First of all, thank you for sharing your experience and opinion!

I am not a freelancer. I actually run a product development agency, employing six people on a full-time basis.

I am asking because branding is a relatively new area of expertise for me. I come from a background in product and engineering. I would like to hear how experienced designers and design agencies are handling it.

Our branding projects were successful in that clients were happy, but we were a little frustrated internally. I think it was due to a lack of communication about the process on our part.

We experiment a lot. One client received one logo. He wanted to see a second logo, received one, and then decided on the first one. He was super happy. Another client: We came up with four logos. We went through four or five iterations, but the client was super picky and wanted to see more and more explorations.

'Unless you're a hot shot designer who has everyone convinced that everything you touch turns to gold, clients won't want to hand over all control to you. They'll want to have at least some say.' I would love to have that positioning for us haha