Ep. 11 Ten Questions To Ask Before Hiring A Brand Designer For Your Online Business
Hiring the right brand designer for your business rebrand is a crucial decision. As a brand and web design agency owner, I frequently speak with business owners considering rebranding, and many admit they don't know what to look for in a designer or what questions to ask during the vetting process.
Making the wrong choice can lead to disappointing outcomes like working with someone who lacks the necessary experience, not receiving all the deliverables you need, or simply not vibing with your designer. Today, I want to share ten essential questions to ask before hiring a brand designer so you can confidently select the right professional to help grow your business through your rebrand.
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Finding Potential Designers
Once you've decided it's time for a rebrand (if you're still on the fence, check out my previous episode about how to know when it's time), start by seeking recommendations from your network. Personal recommendations are incredibly valuable in creative fields. Ask friends or connections who recently rebranded and had positive experiences. If you see a brand you love, reach out to the business owner and ask who designed it.
You can also search on Instagram, Facebook groups, and LinkedIn, but when evaluating potential designers, look closely at:
Their portfolio: Does their style align with what you're envisioning? If you want a custom hand-drawn illustrated logo but their portfolio doesn't showcase any, they might not have that capability.
Reviews and testimonials: How do other clients describe their experience? Personal recommendations from people you know are typically more meaningful than curated testimonials on a website.
Their website and social presence: This gives you insight into their personality and whether you'd enjoy working with them.
Ideally, narrow down your options to a short list of three or four designers, or focus on one if you're confident in your choice. Then, schedule discovery calls to learn more about their process.
10 Questions to Ask Before Hiring a Brand Designer
1. "What are your availability and timelines?"
Look for a clear timeline that aligns with your goals and deadlines. Consider whether you prefer a rigid schedule with firm deadlines or need more flexibility based on your work style and personal commitments. If you have a specific launch date in mind, confirm they can meet it. Ask how far in advance they're booked and whether they have a streamlined process with timeframes for each phase of the project—discovery, concepts, revisions, and delivery.
Remember that timelines in creative work are rarely set in stone. They often depend on factors like how quickly you provide feedback and how many revisions are needed, so be prepared for some flexibility in the schedule.
2. "What tangible results have your clients seen after working with you?"
When investing in a rebrand, you want more than just attractive visuals—you want business growth. Ask about real-world impact their work has created for past clients. Have they helped increase website traffic, boost conversion rates, improve brand recognition, attract more ideal clients, or enable businesses to raise their rates and get booked out?
While no designer can guarantee specific growth percentages (beware of those who do!), they should be able to provide concrete examples of client success. If they focus solely on aesthetics without strategy, they might struggle to create a brand that moves your business forward. Look for a designer who understands that beautiful design should also be functional and strategic.
3. "What deliverables will I receive?"
Before signing a contract, make sure you understand exactly what you'll receive at the end of the project. Ask for a detailed breakdown of deliverables including final logo files and formats, style guides, and any additional templates. Clarify whether you'll receive editable files or just finals, and—equally important—what's NOT included in your package so you can plan accordingly.
Some designers offer add-on options that might be worth considering to ensure you have everything needed for a cohesive brand presence. Having this conversation upfront prevents disappointment later when you realize you need something that wasn't included in your package.
4. "How many rounds of revisions are included, and what happens if we go beyond that?"
Many designers limit revision rounds and charge extra for additional changes. Understanding this policy helps you plan financially and know how many opportunities you'll have to request edits. This awareness can help you avoid unexpected costs if you don't immediately love the designs presented.
At my studio, I don't limit revision rounds, but that's not the industry standard. Most designers offer two or three rounds of revisions before charging additional fees. Knowing this policy upfront lets you approach the feedback process more strategically.
5. "What type of input will be required from me?"
Designer processes vary widely when it comes to client involvement. Some want you to fill out a questionnaire at the beginning and then let them work independently, while others prefer ongoing collaboration throughout the project. Some might even workshop designs with you live on Zoom. None of these approaches is inherently better, but you need to find one that matches your preferences and availability.
Ask about their intake process—do they use branding questionnaires, mood boards, or Pinterest boards? Is there a separate brand strategy session? How do they collect feedback on drafts and revisions, and how quickly do they expect your responses? The ideal designer values your input while still acting as the expert guide rather than expecting you to direct the entire process.
6. "How much emphasis do you place on design versus strategy?"
A pretty brand is just that—pretty. A strategic brand helps you attract ideal clients and grow your business. Look for a designer who can demonstrate, through case studies and examples, how they've aligned brand visuals with business goals for previous clients.
Pay attention to the types of questions they ask during your discovery call. Do they inquire about your business goals, target audience, and positioning, or do they jump straight to superficial questions like "What colors do you like?" A quality designer positions themselves as an expert guide, not a "pixel pusher" waiting for you to tell them what to do.
7. "What is the investment, and what payment plans are available?"
Expect transparent pricing with clearly defined packages. The designer should be able to tell you exactly what the cost will be without vague estimates. Ask whether they require deposits to hold their spot, if payment plans are available, and whether there are incentives for paying in full.
A word of caution: if pricing seems too good to be true (like a full branding suite for $300), proceed carefully. Quality strategic branding is an investment, and you generally get what you pay for. That doesn't mean you need to choose the most expensive option, but understand that quality work typically comes at a fair price.
8. "What can I do to help the project go efficiently and effectively?"
By asking how to be a good client, you'll identify designers who want a true partnership. Great designers will appreciate this question and have specific suggestions about communication methods, feedback delivery, and preparation work that would be helpful.
They might also share important boundaries—for instance, I tell clients that while I'm active on Instagram, I prefer they email me about project matters rather than sending DMs, as social media isn't where I conduct business. These kinds of expectations, established early, help create a smooth working relationship.
9. "How will communication and feedback work during the project?"
Clear communication is essential for a successful design project. Discuss preferred channels (email, Slack, etc.), what project management tools you'll need to use, and how many calls to expect during the process. Understanding their working hours, expected response times, and typical turnaround after receiving feedback helps set realistic expectations.
There's no universal "right" approach to communication—what matters is finding a designer whose process aligns with your preferences and work style. Some clients prefer frequent check-ins while others want minimal meetings, and finding the right match can make the difference between a stressful project and an enjoyable one.
10. "What happens if I need additional edits or work after our project is finished?"
Your relationship with your designer doesn't necessarily end when your project does. Business needs evolve, and you might require updates to your brand in the future. Understand your options for future changes: Does the designer offer retainer-based models or work on an hourly basis? Do they provide VIP days for quick updates? Will they give you editable files so you can make minor changes yourself?
Even if you don't expect to need changes immediately, circumstances change. Recently, a client from over a year ago asked me for a small logo tweak to improve how it displayed in certain applications. I was able to accommodate this at my hourly rate, but knowing these policies upfront helps avoid surprises down the road.
Setting Your Rebrand Up for Success
Investing in brand strategy and design is a significant decision. Asking these questions upfront will help ensure you find the right fit and set your rebrand up for success.
One last crucial tip: Reach out early! Contact designers 4-6 months before your desired launch date (even earlier if you need a website too). This prevents you from feeling rushed and ensures your preferred designer has availability. I've had many potential clients approach me wanting to launch within two months, only to discover I'm booked solid. It's disappointing for both sides when timing doesn't align.
If you're considering a rebrand or have questions about the process, I'd love to chat with you. Book a free, no-strings-attached discovery call or DM me on Instagram.
🔗 Links & Resources Mentioned In The Episode:
➡️ Follow me on Instagram @spechtand.co
➡️ Book A Discovery Call With Morgan
➡️ Learn more about The Six Figure Brand Society
➡️ Book Your Free 5min Brand Audit
🎧 Listen to episode 11 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube
