Whether you’re looking to rebrand because of a merger, a change in your product or service, or a need to adjust your market positioning, a rebranding request for proposal (RFP) can help you find the perfect branding agency to partner with.
We’ll walk you through everything you need to know about creating a rebranding RFP, from what to include and how to write your proposal step-by-step, to best practices to generate interest from potential agencies.
(We’ve even included a free downloadable template. Scroll down to get your copy!)
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What Is A Rebranding Request For Proposal?
A rebranding request for proposal (RFP) is a document that describes what you’re looking for in terms of your company’s rebranding. The purpose of an RFP is to use it as an invitation for agencies to bid on your rebranding project.
The benefit of an RFP is twofold: It helps you compare branding agencies side by side, so you can choose the best experts to collaborate with, and it helps agencies get an overview of your needs and requirements, so they can determine whether they’re a good fit for your project.
A rebranding RFP includes details like your budget and timeline, and the rebranding services you need, such as a brand strategy, brand book design or custom logo design.
What Should You Include In Your Rebranding RFP?
In your rebranding RFP, include:
- Company background
- Rebranding project objectives
- Rebranding services you need
- Your target audience
- Existing challenges
- Project scope
- Project timeline
- Budget
- Proposal timeline
- Criteria for selection
- Contact information
Free Rebranding RFP Template
Download Rebranding RFP Template
Email the download link to:
How To Write A Rebranding RFP In 8 Steps
Your rebranding RFP should provide prospective branding agencies with a clear understanding of your current brand, as well as the desired outcome of your rebranding efforts.
To write a rebranding RFP, follow these eight steps:
1. Introduce Your Business
This step is dedicated to providing detailed information about your brand.
Explain to potential branding agencies who you are, what products or services you offer and what sets your brand apart in your industry, among other details.
Your business summary should include your:
- Short summary of your company’s history
- Business stage (startup, mid-cap or industry leader)
- Brand mission, vision and values
- Market and industry
- Unique value proposition
- Target audience
- Website
- Social media accounts
[Source: Starbucks]
2. Outline Your Branding Challenges
List the challenges that you’re facing or the events that occurred that led you to the decision to rebrand. This will give potential agencies an inside look at your thought process and the deliverables you need in order to overcome the challenges holding you back.
For example, challenges might include:
- Inconsistent brand messaging
- Complex brand architecture
- Inaccurate brand positioning
- Negative brand reputation — check out our blog to read the biggest bad branding examples!
3. Explain Your Target Audience
Describe your target audience and provide insights into their demographics (gender, age and location) so agencies can develop a fuller picture and tailor their recommended services and scope of project.
This will also help your chosen branding agency get a head start on your audience research.
4. Detail Your Project Scope & Deliverables
Here’s where you’ll want to be as specific as possible. Detail the scope of your project in its entirety, and list the exact deliverables you’re looking for.
For example, rebranding deliverables might include:
- Brand audit
- Rebranding strategy
- Custom logo redesign
- Brand book & guidelines
- Custom web design
[Source: thedieline]
This is also a good place to separate deliverables into two lists: a must-have list and a nice-to-have list.
The first should be your non-negotiables, while the second includes features, functionalities, plug-ins or other deliverables that are not required, but would be great to have if they’re within your budget (more on this below!)
5. Describe Your Ideal Branding Agency
From the agency’s location to the team members on board and their experience level, being transparent about what you’re looking for will help you attract qualified agencies that meet your requirements and have the capabilities needed to deliver what you’re looking for.
For example, your considerations might include:
- Number of years in the industry (startup or industry leader)
- Time zone and working hours
- Relevant work portfolio
- Relevant case studies
- Experience level of the experts who will work on your rebranding project
- Availability for reports, updates and meetings
- A full-service agency that offers end-to-end digital services, in addition to rebranding
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6. Set Timeframe Expectations
Include your expectations when it comes to your project’s timeline, along with important milestones or deadlines to help potential branding agencies determine whether they can meet your requirements.
From the start of your project to your expected launch date, make sure the timeline you include is reasonable, and maps out each stage of the project.
7. State Your Budget
Clearly outline your budget for your rebranding project and explain whether your budget is open for negotiation or if you have budget constraints.
This is where your must-have vs. nice-to-have list comes in, from above.
Instead of ignoring your RFP if your budget seems too low, this list will allow agencies to create a detailed proposal on what they can deliver within your budget, and what they would charge for deliverables on your nice-to-have list.
8. Provide Contact Information & A Submission Deadline
Finally, be sure to include your contact information, including the name, email, and phone number of your branding project manager.
Set a clear submission deadline so agencies know when their proposal needs to be in, along with how to send it over (what type of document) and who to send it to.
Rebranding RFP Best Practices & Examples
As a top-rated branding agency, we review RFPs on a daily basis, with proposals ranging from small businesses to large corporations.
We’ve compiled the best tips from our experts to help you create an effective RFP that agencies jump at the chance to respond to.
1. Keep Your RFP Short & Direct
Our first tip is to keep your introduction short and sweet, clear and direct.
To create an effective RFP, be concise and transparent and provide specific details about your rebranding project, from the challenges you’re facing to the deliverables you’re looking for.
2. Establish Your Goals
Your branding goals and project scope make up the backbone of your branding RFP.
Explain what you’re aiming to achieve with your rebrand, whether it’s a repaired reputation, an introduction into a new market, greater visibility or something else.
3. Be Transparent About Your Budget
Did you know that the average agency answers an estimated 150 RFPs per year? Your budget is a key factor for both you and potential agencies, so beating around the bush will only waste time on both ends.
After reviewing your budget and your project’s scope, an agency will either:
- Determine that they cannot send you a proposal that meets your needs and requirements
- Send you a proposal that works within your budget
- Send a proposal that explains what they can deliver within your budget, along with an estimated cost for the additional deliverables you’re looking for
The cost of rebranding services can vary depending on the services required and the scope of the project.
At Digital Silk, we provide custom quotes for every project!
4. Add A Questionnaire To Your RFP
Adding a list of questions can help you narrow down agencies to shortlist after you receive proposals.
Questions might include:
- How many rebranding projects have you done? Have you worked on projects similar to ours?
- Do you have in-house branding specialists and designers or do you outsource talent?
- Based on the goals for our rebrand, do you have any recommendations that we haven’t included?
5. Explain Your Current Challenges
Explaining the challenges you’re facing in your RFP can help branding agencies pinpoint the key focus areas for improvement, so they can recommend specific strategies, which will help you choose an agency to partner with.
Contact our experts. Speak with our experts
Key Benefits Of A Rebranding RFP
Here are the key reasons why it’s important to issue an RFP for your rebranding efforts:
- Connect with more branding agencies: A rebranding RFP helps you reach more agencies, giving you a better chance of finding the perfect match for your rebranding project. On top of directly reaching out to agencies, you can also post your RFP on your website and on boards meant specifically for RFPs.
- Narrow down potential agencies: A rebranding RFP helps you evaluate and compare different agencies regarding their experience and their proposed approach to your project. Instead of aimlessly searching the web for the right fit, an RFP allows you to essentially “put the feelers out” and attract agencies that meet your criteria and are confident that they can deliver what you’re looking for.
- Get accurate quotes: Including specific details about your project, from its scope to the challenges you’re facing and the deliverables you’re looking for, allows agencies to provide you with accurate quotes.
Send Us Your Rebranding RFP
Our in-house, expert team at Digital Silk includes top branding strategists and designers that have years of experience working with brands of all shapes and sizes, across different industries.
Here’s what makes our branding agency a cut above the rest:
- Project ownership: We work as consultants, proactively bringing ideas to the table to drive your project forward
- Transparency: We engage in consistent communication with our clients, from regular progress updates to performance reports
- Results: Everything we do is in service of your unique goals. We keep a close eye on KPIs to track performance, and continuously optimize our efforts to achieve the best results
Our rebranding services include rebranding strategy, brand identity design, brand book, marketing and communication strategy, and brand implementation across all touchpoints, such as your website, social media channels, advertising and packaging.
With a results-driven approach and a focus on results, we deliver engaging brand identities and strategies for companies in every corner of the market.
When you partner with us, you will receive:
- Every digital service you need in-house, from branding and marketing to web design, development and beyond
- Expert guidance from a senior-level team, all under one roof
- Full transparency throughout your rebranding project
Regardless of the challenges your brand is currently facing, our in-house team of senior-level brand strategists, designers, website developers, consultants and marketing experts will help you create an effective rebranding strategy that delivers measurable results.
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