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Cost of Brand Revitalisation

How much does rebranding cost? Behind successful brand transformations

A brand's strategy & identity is its signature, setting the tone for its interactions, perceptions, and market position. But what happens when this identity needs a makeover? Rebranding, while a transformative journey, is also a significant investment, both in terms of time and resources.

We delve deep into the intricacies of rebranding, offering a comprehensive guide to the costs, strategies, and the value it creates. Whether you're a budding start-up considering a brand refresh or an established business contemplating a complete overhaul, this article provides insights that demystify the financial and strategic aspects of rebranding, ensuring you're well-equipped to make informed decisions. Dive in to uncover the roadmap to successful brand transformations.

Note: Experience world-class rebranding without the cost of a huge agency. With our bespoke services and agile model, we provide value for money.

Get in touch today and let's start your brand's rebranding project. Our agency has worked with world-renowned brands like Cartier, Formula1, and Porsche. Get In touch today for a free brand discovery call.

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How much does it cost to build a new brand?

Building a new brand is a significant investment that goes beyond mere financial implications. It involves a strategic blend of creativity, expertise, and collaboration to carve a niche in the competitive market landscape. While it's challenging to pinpoint an exact cost for revamping a brand, businesses can anticipate the potential expenses by considering the factors discussed above and collaborating with agencies that align with their vision and goals.

How much rebranding costs can vary significantly based on the type and extent of rebranding done. While some businesses may opt for a partial rebrand that involves minor tweaks to the existing brand elements, others may choose a total rebrand, which encompasses a complete overhaul of the brand identity. The costs here would be dictated by the complexity of the project and the expertise required to execute it successfully.

The average B2B company allocates about 5% of its revenues towards marketing efforts, with rebranding initiatives generally consuming about 10% to 20% of the marketing budget. In perspective, if a company has annual revenues of £15 million and a marketing budget of £750,000, the rebranding costs could range from £75,000 to £150,000. It's essential to note that these figures can fluctuate based on the organisation's complexity and the rebranding strategy's depth.

Most small and medium-sized businesses can expect to invest £50,000 to £100,000 and six to eight months for the cost of rebranding or to transform their brand.

We strive to offer relative and valuable solutions. For most businesses, rebranding with us could range from £10,000 to £50,000. For more extensive projects, such as those undertaken by larger enterprises, costs might fall in the £50,000 to £100,000 range. While larger agencies may charge £100,000 or more, some even reaching £250,000, our goal is to position ourselves as an agency that offers excellent value for your investment.

The timeline for creating a new entire brand strategy can be influenced by several factors, including the size of your organisation, the number of decision-makers involved, and the amount of research required. Larger organisations and those with a greater number of decision-makers tend to have lengthier timelines, which can potentially escalate costs. Additionally, the involvement of legal departments and the responsiveness of management teams can also influence the timeline and, consequently, the budget.

Identifying the most critical touchpoints is a pivotal step in calculating the rebranding costs.

• Brand Audit

• Brand Guidelines

• Naming and Tagline

• Internal Brand Research

• Rebranding Elements

• Marketing Collateral

• Brand Identity

• Customer Research

• Stationery

• Photography and Video

• Brand Architecture

• Brand Strategy

• Website

• Copywriting

Brand messaging: the heartbeat of your brand's identity

Brand messaging is the voice, tone, and narrative that communicates who you are, what you stand for, and how you differentiate from competitors. But crafting the right message isn't just about finding the right words; it's a strategic investment that can significantly impact your brand's perception and bottom line.

At its core, brand messaging is more than just a catchy tagline or a mission statement. It encompasses a brand's entire verbal identity. This includes the synthesis of research, facilitated collaborative workshops, positioning, and the creation of a brand manifesto. It's a sequence of steps meticulously designed to build a firm, strategic foundation for the brand, requiring feedback and participation from various stakeholders.

The components of brand messaging

Positioning Statement: This defines how you want your target market to perceive your brand. It's the unique space you aim to occupy in the minds of your audience.

Tagline: A memorable and concise phrase that encapsulates the essence of your brand.

Brand Voice and Tone: The consistent style or personality your brand adopts in its communication. It could be professional, casual, humorous, or any other tone that aligns with your brand's identity.

Brand Story: A narrative that communicates your brand's history, challenges, victories, and vision.

The investment in brand messaging

Rebranding, especially the messaging aspect, is undeniably a significant investment. Rebranding should be viewed as an investment rather than a cost. The actual expense can vary dramatically based on the depth and breadth of the rebranding initiative.

Brand refresh: Ideal for businesses with simple needs, focusing primarily on refining existing brand elements. This might take 2-3 months.

Brand reboot: Suited for companies experiencing growth or those needing a more strategic branding approach. This can involve customer research, brand audits, and revisiting the brand strategy, name, and tagline. Typically spanning 6-8 months.

Brand overhaul: The most comprehensive and expensive rebranding initiative, ideal for global companies facing complex challenges. This can last for up to 12 months.

These costs include the research, stakeholder involvement, and strategic planning that goes into crafting the perfect brand message.

Visual brand: the appearance of your brand's essence

If brand messaging is the melody, the visual brand is the rhythm and harmony. It's the tangible representation of your brand's identity, the first thing people notice, and often the lasting impression they retain. Crafting a compelling visual brand is not just an artistic endeavor; it's a strategic investment with profound implications for how your brand is perceived and engaged with.

The pillars of visual branding

Visual branding is not just about a logo. It's a comprehensive system that includes:

Logo design: The primary symbol representing your brand. It should be distinctive, memorable, and scalable across various mediums.

Color palette: A set of colors that resonate with your brand's personality and values. These colors become synonymous with your brand's identity.

Typography: The fonts and type styles used in your brand's communications. It should be consistent and reflect your brand's voice.

Imagery and graphics: This includes photographs, illustrations, icons, and other visual elements that complement your brand messaging.

Brand stationery: Business cards, letterheads, envelopes, and other printed materials that carry your brand's visual identity.

Website design: A digital representation of your brand, ensuring a seamless user experience that aligns with your brand's visual and messaging guidelines.

The investment in visual branding

The financial commitment to visual branding can vary based on the depth of the rebranding initiative:

Brand Refresh: A brand refresh primarily focuses on refining existing visual elements. This could involve tweaking the logo, updating the colour palette, or introducing new imagery. This might span 2-3 months.

Brand Reboot: This is a more in-depth process, suitable for brands that need a more comprehensive visual overhaul. It might involve a complete redesign of the logo, website, and other collateral. The typically ranges from 6-8 months.

Brand Overhaul: The most extensive visual rebranding initiative encompasses everything from the brand refresh and reboot but delves deeper into brand architecture and guidelines. This can last up to 12 months.

It's crucial to understand that the investment encompasses not just the design outputs but also the research, stakeholder consultations, and strategic planning that go into creating a cohesive visual brand.

Brand strategy

Brand strategy development is the compass that guides every decision, action, and communication. It's the master plan that ensures every facet of your brand, from messaging to visuals, aligns with your core values, goals, and target audience. Crafting a robust game plan isn't just a cerebral exercise; brand strategy is pivotal to lay the foundation for brand longevity, resonance, and growth.

The cornerstones of brand strategy

For strategic rebranding, it's crucial to consider the psychological impact, such as the emotions conveyed and the brand's personality. Elements like keywords, brand personality, unique selling points (USPs), and brand promise are fundamental. As you aim for significant growth and market expansion, the psychological facets of your brand are vital.

Brand strategy is the synthesis of research, insights, and vision. It encompasses:

Brand research: A deep dive into understanding your target audience, market dynamics, competitors, and current brand perception. This often involves surveys, focus groups, and one-on-one interviews.

Brand positioning: Defining the unique space your brand occupies in the minds of consumers. It answers the question: Why should consumers choose you over competitors?

Brand vision and mission: The guiding light for your brand, outlining its purpose, aspirations, and the value it aims to provide.

Brand goals and objectives: Clear, measurable targets that your brand aims to achieve in the short and long term.

Brand architecture: Especially crucial for businesses with multiple products or services, it defines how sub-brands, products, and services relate to and differentiate from one another.

Brand rollout plan: A strategic roadmap for introducing or reintroducing your brand to the market, ensuring consistency and impact.

The investment in brand strategy

The financial commitment to brand strategy can vary based on the depth and breadth of the strategic initiative. It all begins with a brand strategy audit and determining where you want to focus your efforts:

Brand refresh: A brand refresh might involve revisiting and tweaking existing strategic elements to ensure they remain relevant. This might span 2-3 months.

Brand reboot: This is a more comprehensive process, suitable for brands that need a deeper strategic overhaul. It might involve redefining brand positioning, conducting extensive brand research, and reimagining brand goals. This usually takes 6-8 months.

Brand overhaul: The most extensive strategic initiative, it encompasses everything from the brand refresh and reboot but adds in-depth internal brand research, brand architecture, and a comprehensive rollout plan. This can last up to 12 months.

Recognise that these costs are not just about the tangible outputs but also the extensive research, stakeholder consultations, and strategic planning that go into formulating a brand strategy.

Rebranding with our bespoke services

Rebranding emerges as a strategic tool for businesses to stay relevant, competitive, and resonant. But rebranding is not just about change; it's about evolution, growth, and transformation. And when it comes to such a pivotal endeavor, partnering with the right team can make all the difference. Enter our rebranding agency's bespoke services.

The advantages of working with us

Our branding agency believes in delivering excellence without the exorbitant price tag. Our bespoke services are a testament to this ethos. While rebranding can often be viewed as a hefty investment, with us, you get premium services at a value-driven investment price.

Expert creative network: Our team is a curated ensemble of expert creatives, each a specialist in their domain. From visionary designers who can breathe life into visuals to branding specialists who craft compelling narratives, our team embodies expertise and passion.

Top-level agency work: While our team might comprise freelancers, the quality of work we deliver is on par with top-tier agencies. We merge the flexibility and personalised touch of a freelancer with the structured approach and comprehensive solutions of established agencies.

Cost-effective excellence: One of the standout features of our bespoke services is the value proposition. We deliver world-class rebranding solutions at a fraction of the cost typically associated with such premium services. It's not about cutting corners; it's about smart work, streamlined processes, and a commitment to client value.

Why choose our bespoke services for rebranding?

Rebranding is a journey, one that requires strategy, creativity, and precision. With us:

Tailored solutions: 'Bespoke' is not just a term for us; it's our approach. We understand that every brand is unique, and so are its rebranding needs. Our solutions are tailored to align with your brand's vision, goals, and market dynamics.

Collaborative approach: Our team of freelancers collaborates seamlessly, ensuring that every aspect of the rebranding, from strategy to visual execution, is cohesive and impactful.

Transparent pricing: There are no hidden costs or surprises. Our pricing is transparent, competitive, and reflective of the value we bring to the table.

Charting the path forward: the true value of rebranding

Rebranding stands as a testament to a brand's commitment to growth, relevance, and resonance. As we've journeyed through the multifaceted dimensions of rebranding costs, strategies, and the unparalleled value of bespoke services, it's evident that rebranding is not just a financial decision but a strategic pivot. With our guide, you are better equipped to navigate the costs of this transformative process.

This article is written by Alex & Brandon of ikon | We are a boutique branding & creative agency – but not in the traditional sense. We hand-pick a team from our experienced creatives to suit each project, delivering a personal and bespoke service. Alex is always the lead contact every step of the way and our clients include the likes of Cartier, Westfield, Porsche, & F1.

Creating brands that last