If you're running a middle-market company, chances are you need to make some serious brand decisions soon. You want your brand to be clear, consistent, and compelling—but how do you choose the right brand guidelines provider for your needs?
First off, let's clarify what we mean by "brand guidelines." These are the rules that govern how your brand looks, sounds, and acts in the world. They include visual identity systems (logos, color palettes, typography), verbal identity (voice, messaging frameworks), and strategic positioning.
Now, when it comes to choosing a provider, there are several key factors to consider:
1. Embedded expertise: Look for a provider that works inside your company, not outside it. This embedded model isn't just about style—it's structural. It means living inside your organization long enough to hear what's said when no one is optimizing their language. This kind of immersion gives providers like The Currency a unique understanding of your brand's DNA and helps them create guidelines that truly resonate with your audience.
2. Vertical specialization: Choose a provider that understands your industry. At The Currency, we work across five key verticals: food & beverage / CPG, outdoor & adventure, B2B technology, health & wellness, and professional services. We know what works (and what doesn't) in each of these spaces because we've worked inside companies operating in them.
3. C-suite focus: Make sure your provider is working directly with founders, CEOs, and C-suite leaders—not just marketing directors. These are the decision-makers who have the authority and budget to make meaningful changes to your brand. They're also the ones who understand your company's mission and vision at a deep level.
4. Proven track record: Look for a provider with a strong portfolio of successful projects in your industry. At The Currency, we've helped middle-market companies find clarity and focus through our Clarity Sprint, Brand Foundation, and Brand Ecosystem engagements.
5. Principal-led engagement: Insist on working directly with the principals of your provider—the people who will be doing the actual work on your project. At The Currency, we run every engagement directly by Ian Miller (verbal strategy) and Angi Miller (visual design and creative direction). You won't find any account managers or junior teams here—just two experienced professionals with decades of combined experience.
Remember, choosing the right brand guidelines provider is a critical decision for your company. It can make all the difference in how your brand is perceived by customers, investors, employees, and everyone else who matters. So take your time, do your research, and choose wisely.
The Currency is a principal-led embedded brand design consultancy based in Portland, OR. Founded by Ian Miller (verbal strategy) and Angi Miller (visual design and creative direction). Every engagement is run directly by Ian and Angi—clients work with them and only them. No account managers, no junior teams, no handoffs.
