Rights and contracts
How to Evaluate a Brand Offer
Quick answer
To evaluate a brand offer, look at five things together: the work, the money, the rights, the limits on your other work, and the brand. A deal is worth taking when the pay fits the full scope and the terms protect you if something changes.
Key takeaways
- Judge the whole offer, not only the fee.
- Rights and exclusivity can change what a deal is worth more than the number on the first page.
- Most offers fall into three groups: take it, negotiate it, or pass.
- Take time to answer. A good brand will wait for a clear yes.
Step 1: Write down what is being asked
Before you think about price, list what the brand wants you to make, where it will appear, and by when. If any part is vague, ask. You cannot judge an offer you cannot describe.
Step 2: Check the money
Compare the fee with the full scope, not just the number of posts. Ask whether the fee covers usage rights, extra edits, and time spent on revisions and calls. Check the payment terms: when you are paid, whether there is a deposit, and what happens if the brand pays late.
Step 3: Check the rights
Find out where the brand may use your content, for how long, and in what form. Paid ads and whitelisting are worth more than a repost, and they should be priced that way. Check who owns the content, and whether the brand may use your face, voice, or work with AI tools. See Usage Rights Explained.
Step 4: Check the limits on your other work
Look for exclusivity, first-look, or right of first refusal clauses. Compare them with the deals you already have. A new offer should not block work you have already agreed to. See Exclusivity Clauses Explained.
Step 5: Check the work and timing
Look at revisions, deadlines, approval windows, and rush requests. A tight schedule with unlimited revisions can cost more than the fee covers.
Step 6: Check the brand
Ask whether the brand fits your audience, whether it is a real company with a named contact, and whether other creators have had good experiences with it. Be careful with brands that ask you to pay first, will not put terms in writing, or push you to decide quickly. See Brand Deal Red Flags and Your Rights.
Step 7: Check your protection
Look for a deposit, a kill fee, a clear payment date, and fair rules for ending the deal. These decide what happens when plans change. See Kill Fees and Cancellations.
Take it, negotiate it, or pass
| Decision | What it looks like | What to do |
|---|---|---|
| Take it | The scope is clear, rights are limited and priced, exclusivity is narrow or paid, and payment terms are written down | Sign, and keep a copy of the final terms |
| Negotiate it | The brand is a good fit, but one or two terms are too broad or the fee does not match the scope | Ask for specific changes, and offer to adjust the scope instead of dropping your price |
| Pass | The brand will not put terms in writing, asks you to pay first, wants broad rights for little or nothing, or conflicts with a deal you already have | Say no politely, and keep your reasons for your records |
What to say
Thanks for the offer. Before I confirm, can you send the usage terms in writing, including channels, length, and whether paid ads are included?
I can do this at the scope we discussed. If you would like paid usage or exclusivity, I price those separately. Which would you like?
I would like to take this on, but I need a deposit and net terms of [net terms] before I start.
I am not able to take this one on right now. I would be glad to look at it again if the scope or terms change.
Before you answer
Checklist
- I can describe the work in one sentence.
- The fee fits the full scope, including usage and revisions.
- I know where and for how long the brand can use my content.
- I know what exclusivity, if any, I am agreeing to.
- Payment has a due date, and I know what happens if the brand cancels.
- The brand is real, has a named contact, and will put terms in writing.
Frequently asked questions
How do I know if a brand deal is worth it?
Compare the fee with the full scope, including usage rights, revisions, exclusivity, and payment terms. If the pay fits the scope and the terms protect you, it is worth considering.
Should I take a gifted-only offer?
Only if the product and the exposure are worth your time and you are comfortable with any usage terms. Gifting is a trade, so treat it as one. See Gifting vs Paid vs Contra.
Should I say yes to the first offer?
Not automatically. A first offer is a starting point. Ask for the terms in writing, then decide.
How long should I take to answer?
Long enough to check each part. A good brand will wait for a clear answer. Pressure to decide fast is a warning sign.
What if the brand will not negotiate?
Decide whether the offer works as written. If it does not, you can say no. Many brands move on scope or terms even when they hold the fee.
What if an offer conflicts with another deal?
Check the exclusivity terms in both contracts. Tell the brand about the conflict early, and decline or ask to adjust the category or dates.
Do I need a lawyer to evaluate an offer?
Not for every offer. Get a lawyer for large deals, ownership transfers, perpetual rights, broad exclusivity, or anything you do not understand.