Don’t Hire a Marketing Partner Until You Read This
Why strategy should come before spend, and how to avoid wasting time and money on the wrong partner.
I’ve lost count of how many times I’ve heard a version of this story:
“We hired a marketing agency because they were affordable.”
“They promised the moon.”
“We got a few pretty graphics, some generic content, and no real results.”
Here’s the hard truth: most small businesses don’t need more marketing. They need better brand clarity.
Before you spend a dime on a new website, ads, content, or social media, ask yourself: Do we actually know what we stand for, who we’re trying to reach, and how we want to be perceived?
Because if your brand is murky, your marketing will be too.
1. Brand before marketing
Branding isn’t just a logo or color palette—it’s the foundation for how you show up in the world. It defines your story, your voice, your values, and your unique edge.
If a marketing partner isn’t asking about these things—or worse, if you haven’t figured them out yet—you’re skipping straight to tactics without a strategy. That’s a recipe for busywork and frustration (not to mention wasted time and money), not growth.
2. Know your goals, and make sure they do too
Not all marketing is created equal. Want more leads? Better conversions? Stronger brand awareness? You need different approaches for each.
Good partners will ask smart questions up front. They’ll clarify what success looks like, challenge your assumptions, and map the path from where you are to where you want to go.
Bad ones will overpromise and hope you don’t ask too many questions when results don’t materialize.
3. Don’t mistake style for substance
Slick design can be seductive—but it doesn’t always mean there’s strategic thinking behind it. A beautifully branded campaign that says nothing new, to no one in particular, is still a waste of money.
Look for partners who understand messaging, positioning, and customer psychology.
4. Learn how to evaluate graphic design (even if you’re not a designer)
You don’t need a design degree to spot the difference between thoughtful design and generic fluff, but you do need to know what to look for.
Ask yourself:
Does it reflect a clear hierarchy? Can I quickly tell what’s most important on the page or screen?
Is it aligned to our brand? Does the tone, color, and style match our company’s personality and audience, or could it belong to anyone?
Is it original or template-driven? Are the visuals distinct and memorable, or do they look like they came from a Canva starter pack?
Is there intention behind the choices? A good designer can explain why they chose a certain color, layout, or typeface, not just show you something “cool.”
5. Ask better questions
Here’s a quick checklist to help you vet potential marketing partners:
Strategy
☐ How do you approach brand positioning?
☐ Will we work together to clarify goals before launching campaigns?
☐ What’s your process for aligning creative with business outcomes?
Transparency
☐ What’s included—and not included—in your fee?
☐ How do you measure success?
☐ What happens if we don’t hit our targets?
Experience & Fit
☐ Who will actually be working on our account?
☐ Can you share examples of clients in similar stages or industries?
☐ How do you typically collaborate with clients?
Red flags to watch for:
☐ Packages that promise “everything” for cheap
☐ Vague timelines and deliverables
☐ More emphasis on follower counts than actual business growth
Bottom line?
The right partner won’t just make you look good. They’ll help you think more clearly, act more intentionally, and grow more sustainably.
And if you’re not sure where to start? Start with your brand. That clarity will save you money—and headaches—down the line.
Quick Checklist
How to Spot a Strong Marketing Partner (and Not Get Burned)
☐ Asks about your goals, not just your budget
☐ Prioritizes strategy before tactics
☐ Provides clear deliverables and success metrics
☐ Provides design and messaging that feel specific to your brand
☐ Shows strategic thinking and creative skill
☐ Can explain the “why” behind every choice
☐ Doesn’t overpromise or guarantee overnight results
☐ Works with you as a partner
As a brand strategist, not a marketer, I don’t run ads or manage social campaigns, but I do help you lay the groundwork so those efforts actually work. If you’re unsure about what your business stands for, who you’re trying to reach, or how to communicate your value in a way that sticks, that’s where I come in. Working together, we’ll clarify your vision, sharpen your messaging, and build a brand foundation that makes every marketing dollar work harder. Ready to build your brand? Let’s talk!
