In this blog post, I’ll walk you through the pros and cons of each option. I’ll also introduce you to a third alternative—the freelance collective—and share practical tips to help you make a well-informed decision.
By the end, you’ll have a clearer understanding of what to look for in a branding partner and feel more confident about taking the next step toward building a successful brand.
Let’s dive in.
What to expect from a branding agency
A branding agency can offer a wide range of branding services. Agencies often conduct market research, develop a brand strategy, create a brand identity, design brand collateral and provide ongoing support.
Pros of working with a branding agency
Branding agencies bring together a team of specialists—strategists, writers, designers, developers—who collaborate to craft a cohesive visual and verbal identity aligned with your business goals.
For example, if you’re launching a new product, an agency might start with in-depth market research to understand your target audience. From there, they’ll develop a brand strategy that defines your positioning and sets you apart from the competition.
With that strategic foundation in place, the team can create a compelling identity that reflects your brand’s values, voice, and personality.
Agencies also offer a valuable outside perspective. Because they work across industries and businesses of all sizes, they often bring fresh ideas and relevant insights you might not discover internally.
For small businesses or start-ups without in-house resources for research and strategy, partnering with an agency can be especially powerful—it helps you lay a strong foundation for long-term growth.
Cons of working with a branding agency
While agencies offer a lot of expertise, there are a few potential drawbacks to consider.
One of the biggest is cost. Hiring an agency is usually much more expensive than working with a freelancer—and you may face longer wait times before your project can even begin.
Another challenge is coordination. Agencies often divide tasks among different teams—strategy, design, copywriting—which can sometimes lead to miscommunication or inconsistencies if the handover isn’t seamless.
What to expect from a freelance brand designer
Hiring a freelance brand designer can be a more cost-effective and flexible option for businesses looking to develop their brand.
Pros of working with a freelance brand designer
Freelancers typically offer more affordable rates than agencies, thanks to lower overhead costs—no office space, no employees, no big administrative expenses.
They also tend to be more adaptable. Unlike agencies that often follow fixed processes, freelancers can tailor their approach to suit your specific business needs.
And since you’re dealing directly with the designer, communication is often more straightforward. This can give you greater flexibility to tweak the project scope or timeline as things evolve.
Cons of working with a freelance brand designer
But there are also potential downsides to working with freelancers. For one, freelance brand designers often work solo, which means they may need more direction and don’t have a team to bounce ideas off or consult with.
Some may also lack strong project management skills—leading to poor communication or missed deadlines.
And since many freelancers specialise in just one area, like visual identity, you might find yourself juggling multiple roles or hiring additional freelancers for tasks like brand voice, copywriting, strategy, or web development—and managing the handover between them, which can be stressful.
But …
That said, it is possible to find a freelance brand designer with experience beyond just visual identity.
For example, I’ve developed a process that starts with a brand workshop and is followed by focused research (not as extensive as a large agency’s, but effective). From there, I create a brand strategy document that acts as a roadmap for the rest of the project.
Alongside visual identity design, I define messaging guidelines that can be shared with a copywriter to ensure consistency across all touchpoints. And for may of my clients I’ve even written the copy myself.
Also, I don’t disappear once the logo is done. I offer ongoing support for branding and marketing needs as your business grows.
While I don’t claim to have it all figured out, this approach has proven to straightforward and cost effective for the small business clients I work with.
Oh, and did I mention? I regularly collaborate with a web developer to help bring brands to life online.
And that brings us to a third option:
Consider working with a freelance collective
A freelance collective is a group of independent professionals who are already used to working together.
Pros of working with a freelance collective
You typically hire the freelancers individually, but benefit from the best of both worlds: the flexibility and affordability of freelancers, combined with the interdisciplinary skill set of a branding agency.
Let’s say you’re a small business in need of both branding and a website. A freelance collective can provide a team—brand strategist, designer, developer, copywriter, and maybe even transcreator—who collaborate to build a consistent and compelling brand presence.
Cons of working with a freelance collective
The only downside I can think of is that project management can get a little tricky. With multiple people involved, timelines can stretch out unless someone is clearly in charge of coordination.
Criteria for selecting a branding professional
Whether you go with a freelancer, an agency, or a collective, here are some key things to consider:
Experience and expertise
Look for experience in your industry and the specific areas you need. If packaging is a priority, for instance, a digital-first agency obviously might not be the best fit.
Portfolio
Take a look at the portfolio to get a feel for the designer’s design style and aesthetic. Make sure the work matches your vision for the company.
Not every designer can or will want to design in all styles. Neither should they have to.
Communication
Choose a designer or agency who is a good communicator and willing to collaborate with you. This can avoid frustration down the track.
Process and timelines
Inquire about the design process and timelines and make sure the designer is organised and meets deadlines.
Personality
Finally, you should look for a designer with whom you get along and who understands your company’s goals and values.
In my eyes, this is probably the most important aspect. Just like in life, some people just get along better and that’s when the magic happens.
When done well, branding shapes how people see and feel about your business. It helps you connect with your audience, stand out in a crowded market, and build something that lasts.
As Steve Forbes once said:
Your brand is the single most important investment you can make in your business.
Whether you choose a branding agency, a freelance designer, or a collective ultimately depends on your needs, your budget, and your timeline.
Have you still got questions? I’d love to hear more about your business and help you figure out the next step. Reach out here.
Or if you want to do it yourself, you might enjoy my list of branding resources.
Title image by Anna Shvets
