Finding your creative firm is similar to finding “that special someone.” There is more than just outer appearance involved in the decision making process, however, it is typically the first impression that draws you to them. It is more important to find out how knowledgeable and experienced your contacts are. Make sure to find companies who specialize in branding, not just offer it as one of the “extra” things they do. Here is where the homework comes in; research the firms who created the brands you most admire and those who have similar qualities and interests to those of your business. If you are a pharmaceutical company, using a firm who is notorious for branding alcoholic beverages, fast food, or retail would not be helpful. Finding companies who are experienced within a multi-lateral range of brands is a good place to start. In addition, make sure they are reputable for their originality and creative style. If your company is very conservative or traditional, this doesn’t apply to you; find more traditional waters to call home.

Once you’ve found your niche, make some phone calls and start testing their business etiquette. Are they timely, motivated, excited to help, preoccupied…? When you receive your inquiry callback, is it from a sales rep, or from a partner…? This is the very instinctual part of the starting-up-the-relationship process. Meet with a few “potentials,” listen to your heart and trust the chemistry. The laws of physics will not fail you. If its not the right match, keep looking.

Be aware of your own etiquette as a potential client. Make sure to ask each company about their process; however, make sure you are targeting your questions to the work you are inquiring about. For example, if you are having a custom logo designed, you want to ask about number of revisions, cost per revision, time frames, and to see a portfolio of some of the recent work they have produced.

When your homework and meetings are over and done, put out your sensors. Monitor the facts the agency gave you against their actual implementing of them. Did they respond in the amount of time quoted, or are they not calling you back until a week later..? If the habits are bad to begin with, you can bet that they will only get worse. See how similar this is to “dating” in the real world? Just follow your intuition.