Knowing how to choose a branding agency can make or break your brand’s success. A great agency isn’t just there to design a logo or run a campaign. It should be a strategic partner, an agency that understands your market, your audience and how to help your brand grow in a long-term basis.

Many brands make the mistake of choosing an agency based only on style or past work. But looks aren’t everything and sometimes it’s deceptive. What matters is how well the agency fits your needs, how it works and how it thinks.

In this blog, we’ll walk you through five proven steps on how to choose a branding agency based on real-world experiences, so you can find the right partner that delivers results and not just promises.

Step 1: Understand What a Branding Agency Does

Before choosing a potential partner, it’s crucial to understand the full scope of what a branding agency delivers, especially in industries where customer touchpoints are both emotional and transactional.

A branding agency doesn’t just create logos or design menus. It’s responsible for creating your brand’s DNA as well as your positioning, visual and verbal identity, packaging systems, and the experience your customers will associate with your business across all channels.

For F&B and hospitality brands, this may include everything from naming and signage systems to menu hierarchies and interior brand expressions. In CPG, it extends into compliance, shelf impact and consumer testing.

Step 2: Identify the Key Competencies of the Branding Agency

Not all branding agencies are equal, especially when it comes to industry expertise. Before you issue RFIs or book discovery calls, take the time to define exactly what your brand needs now and in the next 12–24 months.

Start by clarifying your goals. Ask yourself if you’re looking to:

• Launching a new brand?
• Refreshing a new brand?
• Entering international markets?

Each scenario requires different competencies. A branding agency experienced in localizing CPG brands for Latin American markets will approach messaging very differently from one that specializes in direct-to-consumer hospitality concepts in the U.S.

For example, La Colombe knew how to choose a branding agency that matched its needs. As the company expanded its canned coffee line, it needed a partner that could tell a strong brand story while also designing for retail shelves. The agency they chose focused on what mattered most like clear product messaging, standout shelf appeal, and packaging that worked across multiple SKUs.

Expert Tip: Take the time to audit your needs and translate them into agency must-haves. This ensures you’re not dazzled by trendy portfolios that lack strategic depth in your vertical.

Step 3: Start Interviewing Potential Branding Agencies

Once you’ve determined your needs and shortlisted a few branding agencies as your candidates, it’s time to start conversations. Treat these interviews like recruiting a strategic partner and not like portfolio assessments.

A branding agency should demonstrate how it thinks, not just what it has designed. During your interviews, ask questions that show their strategic process, category understanding and how they collaborate with internal teams.

Here’s a checklist of what to ask during your first round of interviews:

Step 4: Shortlist and Send Out a Request for Information (RFI)

After your interviews, narrow your list to 2–3 agencies and issue a clear and concise Request for Information. This stage is essential to understanding how agencies read your brief and to guaranteeing apples-to-apples comparisons.

Your branding agency RFI should request:

• Relevant case studies (industry-specific, if possible)
• Process overview and estimated timelines
• Project team bios
• Budget ranges and contract flexibility
• How will success be measured

At this point, you’re assessing more than just creative ability but you’re also looking at operational fit, depth of thought, and if they “get” the subtleties of your category.

Step 5: Align with Stakeholders and Finalize Your Evaluation Criteria

The final decision shouldn’t rest solely on the marketing team. It’s essential to involve key stakeholders such as product leads, operations, finance and executive leadership before choosing a branding agency.

Start by gathering internal feedback and identifying overlapping priorities. Then, create a scoring framework that reflects what matters most to your team. This keeps the decision structured and removes emotional bias.

Your evaluation criteria might include:

• Strategic alignment with your brand’s vision
• Category experience based on niche
• Team chemistry and communication
• Project scalability and timeline
• Budget and contractual transparency

Choosing the right branding agency isn’t just a creative decision but it’s a strategic move that affects business growth, customer loyalty, and long-term brand equity.

Make Your Branding Agency a Long-Term Partner

Understanding how to choose a branding agency starts with knowing what your brand truly needs. It’s not just about design but it’s about finding a team that can guide growth, challenge assumptions and shape a brand that lasts.

Whether you’re launching a new F&B concept, scaling a product line, or refreshing an established brand, following the right steps helps ensure your agency can deliver both strategy and execution.

If you’re looking for real-world examples of how this process works in action, take a look at the recent projects at MAVRK Studio each one shaped by deep industry insight and measurable outcomes.