Not all branding experts are created equal.  Just because someone calls themself a branding expert that does not make them one.  Branding experts have different experiences and focuses on specific industries.  You should know how to differentiate the good ones from the bad ones and make the right choice to brand your small business.

 

Reluctance to Provide References:  A good branding expert will have no problems providing references and showing you the projects that they’ve done in the past.  We all like to tout our successes.  If you run into any branding experts that is not willing to do this run from them.
 
Not Asking the Right Questions:  If the branding expert is not asking the right questions that is an indication that they don’t have the experience that you’re looking for.  Experience provides an array of knowledge that enables someone to ask the appropriate questions for the task at hand. 
 
Don’t Want to Provide Pricing Information Upfront:  Someone who is honest about the service they provide will not hide what they charge for it.   Often, consultants will want you to do a lot of talking and provide information that would make it easier for them to justify charging you a high price.  If someone charge for a service that they provide they should be able to tell you upfront what their pricing formula looks like.  If they charge by the hour, they should tell you that upfront.  If they charge for results, they should be able to tell you that upfront. 
 
Don’t Understand Your Business:  If the branding expert don’t understand your business that is a good indication that they’re not the right choice.  A branding expert should be know your industry and how your business fits into that industry.  If the tell you that branding is the same for every business that is a clear indication that they’re not the right choice. They can’t help you with branding your business if they don’t understand the business or the industry. 
 
Seeking Full Payment Upfront:   If a branding expert want full payment upfront don’t use their service.  You should never make a lumpsum payment upfront.  The likelihood of getting good service after that is not good.   Payments should be scaled and provided when certain milestones are met. 
 
Pooly Designed Website:  You should visit the branding expert’s website before contacting them.  If the website is poorly design it does beg the question of whether or not they’re legitimate branding experts.  The first thing that a branding expert have to brand is themselves.  If their website is a reflection of that.  Their website should look legitimate and updated with current information.  For example, if they list references that are five(5) years old that is an indication that they haven’t done anything lately.  At a minimum their website should talk about what they do, list the services that they provide, have references listed and provides a way for them to be contacted.