For instance, if you need to develop a brand image over a long period of time, and create a suitable identity scheme to help visualize that brand’s ethos and attitude, then it’s pointless employing a studio who profess to be experts at making business cards or cheap leaflets.

You’ll need a different approach.

Similarly, if you need a designer to take your idea and turn it into a cheap and cheerful printed leaflet, then commissioning a brand consultancy is not going to do you any favours on the cost side of things.

It’s generally horses for courses. However some of the larger outfits will cater for smaller clients and projects, and if you can find one of gems you may just get top level service on small scale projects too.

So how do you find out all this stuff? Simple – most design companies have websites (if not – why not?) and all the points above ought to be quite apparent without too much digging.

Beware of a couple of things though…

Firstly, avoid what are colloquially known as ‘Photoshop Jockeys’, the kind of ‘designer’ that thinks that because they are a good mechanic that they could be a racing driver. They generally have good software skills, but not much in the way of ability to apply them creatively to express a bigger picture (YOUR bigger picture remember). They usually have the attitude of ‘one size fits all’ and you are very unlikely to end up with anything unique, and you’ll probably find that it is not as flexible in production as you’d like.

Secondly, steer clear of the ‘Mystic Designer’ – that’s the one who tries to impress you by making it all sound very complicated. These people will only serve to keep you OUT of the loop,, not a good place to be when you’re paying for a result that you will have to live and work with for some considerable time. Design is, in principle, very simple – it may be hard to get right, but the process is easy to explain and understand to the layman.

Always ask to see a folio of recent work – you may not see an example of exactly what you need, but you will be able to ascertain the competence of the design studio in achieving the aims of the other clients it has serviced.

Make a few mental notes of the other clients, and contact them – a recommendation is by far the best way to sort the wheat from the chaff, but be careful that you still choose the right firm for the job.

If you’re in any doubt, the question to ask is: “How will what you do help my business to achieve its aims?” If you get lots of ums and ahs, then you’re better off looking somewhere else.