Key Values Sought by Digital Product Start-ups When Hiring Branding Specialists

Hello everyone, I'm new :) As an experienced brand designer, I am curious to know current needs of digital product start-ups when it comes to hiring branding specialists. In a world where creativity is sometimes treated as a commodity, it is essential to understand the values that companies prioritize in this field. I would greatly appreciate your feedback on the following questions: What are the most important values that digital product start-ups look for when hiring branding specialists? Is it a packaged offer for one set price? Branding + Landing page? Or do start-ups prefer working with branding specialists on a small retainer basis to avoid agency fees? Many thanks, B!