What Makes a Good Brand Designer? A Business Owner’s Guide

What to Look for in a Brand Designer

Not all creatives are cut from the same cloth. A good brand designer is part strategist, part storyteller, part design wiz. Here's what makes one worth hiring.

Key Qualities and Skills

Strategic Thinking: They design with strategy in mind. Every visual decision should support your business goals. There are a lot of brand designers that rarely go beyond surface-level stuff – and that’s not good for business. Your brand design has to make sense. Time and time again, we’ve seen brands with great brand design – they’re bold and compelling … but doesn’t reflect what the business stands for. That disconnect can confuse your audience and dilute your message. Strategy is the glue that holds everything together. If your brand identity doesn’t make sense, it doesn’t work – no matter how good it looks.

Creative Expertise: A good brand designer knows that branding doesn’t stop at your logo. That’s just the tip of the iceberg. This is about crafting a visual language that tells your brand story across every touchpoint. They should be able to translate your values, voice, and vibe into visuals.

Technical Proficiency: This is where the tools of the trade matter. A professional brand designer should have full command of industry-standard software like Adobe Creative Suite – not just a Canva subscription. Canva has its place, sure, but if your designer’s skills don’t go beyond templates and drag-and-drop, you might want to rethink the hire. Building a distinct brand identity requires precision, customisation, and the kind of finesse that generic tools just can’t deliver. Your brand deserves craftsmanship.

Communication Skills: Great design starts with great conversations. If your designer can’t explain their thinking clearly, or they shut down when given feedback, that’s a red flag. You need someone who listens, challenges (respectfully), and collaborates with you throughout the process. This is also where bigger isn’t always better. At Noramble, we keep things tight-knit – you’ll be talking directly with the people doing the work, not passed along through a chain of account managers. No lost context, no miscommunication, just straight-up clarity and collaboration.

Portfolio Diversity: A strong designer should be able to flex across different industries – without making every brand look the same. It might be a beauty startup, a craft brewery, a sustainable cleaning brand, or a high-end fashion label, their portfolio should show adaptability and range. This proves they can capture different tones, audiences, and market positions while still keeping each identity distinct. You’re looking for someone who doesn’t just apply the same style to every project, but who can shape a brand to fit its specific world and still make it stand out

Red Flags to Avoid When Hiring

Designers are everywhere, but not all of them will be what you need to make your brand stand out. You’ve spent time, energy and money building something you want to be proud of, right? So it’s only right that you select the right brand designer for you. Here are some red flags to look out for when you’re in the hiring process:

Common Warning Signs

🚩 Lack of Process: If they seem to wing every project, walk away. A structured process is what keeps things organised, on track, and aligned with your business goals. There should be a clear roadmap from discovery to delivery. If the designer can’t walk you through their method step-by-step, it’s likely you’ll be left guessing (and chasing updates) the whole way through.

🚩 Poor Communication: If emails go unanswered or feedback loops feel vague, that’s a big no. At Noramble, we actively encourage feedback. In fact, we’ve introduced a dedicated feedback phase at the end of every project – it helps us learn, grow, and constantly improve how we collaborate. Good communication is about honesty, clarity, and making sure you always feel in the loop, not in the dark.

🚩 Limited Portfolio: A handful of mock projects isn’t enough. A real portfolio shows real-world results and this is a big one: it should be easy to find. At Noramble, we proudly showcase our work so potential clients know what we’re about. If a designer’s work is nowhere to be seen, that’s a red flag. They should be proud of what they’ve created and happy to share it. After all, transparency builds trust.

🚩 Inflexibility: Good design is collaborative. If they bristle at feedback or insist their way is the only way, it’s not going to work. You want a partner, not a dictator. Flexibility doesn’t mean saying yes to everything – it means being open to ideas, working through challenges, and always aiming for the best result together.

🚩 Overpromising: If someone guarantees “viral success” or that your brand will blow up overnight, be skeptical. Design can’t promise metrics but it does support them. The right branding gives you the tools to grow, but no designer can predict virality. At Noramble, we focus on what we can control: bold, strategic design that’s built to connect and convert.

Questions to Ask Before You Start

Asking the right questions can save you from costly mistakes and awkward rebrands. Here’s what we’d suggest.

Essential Inquiries

Experience:

When it comes down to finding a brand designer, you’re going to want to look at their experience. Experience shows they’ve done more than just dip their toes in – they’ve likely navigated different industries, challenges, and creative directions. Examples:

• “Can you share examples of brands you've developed?”

• “Have you worked with businesses in my industry?”

• “What brand project are you most proud of – and why?”

Process:

Design without process is just guessing. A solid designer should have a structured workflow that helps move things forward without chaos. You want to know what to expect and when. Examples:

• “What’s your typical workflow from kickoff to launch?”

• “How do you approach brand strategy before the visual design starts?”

• “What happens if we hit a creative block or go off track?”

Collaboration:

Design is a team sport. The way your designer handles collaboration – especially feedback – is key to a smooth process (and a strong final result).

• “How do you handle client feedback and revisions?”

• “What’s your policy on how many revisions are included?”

• “How involved do you expect the client to be?”

Deliverables:

You need to know exactly what you're getting at the end – no surprises. A proper brand package should go beyond a logo and include assets that actually support your brand in the real world.

• “What exactly will I receive at the end of the project?”

• “Do you include brand guidelines or a style guide?”

• “Will I get files suitable for both print and digital use?”

Timeline:

Design takes time – but there should still be a clear schedule in place. Understanding timelines helps you plan your own launches, campaigns, and internal needs.

• “How long will this project take, realistically?”

• “Are there milestones or check-ins along the way?”

• “What happens if we hit delays – on either side?”

Must-Ask Questions

• What is your approach to brand strategy?

• How do you ensure consistency across platforms?

• Can I speak with past clients?

• What’s your revision policy?

• Do you offer support post-launch?

How to Choose a Brand Designer

So you’ve shortlisted a few options. Here’s how to land the right one.

Steps to Selection

1. Define Your Brand Needs: Know your goals, values, and audience before you even brief a designer.
   

2. Research Designers: Portfolios should feel aligned (but not identical) to your vision.
   

3. Assess Compatibility: A designer’s style should complement your brand, not clash with it.
   

4. Check References: Talk to real clients about their experience or check out testimonials on their website (provided they have one).
   

5. Discuss Logistics: Clarify everything – timeline, budget, deliverables, and revisions – before signing any contracts.

Hiring a brand designer is about building something that feels good, works hard, and makes sense. When you find the right fit, you’ll have found yourself a strategic partner who helps your brand connect with the right people in the right way.

Feeling ready to make your brand mean more? At Noramble, we help rebellious brands say the right thing to the right people. Let’s build something bold together.