Choose a brand strategist who starts with your customers and business numbers, shows real work with their exact role, explains their process and deliverables in plain words, and tells you what they would do first. Avoid anyone who leads with logos, promises guaranteed rankings or results, or cannot say how success will be measured.
10 questions to ask before you hire
- What would you do first for my business?
A good strategist asks about your customers, numbers and competitors before answering. A generic answer is a warning sign.
- Can you show work in a similar situation, and what exactly was your role?
Look for real projects and a clear role. "We worked on it" is not the same as "I led the positioning".
- What will I actually receive?
Expect named deliverables: audit findings, a positioning statement, messaging pillars, voice and tone, and a roadmap.
- How will we measure success?
Brand work should connect to numbers: leads, cost per lead, conversion rate, repeat customers or branded search.
- Who will do the work?
Know whether you get the senior person or a junior team.
- How do you handle disagreement?
You want someone who pushes back on weak ideas, not someone who just executes.
- Can we start small?
A paid discovery or workshop phase lets you test the fit before the bigger spend.
- How do you research my market?
Customer interviews, competitor review and data, not just opinion.
- Will the strategy carry into my website, ads and content?
Strategy that stays in a PDF is wasted. Ask how it gets into every touchpoint.
- What happens after the project?
Ask about handover, training and support.
Red flags
- Guaranteed first place on Google or in ChatGPT
- A logo before any questions about your customers
- No clear deliverables or timeline
- Results claimed without proof or their exact role
- Pressure to sign the biggest package first
What it should cost
In Dubai, a focused brand audit typically starts from AED 5,000 to 15,000, and a full strategy engagement with identity, messaging and digital strategy from AED 15,000 to 50,000+. Prices vary by market and scope, so compare deliverables, not just the number.
A note on bias
I am a brand strategist, so of course I would like you to consider me. Use this checklist on everyone you speak to, including me. If I am not the right fit, I will tell you.
