Rebranding that’s clear, coherent and meaningful.

Understanding rebranding

• Why should a company rebrand?

  Does your brand no longer resonate with the right audience? Have your brand messages or visuals become inconsistent? Is your team confused about what your brand stands for? Does your brand name no longer reflect what you do? If your answer is yes to any of these questions, you might need a rebrand. But there can be many other reasons why a rebranding project might make sense for your organisation. We’re happy to discuss. Drop us a line.

• What does brand positioning and repositioning mean?

  Brand positioning is about understanding your competition and defining how your brand can be different and offer something better. It’s your brand’s place on the competitive landscape, relative to your competitors. Repositioning happens when we change the positioning of an already existing brand.

• What is the difference between a rebrand and a brand refresh?

  The word rebrand might sound overwhelming for some because it is often associated with major overhauls. The term ‘brand refresh’ feels lighter and more appropriate when the change is incremental and the goal is brand evolution rather than revolution.

Is rebranding right for you

• What kind of businesses is rebranding for?

  Any type of business can undergo a rebrand. But you need to have an established business and some existing brand recognition for it to be worthwhile. If you are still new or small and haven’t yet built up your brand, our brand sprints might work better.

• Is the rebranding project customised to every business?

  We apply our tried and tested branding process to every project we work on. The output of the project will be completely bespoke to your organisation though. We’ll scope out the list of deliverables with you before we begin the work. And we’ll help you implement the brand across the touchpoints that are relevant to your business.

• When is the best time to do a rebrand?

  The best time to do a rebrand is when key decision makers can focus on the project. It’s also sensible to rebrand before investing in other major marketing or design activities like content strategies or website redesigns. It’s important to get your brand right first because it should influence everything else you do.

• What are the risks of rebranding?

  The biggest risk of a rebrand is alienating audiences. It’s crucial to understand what resonates with your existing and future customers. Your team should also be given the chance to share their ideas and buy into the new brand. The leadership should be engaged with the rebranding process throughout. They’ll need to embrace, champion and guard the new brand to prevent past mistakes being repeated.

The rebranding process

• What is the process of rebranding?

  The rebranding process is similar to our branding process, but we also take care of your existing audiences and reputation. It’s made up of four key stages: research, strategy, design and implementation. During the research phase, we explore your organisation, audiences, competitors and existing branding. The strategy phase is about the consolidation of your brand purpose, core values, personality and positioning. We’ll help develop a new brand name if you need one. In the design phase, we craft your visual identity and key messages. Finally, we create your brand guidelines and work with you to roll out the new brand across all relevant touchpoints.

• Who needs to be involved in a rebranding project?

  Rebranding exercises work best when they engage stakeholders at every level of your organisation. Your team should know why the change is happening. They’ll be the ones bringing the brand to life on a day-to-day basis, so must buy into your new brand. Not everyone needs to be involved in workshops or one-to-one discussions. But it’s important to give team members an avenue to share their ideas and perceptions of your brand.

• Does the rebranding process happen online or in person?

  Our rebranding process can be run entirely remotely and is open to businesses all around the world. The process consists of a series of virtual meetings, workshops, surveys, and group or one-to-one discussions. They’re really convenient for everyone to attend, and you can save precious time. We can also facilitate these activities in person if needed.

Scope and services

• What is included in a rebranding project?

  Several activities are always part of a rebranding project, like workshops, client and staff surveys, one-to-one interviews and group discussions. We’ll consider your visual, verbal and written brand identities, as well as your brand purpose, values and personality. The final deliverables will depend on what your organisation needs, but a brand guidelines document is a must-have. We can also apply your new branding to any digital or printed items.

• Can I keep my existing logo?

  Yes, if you have already conducted the necessary research to back this up. We advise you to keep an open mind and let the rebranding process reveal the best course of action though.

• Can Brand Purist help with renaming my company?

  Yes. Naming is the hardest and riskiest part of a rebranding exercise. It shouldn’t be rushed or taken lightly. We’ll thoroughly examine the potential impact of a name change during the research phase of our rebranding process. Then we’ll generate names that fit your brand strategy and explore potential design avenues for the best ones.

• Can Brand Purist help with implementing the new brand?

  Yes. It’s really important to us to see the brand implementation through. We offer a wide range of related branding and design services but we’ll always adapt to your organisation’s needs. We can redesign everything from the ground up for you. Or we can act as brand consultants by collaborating with your design team, providing feedback and advice.

Cost and timing

• How much does a rebranding cost?

  We believe in pricing transparency but it’s hard to put a fixed investment figure or rebrands because they depend on your exact scope. As a guide, typical refreshes or rebrands range between £9,500 – £22,500 ($12,000 – $28,500), while multi-entity, complex rebrands fall around £35,500 – £85,000+ ($45,000 – $108,000+). Website rebuilds, brand architecture work or rollout across multiple entities or sub-brands are scoped separately. Please get in touch for a bespoke estimate.

• How long does a rebrand take?

  If your business is large or has been around for a long time, you’ll need a more involved rebranding project. For example, the research, strategy and design phases of our rebranding process take 8-12 weeks for a company of 40 people. The length of the implementation stage is determined by the type of deliverables and number of touchpoints we need to apply the brand to. This is often done in order of priority and can last a few months.