If your brand is something forgettable, your business will not grow. Hence, you should work with a popular brand design company to make your identity stronger by looking for the following traits.
Expertise in the niche
Your business may be in any niche out there. While looking for a brand design company, you should consider the experience and expertise of the company in that particular niche. Else, their capabilities would not match with your requirements and the output may not provide expected results. Hence, you should check the previous works of the company and find whether they have worked with any company related to your business. If you are a packaging company, you should choose a brand designer who has a portfolio consisting of websites designed for companies in the same industry. Once they are present, you will get an idea of what they could do. If they are not experienced in your niche, it is better to find someone else to do the job to attain the reach you are aiming for.
Although you would have confirmed that the brand design company has experience working with various brands, you should ask them to show some of the results brought by those designing activities. If the company shows these case studies, you will get to know the kind of response your company will get after working with this entity. If the example company is one of your competitors or the same niche, your results will closely be related to those past results. Hence, checking the past works of the company is necessary before you make a call on working with it. You should ensure that those companies have benefitted in some ways after working with this company.
Unlike professional web development or other related tech stuff, designing a brand and improving the brand identity involve more of the creative abilities of the professionals involved. If you end up choosing a company lacking creative skills, your outputs will not come up as expected. Your business may get affected due to this lack of creative touch in your brand elements. Hence, you should find a company that would employ various methods and techniques to bring out highly creative ideas and implementations to showcase your brand as a different entity than the competitors.
Creative brand designers will work in their own way. However, all companies will have a set of procedures and plans to execute the branding activities. Although they will change one or two steps in the middle according to the niche of the client, the overall process would be similar and they should have documented this process. You should see this process before handing over the project to the company. You should let them proceed only if the process is clear with its goals and timeframes. There will be some standard brand design processes that you could confirm at this briefing. So, checking the working method of the company is vital.