​How do you handle branding in your startup/company?

I’m interested in founders approaches to brand identity. What has truly worked (or not) in the process, and how important is it to you?

Where do you typically locate agencies or designers?

What factors—portfolio, cost, style, or communication—make you pick one over the other?

Was it simple to write the brief, or did it require a lot of back and forth?

What aspects of working with designers do you find most enjoyable, and what aspects are the most annoying?

I would be interested in learning about the founder’s actual experiences and lessons. Thank you!