40-Point Branding Agency Evaluation Checklist
Weighted scoring framework to evaluate branding agencies on execution capability, not just portfolio quality. Prevents expensive hiring mistakes.
Scoring Framework
Score each question 1-5 (1=Poor, 5=Excellent). Multiply section scores by weights, then total. Agencies scoring below 3.5 overall carry significant project risk. Focus on lowest-scoring sections during negotiations.
Evaluation Criteria
Team Capability & Stability
30% weightWhether the people who pitch will actually execute your project, and their individual skill levels. The biggest predictor of project success or failure.
Sample Questions
- Can they name the specific designer who will create your logo and show 3 recent logos that person designed?
- Do they provide client contact info to verify that designer's individual work quality and reliability?
- Has their core creative team been stable for 2+ years, or do they have high turnover and constantly changing talent?
- Will the creative director who pitches actually review and approve your work, or just do initial pitch meetings?
- Can they show work-in-progress from current projects, not just finished case studies from years past?
Technical Delivery Competence
25% weightWhether they deliver organized, usable files or create expensive implementation problems. Poor delivery adds $8K–15K in cleanup costs.
Sample Questions
- Do they show actual file packages delivered to recent clients with professional naming conventions and organization?
- Can they explain specific use cases for different file formats (SVG vs PNG vs EPS) and when to use each?
- Do they include font licensing costs in project quotes or surprise you with $12K+ licensing fees later?
- Are their brand guidelines practical and actionable, or theoretical documents that get ignored in daily use?
- Do they provide implementation support to help your team and vendors use the brand properly post-launch?
Pricing Transparency & Scope Management
20% weightHow they handle additional costs and scope changes. Vague pricing structures cause 40–60% budget overruns on typical projects.
Sample Questions
- Do they provide specific hourly rates by role and show examples of change orders from recent projects?
- Is their revision process clearly defined with specific limits and costs for additional rounds?
- Are potential extra costs (font licensing, file formats, applications) disclosed upfront in their proposal?
- Do they have a structured process for handling scope changes with client approval requirements?
- Can they show examples of projects that stayed on budget versus ones with overages and explain the differences?
Strategic Foundation & Industry Knowledge
15% weightWhether they create brands based on business strategy or personal aesthetic preference. Strategic depth prevents costly repositioning later.
Sample Questions
- Can they identify visual clichés overused in your industry and show work that avoids these traps?
- Do they connect specific design decisions (typography, color, layout) to business outcomes rather than aesthetic preference?
- Can they explain how brand performance will be measured and what they'd change if results aren't meeting goals?
- Do they show brands they designed 2+ years ago and how they're actually being used versus original guidelines?
- Is their strategy process based on your specific business challenges or generic brand discovery templates?
Project Management & Communication
10% weightHow efficiently they manage timelines, feedback, and stakeholder coordination. Poor project management extends timelines 30–50%.
Sample Questions
- Do they use professional project management tools (Monday.com, Asana) or rely on email threads and phone calls?
- Can they show revision histories from recent projects demonstrating efficient feedback incorporation?
- Do they have experience managing multiple stakeholders with conflicting feedback and approval requirements?
- Are their communication workflows structured with regular check-ins and progress reporting?
- Can they provide recent client references who will discuss the working relationship quality, not just final deliverables?
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