If you’re thinking about appointing a B2B branding agency, it can be difficult to know where to start. Google and AI tools may help you to pull together a shortlist of ‘brand agency specialists’, but how can you identify the right partner to deliver what you need to build a brand that delivers real and measurable impact?
In-house marketing teams have long been the natural custodians of their brand. They know the history, the business culture, and the behavioural brand nuances better than anyone else in a business. But proximity may also be creating blind spots. Being too close sometimes makes it harder to spot what’s holding the brand back, or to see new opportunities for brand expansion. This is where specialist branding agency expertise comes in. An external partner brings independence, true expertise, objectivity and the confidence to challenge long-held beliefs that can really move the dial.The best brand specialists don’t just polish what already exists; they sharpen or recreate brand propositions, cut through messaging complexity, and bring fresh creative energy to how brands come to life. Crucially, they ensure that brand investment works hard, delivering measurable impact in the short term, such as team buy-in, new market cut through and customer impact, while also building lasting balance sheet equity.
At Upp B2B we believe agencies don’t build brands for their clients, they build brands with their clients.
Max Clark, Upp B2B CEOWhat to look for in a B2B branding agency
No two branding agencies are the same. Each has its own strengths, and these will be judged on capability (can they do the job) and character (do you feel you can work with them to do the job). Capability is often easier to judge through case studies and credentials, while character can be harder to evaluate. So, first impressions, recommendations, and chemistry meetings all play a role in shaping how you feel about working with a potential agency partner. Do they give you the confidence that they know what they are doing? Are they over-complicating things unnecessarily with an over-indulgent brand model? Do they put your customers at the heart of the brand strategy process? Have they worked with similar brands facing similar challenges and delivered (ask for references)?As you begin the process of selecting a B2B branding agency, it’s useful to have a question framework in mind. The questions below are designed to help you create a strong shortlist and guide conversations when you meet agencies face-to-face or on an initial Teams or Zoom. Ultimately, only you can decide who will be the best fit for your business, but these prompts should help you find a partner who can deliver both strategically and creatively.
Brand agency context is big always beautiful?
What’s their makeup and size?It’s an odd one, but often businesses will choose big established branding agencies to deliver a brand project assuming that big (and often expensive) = safe choice. However, big is not always best, so don’t pay over the odds for a top tier agency that really stretches your budget. Look instead perhaps for a smaller niche agency with people who have big agency, big brand experience, and who also talk your language.
Larger, well-known agencies, may give you initial peace of mind in your decision – as let’s face it brand projects are generally very high profile. But smaller agencies could be just as good a choice, and more agile and accommodating to changes in the brief as the project unfolds. Either way, you want to work with an agency team who your intuition tells you will work tirelessly to make your brand project a huge success. You, as an in-house marketer will no doubt be judged on this.
Another good thing to consider is to check out how long the brand agency has been in brand business. This can provide a reliable indicator that they have a track record of delivering similar projects successfully and have established processes in place. In short, that they know what they're doing and they won't make you look stupid in front of any senior stakeholders they engage with during the project.
It's important that they have a strong commercial mindset as well as being branding experts, so ensure they're just as comfortable talking customer challenges and business as they are talking brand values and propositions. A great branding agency will help gain buy-in from your key stakeholders and internal team by keeping things real and not overly 'theoretical'.
What can they help with?
If you are looking for a full end-to-end agency, can they deliver across all your brand delivery requirements? Discovering and creating the right brand strategy is central to the success of a business, but so too is activation and implementation of the brand in market. At Upp B2B our brand strategy process is focused on delivering key outputs to help embed the brand with your business and the market from initial market launch.
Initially, you may need specific brand support (strategy and creative), but this could grow into digital execution, content planning and campaign delivery. Can the agency deliver all that themselves? Upp B2B has the internal capacity to work with clients to deliver a complete Go-to-market (GTM) strategy for a new brand. We also have the wider skills to grow with our clients as the brand itself grows and any strategy needs to evolve in line with changing customer challenges and market changes.
This continuity can be invaluable in ensuring your brand is embedded in market well and can genuinely save you time, and mistakes down the line. This is simply due to the understanding the agency will have built about your future brand direction and values. The level of knowledge can be invaluable as an independent perspective when you need to focus on customer communications, lead generation activity or potential support following any M&A activity.
How is the work delivered?
This is the most important element to understand. Whilst some agencies might like to promote themselves as ‘full service’ with in-house capacity, sometimes tasks are outsourced to freelancers or smaller specialist agencies who have specific skills. Outsourcing some elements can provide greater efficiencies and value for clients, whereas in-house delivery could provide more certainty.
Many smaller agencies will outsource some elements of the work, to reduce fixed overheads, like workshop facilitation, research gathering and pre-launch market testing. So it’s important to know how much is outsourced if this is the case. While some elements might be outsourced, we believe that brand strategy delivery should always be delivered by the agency. This is central to the Upp B2B Brand Strategy process and we have the expertise in-house to deliver a brand project from start to finish. This means that everyone working on a branding project really understands the roadmap and you get better consistency at each step of the process.
What is the agency's approach to AI?
Connected to outsourcing is a branding agency’s approach to AI. It’s likely that every agency will be incorporating AI activity into the branding process at some stage, whether formally or informally. So, it’s important that they are clear on how AI will support the brand work and where this can deliver efficiencies and savings for you, the client. We believe AI can work alongside (and not replace) Powerful Creative Thinking and we have a clear working AI policy that our team works within to deliver what we call "Ai Advantage+".
We have for example, created virtual AI customer research focus groups to help with testing brand propositions and messaging and to gain feedback where clients don’t have the time or budget to conduct these with ‘real’ customers. We've also used AI to gather market and competitor intelligence to help with brand positioning and generative AI to show how a visual identity would look in various colour palettes. Ordinarily, this level of exploration could take hours and as we charge based on time, huge savings can be made and passed on to our clients with 100% transparency and agreement.
This is the most important element to understand. Whilst some agencies might like to promote themselves as ‘full service’ with in-house capacity, sometimes tasks are outsourced to freelancers or smaller specialist agencies who have specific skills. Outsourcing some elements can provide greater efficiencies and value for clients, whereas in-house delivery could provide more certainty.
Many smaller agencies will outsource some elements of the work, to reduce fixed overheads, like workshop facilitation, research gathering and pre-launch market testing. So it’s important to know how much is outsourced if this is the case. While some elements might be outsourced, we believe that brand strategy delivery should always be delivered by the agency. This is central to the Upp B2B Brand Strategy process and we have the expertise in-house to deliver a brand project from start to finish. This means that everyone working on a branding project really understands the roadmap and you get better consistency at each step of the process.
What is the agency's approach to AI?
Connected to outsourcing is a branding agency’s approach to AI. It’s likely that every agency will be incorporating AI activity into the branding process at some stage, whether formally or informally. So, it’s important that they are clear on how AI will support the brand work and where this can deliver efficiencies and savings for you, the client. We believe AI can work alongside (and not replace) Powerful Creative Thinking and we have a clear working AI policy that our team works within to deliver what we call "Ai Advantage+".
We have for example, created virtual AI customer research focus groups to help with testing brand propositions and messaging and to gain feedback where clients don’t have the time or budget to conduct these with ‘real’ customers. We've also used AI to gather market and competitor intelligence to help with brand positioning and generative AI to show how a visual identity would look in various colour palettes. Ordinarily, this level of exploration could take hours and as we charge based on time, huge savings can be made and passed on to our clients with 100% transparency and agreement.
We believe when it comes to B2B marketing and branding, B2B expertise is fundamental.
Michael Clark, Upp B2B Managing DirectorPrevious work: What type of B2B branding work has the agency done?
Does B2B expertise even matter?B2B branding has never been more exciting, and this is attracting more traditional B2C agencies to pitch for B2B brand briefs. While these agencies can bring a different take on thinking and creativity, it’s vital to ensure they understand the nuances of B2B: from the complexity of buyer behaviours to the 'trust cues' a B2B brand must deliver as table stakes. At Upp B2B, we’ve specialised exclusively in supporting in-house B2B marketing teams for over twenty years, because we’ve always known how exciting this space can be!
We believe when it comes to B2B marketing and branding, B2B expertise is pretty fundamental. When thinking about branding your agency should be considering the following key questions when delivering your brand strategy:
o What does the buyer journey look like? How are buying decisions made and who is in the buyer group?
o B2B buyers have a different buyer mindset, how does this impact your brand positioning?
o What are the key touchpoints in your buyer journey?
o How long is the sales cycle and how does it typically play out in your market?
o What are the typical Category Entry Points for your product or service?
o What are the standard category requirements that need including?
o What is the relationship between the product/service and promotional messages?
o What's key to B2B messaging and trust cues.
o What role does your sales team play in building your brand in market?
o What part does content play in supporting brand positioning?
How do I know they are good at what they do?
The easiest answer to this is that you have worked with them or someone has recommended them. Research from the B2B Institute says that all other things being equal then relationships are key, with recommendations from customers and colleagues being very important. But what if you don’t have those recommendations? In which case, you will likely want to review previous work that has been delivered and perhaps request to speak to a few clients who have worked with the agency on a similar branding project brief.
Do they have specific sector experience?
In B2B this could be important, and many agencies will specialise in particular industries. You want to know if they have a grasp of specific market factors, regulations and specific challenges that the sector could be facing. For example, if you work in the banking or financial sector, you have a clear regulatory framework which must be adhered to. Alternately, experience of working across broader sectors may mean an agency partner can incorporate new and original thinking into the process in a way that is unexpected and could provide a more distinctive position for your business. So, although sector expertise is beneficial, don’t let it limit your options.
What have they previously produced and what were the results?
Case studies and testimonials are a great place to start. However, every B2B brand strategy challenge is unique and how an agency identified the brand challenge and put in place a unique solution that worked for the client is an important factor to consider.
Every branding brief is different and sometimes significant brand results take some time to be established and can be expensive to measure within a B2B setting. However, you can gather a sense of the following from case studies:
o How long did the project take to deliver from kick-off to being in market?
o How much discovery and research were undertaken to reach the final findings? Was AI used at any stage to expedite timings or to save on budget?
o What were the final deliverables from the work and how has this supported the business and its success?
o What was the relationship like between the brand agency and client and is there a testimonial?
o Are there any tangible wins since the new brand was launched to market i.e. feedback from staff or customers about their perception of the brand?
o What were the lessons learnt and how does the brand agency continue to work with the client?
In B2B this could be important, and many agencies will specialise in particular industries. You want to know if they have a grasp of specific market factors, regulations and specific challenges that the sector could be facing. For example, if you work in the banking or financial sector, you have a clear regulatory framework which must be adhered to. Alternately, experience of working across broader sectors may mean an agency partner can incorporate new and original thinking into the process in a way that is unexpected and could provide a more distinctive position for your business. So, although sector expertise is beneficial, don’t let it limit your options.
What have they previously produced and what were the results?
Case studies and testimonials are a great place to start. However, every B2B brand strategy challenge is unique and how an agency identified the brand challenge and put in place a unique solution that worked for the client is an important factor to consider.
Every branding brief is different and sometimes significant brand results take some time to be established and can be expensive to measure within a B2B setting. However, you can gather a sense of the following from case studies:
o How long did the project take to deliver from kick-off to being in market?
o How much discovery and research were undertaken to reach the final findings? Was AI used at any stage to expedite timings or to save on budget?
o What were the final deliverables from the work and how has this supported the business and its success?
o What was the relationship like between the brand agency and client and is there a testimonial?
o Are there any tangible wins since the new brand was launched to market i.e. feedback from staff or customers about their perception of the brand?
o What were the lessons learnt and how does the brand agency continue to work with the client?
Culture is everything, a branding agency with a positive culture means you will more likely get the energy and creativity your project needs to be a success.
Alex Bandaranaike, Upp B2B Client Services DirectorThe right fit: What it’s like to deliver a B2B brand project with the agency
Do their values align with you and your business?An important question and a hard one to answer when in the initial stages of agency search. If a business thinks their values are integral to who they are, they should be happy to share them publicly. Values are important, but behaviours are values brought to life in everyday interactions. You can only gather an understanding of this by speaking to the agency and experiencing how their staff acts. Customer testimonials may give you clues about what it’s like to work with the agency team, so ask to see as many of these as you can.
What’s the agency culture like?
This is a great measure of the passion that the agency will bring to your brand project. Culture is everything, a branding agency with a positive culture means you will more likely get the energy and creativity your project needs to be a success. We've believed in this for years and are now proud to be ranked the North West’s top marketing agency by Great Places to Work™ Our passion for branding work is second to none and we won’t stop thinking until we’ve delivered a job well done. We continually invest in the training and development of our team to ensure we are ahead of best practice and emerging brand thinking. We thrive on a challenging branding brief and love winning over any internal client cynics with smart thinking and powerful brand ideas. A strong culture fit is a a critical success factor for a brand project's success as it's important to feel your agency "gets you" and where you want to head.
What should your working relationship with a branding agency be like?
We strongly believe that an agency creates and builds brands with its clients not for its clients. That's why we have specifically built co-creation into the heart of our brand model. At its core, brand co-creation is about involving the people who matter most in shaping the brand from the very outset. It’s so important that all key stakeholders in the business feel their opinions have been heard to buy into the end result, and that customer feedback is captured at key stages to factor into the brand thinking to ensure your output is relevant. A co-creation approach also;
o Reduces the risk of disconnect between what a business says and what it does.
o Creates buy-in and advocacy, because people feel part of the process.
o Tends to produce stronger, more relevant brands that connect both better internally and externally.
o Ensures your brand is created as its most authentic self (authenticity being key to brand success in 2025).
In short: co-creation turns brand building into a shared journey, not something done for a business, but something built with and through its people and audiences. We think this is one of the most critical success factors in any brand process, so we encourage you to carefully assess how any brand agency will build collaboration into its insight gathering and development process. That way you can be sure to build a brand that connects with the hearts, as well as the minds of everyone who touches it.
We strongly believe that an agency creates and builds brands with its clients not for its clients. That's why we have specifically built co-creation into the heart of our brand model. At its core, brand co-creation is about involving the people who matter most in shaping the brand from the very outset. It’s so important that all key stakeholders in the business feel their opinions have been heard to buy into the end result, and that customer feedback is captured at key stages to factor into the brand thinking to ensure your output is relevant. A co-creation approach also;
o Reduces the risk of disconnect between what a business says and what it does.
o Creates buy-in and advocacy, because people feel part of the process.
o Tends to produce stronger, more relevant brands that connect both better internally and externally.
o Ensures your brand is created as its most authentic self (authenticity being key to brand success in 2025).
In short: co-creation turns brand building into a shared journey, not something done for a business, but something built with and through its people and audiences. We think this is one of the most critical success factors in any brand process, so we encourage you to carefully assess how any brand agency will build collaboration into its insight gathering and development process. That way you can be sure to build a brand that connects with the hearts, as well as the minds of everyone who touches it.
Alex Bone
Strategy Director
B2B branding in action
Upp B2B exists to ignite and excite B2B brands through Powerful Creative Thinking, so we have plenty of experience working with B2B businesses to strengthen their brand positioning and presence in market. If you’re thinking about a brand project and want a second opinion on what to do next, then drop us an email; we’d love to help to establish what the brand problem is that needs solving.Get in touch to talk all things B2B branding:
hello@uppb2b.co.uk or call us on +44 161 786 8040.
