When you’re ready to invest in your brand and website design, hiring a brand designer is a big step and a really exciting one! Whether you’ve DIY-ed your logo up until now or pieced your brand identity together in Canva, you’re probably starting to realize: if you want to scale your business, you need a brand that truly matches your vision and cookie-cutter templates aren’t going to get you there.

Hiring a brand designer is more than finding someone who can make a pretty logo. It’s about building a brand experience that feels aligned with you and connects deeply with your audience. That’s why asking the right questions during a discovery call is so important—not just for the designer to assess if they’re the right fit for your project, but for you to feel confident and excited about moving forward.

Think of the discovery phase like a first date (minus the awkward small talk). You’re getting to know each other, seeing if your personalities and working styles mesh, and building the foundation for what could be an amazing creative partnership. A good designer will want to know the full picture of your business—the good, the bad, and the ugly—and you should feel empowered to do the same.

Here are four important questions you’ll want to ask when hiring a brand designer:

What do your process and timeline look like?

Let’s be honest: no one likes surprises when it comes to timelines and expectations. That’s why one of the first things you should ask a potential brand designer is about their process.

Everyone works a little differently. Some brand designers follow a “one concept” approach, presenting you with a single, highly refined brand identity, while others offer multiple logo or brand identity design concepts to choose from. Neither method is wrong but it’s helpful to know which one aligns better with your decision-making style.

Beyond deliverables, ask about the project timeline:

• How long does each phase take?
• How many feedback rounds are included?
• What’s expected from you to keep the project moving forward (like homework, questionnaires, or feedback deadlines)?
• What happens if there are delays?

Clear processes, realistic timelines, and upfront communication are the foundations of a smooth and successful brand design experience. If a designer can explain their process clearly, that’s a major green flag.

Pro tip: Before hopping on the call, get clear on your own goals and working preferences too. It’ll help you gauge if the designer’s style complements yours!

Related Post: An In-Depth Look At My Brand Design Process

How would you describe your design style?

Here’s the truth: not all brand designers are created equal — and that’s a good thing! It means you can find someone who truly resonates with your style, rather than settling for a cookie-cutter look.

Some designers lean heavily on typography and clean, editorial styles. Others specialize in playful, illustrated branding with lots of texture and color. Some create brand identity designs that feel ultra-minimalist, while others love a bold, boho vibe.

When hiring a brand designer, it’s crucial to not only love their portfolio, but also make sure their style aligns with the brand experience you want to create.

🚨 Please, for the love of turkey stuffing, don’t expect every designer to create the same style just because you liked something you saw on Pinterest.

Instead, take time to explore their portfolio. Look beyond just logos—pay attention to how they build full brand experiences across website design, social media, packaging, and more. Do you love the overall feeling of their work? Does their style align with the vision you have for your business?

And don’t be shy: if you’re unsure whether a designer can bring a specific aesthetic to life, ask them! A good brand designer will either be excited about your vision…or, if it’s not their specialty, they’ll be honest and might even refer you to someone who’s a better fit. Transparency is key to an aligned partnership!

What tools do you use to collaborate and communicate?

Smooth communication can make or break a project… especially when you’re working remotely with your designer (and let’s be real: most of us are!).

During the discovery call, ask what platforms and tools they use for collaboration. Do they manage projects through a client portal like Dubsado or Notion? How will you be giving feedback (ie. through email, a feedback app like Pastel, or directly in a shared doc)? If website design is included, do they specialize in a certain platform like Showit, Shopify, or Squarespace?

This is especially important if you know you have a preference for (or aversion to) certain tech. For example, if you’re not super tech-savvy, a project that involves juggling five different apps might feel a bit overwhelming 😅 You deserve a process that feels streamlined and supportive, not stressful!

Remember: a strong client experience begins during the discovery phase. Don’t just answer their questions… be sure to ask yours too.

What kind of results have you brought in for past clients?

Brand design is an investment and like any investment, you want to feel confident it will help you grow.

When hiring a brand designer, it’s important to understand what kind of results they’ve delivered for previous clients. Now, depending on your business stage, “results” can mean different things. For some, it might be an increase in sales, website conversions, or client inquiries. For others, it could be a newfound sense of confidence, clarity, and alignment that elevates their entire business.

If it’s already not visible on their website, ask about case studies, portfolio examples, and client testimonials. Pay attention not just to the finished visuals, but to the transformation the client experienced.

Knowing the impact a designer has helped create can give you so much peace of mind and can help you choose someone whose strengths match your business goals!

Related Post: 7 Telltale Signs It May Be Time For A Rebrand

Some Final Thoughts

If there’s one last piece of advice I could leave you with when hiring a brand designer, it’s this:

👉🏼 Look beyond the price tag (within reason, of course).

Yes, you have a budget to consider and that’s important. But choosing a designer based solely on who offers the lowest quote can actually cost you more in the long run.

When you hire a designer purely based on price, you risk ending up with a brand identity that doesn’t align with your goals, doesn’t resonate with your audience, or worst case… needs to be completely redone a year later 😔 (Cue the additional costs, wasted time, and frustration.)

Instead, look at the value the designer provides:

• Do they understand your business and your audience?
• Do they offer a strategic, collaborative process?
• Do they have a track record of helping businesses grow and thrive?
• Do you feel excited and confident about working with them?

The right brand designer will feel like an extension of your team—a creative partner you can trust. They’ll hold space for your big ideas, offer professional guidance when needed, and cheer you on as your brand (and business) bloom into something even bigger than you imagined.

Take your time. Ask your questions. Trust your gut.

Ready to feel truly aligned with your brand and step confidently into your next level?

As a personal brand strategist and designer, I partner with service-based business owners to craft branding that feels like home—deeply aligned, intentionally built, and ready to grow with you. Together, we’ll co-create a brand and online presence that’s not just beautiful, but also meaningful, strategic, and built for the next chapter of your business journey.