You’re pitching, invoicing, or negotiating usage—and someone asks, “Are we the brand or the client here?” If you can’t answer fast, deals slow down. This guide clears up what’s the difference between a brand and a client, why it matters for creators, and how the distinction changes pitching, pricing, contracts, and payments.
TL;DR
- Brand = who’s being promoted. Client = who hires and pays you. Sometimes they’re the same; often they’re not (an agency or marketplace can be your client).
- Knowing the true client tells you who signs, who pays, what legal name goes on invoices, and who approves content.
- Rates shift with the buyer. Direct-to-brand usually pays more per deliverable; agencies introduce scope/markup but can offer steady work.
- In contracts, watch usage rights, whitelisting, and payment terms—these differ if you’re hired by a brand vs an intermediary.
- Always confirm the contracting entity, approver, and payer before starting. Get it in writing on the SOW/PO.
What’s the Difference Between a Brand and a Client? (Plain-English Definition)
The brand is the company or product being advertised—Nike, Glossier, Adobe, your local café. The client is the legal entity that hires you, signs your contract, and pays your invoice.
- Direct deal: Brand = Client (e.g., LUSH hires you directly).
- Agency/PR/Media buyer: Brand ≠ Client (e.g., Ogilvy hires you to promote Dove; Ogilvy is your client).
- Marketplace/platform: Brand ≠ Client (the platform may be the payer or just the facilitator—clarify in writing).
Beginner tip: On your invoice, use the client’s legal name and billing address—not the brand’s—unless they’re the same.
How the Difference Changes Your Approach
Decision-Makers & Contacts
- Brand = Client: You’re talking to marketing managers or brand leads. Shorter feedback chain.
- Agency/PR as Client: Expect multiple reviewers (account lead, brand manager, legal). Build buffer time.
Scope & Deliverables
- Direct: Deliverables tie closely to the brand’s channels and KPIs.
- Intermediary: You may create assets for brand and agency use (e.g., moodboards, alt cuts). Clarify hand-offs and file formats.
Money Flow, Paperwork, and Taxes
- Direct: Expect a PO or simple contract from the brand; payment terms are often net-30.
- Intermediary: You may need vendor setup, portals, and net-45/60.
- Global: Confirm currency, VAT/GST handling, and whether you need a W-8/W-9 or equivalent.
Intermediate tip: Ask for milestone payments (e.g., 50% on contract, 50% on delivery) on larger scopes—often easier with agencies than big brands.
Usage Rights & Approvals
Who your client is affects how your content gets used:
- Direct brand: Standard organic usage on brand channels; negotiate paid ads/whitelisting separately.
- Agency client: They may request broader paid usage or raw files for editing. Price these separately and time-bound them.
Advanced tip: Quote organic usage in your base rate; add line items for paid usage, whitelisting/spark, cut-downs, paid term (e.g., 3–6 months), and territories.
Brand vs Client: Pricing & Negotiation
When the brand is your client (direct):
- Usually higher CPM/flat rate for the same deliverable.
- Decisions can be slower at large brands but approvals are clearer.
- Negotiate exclusivity windows carefully (brand teams often ask for longer).
When an intermediary is your client (agency/PR/media):
- Per-deliverable rate may be lower, but you can negotiate for volume (packages, retainers).
- Agencies value speed, reliability, and revisions—price in two rounds of edits and rush fees.
- Easier to secure repeating work across multiple brands once you prove fit.
Beginner tip: If the client asks for your “rate card,” provide ranges plus add-ons (usage, rush, exclusivity) to keep flexibility.
Advanced tip: For whitelisting/spark ads, charge % of media spend or a flat fee per 30 days in addition to creation.
When the Brand Is Not Your Client (Common Scenarios)
- Creative/Media Agency: They brief, you invoice them, they bill the brand.
- PR Firm: Focus on product seeding, events, earned coverage; payments may be smaller but frequent.
- Talent/MCN/Marketplace: You may contract with the platform; review payout schedules and dispute terms.
- Distributor/Reseller: The product’s seller hires you; still, the brand is the subject of promotion.
Intermediate tip: Ask, “Who signs the contract and pays my invoice?” If the answer isn’t the brand, note that entity as the client everywhere (SOW, invoice, filename, email subject).
Checklist: Identify Your True Client in 60 Seconds
- Who signs? Name on the agreement/SOW/PO.
- Who pays? Accounts payable email, portal, or banking details.
- Invoice legal name? Must match the payer/contractor.
- Who approves content? Final approver and number of rounds.
- Who owns usage rights? Licensee, paid-usage term, and territories.
- Exclusivity/exposure: Which competitors are off-limits, and for how long?
Copy this list into your onboarding template and confirm all six in writing.
Paperwork & Invoicing Examples
Invoice “Bill To” (Client): Ogilvy & Mather Pte Ltd
Project: Dove #Glow campaign—2× IG stories, 1× Reel
Notes: Paid usage 90 days, US/SG only; net-45; 50% upfront, 50% on delivery.
Invoice “Bill To” (Direct Brand): LUSH Cosmetics Ltd
Project: Valentine’s Bath Bomb Launch—1× TikTok, 1× IG post
Notes: Organic only; net-30; late fee 1.5%/mo after 30 days.
Advanced tip: Add your bank details or Stripe link and a late-fee clause. Use unique invoice numbers and include PO/SOW ID.
Common Pitfalls & How to Avoid Them
- Wrong legal name on invoice: Delays payout. Use the client’s registered name.
- Unpriced usage: If the client can run paid ads, charge for it and set an end date.
- Open-ended revisions: Cap rounds and define what counts as a revision vs. reshoot.
- Unclear deliverable spec: Lock in length, platform, hooks, aspect ratio, and posting windows.
Conclusion
Understanding what’s the difference between a brand and a client makes you faster, clearer, and more profitable. Confirm who hires and pays you, price usage correctly, and match your process to the buyer. Fewer surprises, faster approvals, and better margins.
FAQ
Do I invoice the brand or the agency?
Invoice the client—the entity that signed your contract and will pay you.
If an agency hires me, can the brand still run ads with my content?
Only if your agreement grants paid usage/whitelisting. If not, add a paid-usage license with timing and territories.
Who should approve my content?
Ask for the final approver up front (name/title). Multiple reviewers? Build in buffer time and capped rounds.
Is exclusivity different with brands vs agencies?
Yes. Direct brands often push for longer exclusivity. Price it separately and limit the category and timeframe.
How do I label my files and invoices?
Use a consistent pattern: CLIENTNAME_Brand_Campaign_Deliverable_Date.ext and include the PO/SOW number.
