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At least once a week—usually between two and three times—we get asked the following question by existing and prospective clients alike: Should we rebrand? 

Our initial answer is always non-committal. So much goes into developing a true recommendation and confidence-filled answer. Questions like: How long have you had your brand? Does it have equity? How many pieces of collateral or signage would you need to replace with an overhaul? Are you ready for this as a company? 

The list goes on. 

That said, there are a few key indicators that help us make more rapid recommendations. Below are the normal 10 questions we get started with. Plus, we’ve provided some additional clarity on items beneath the survey for your personal reference! 

  1. How old is your company?
  2. Are you looking to change or evolve your name?
  3. When was the last time you updated your brand?
  4. Do you frequently advertise via radio, outdoor, or digital mediums?
  5. Are you B2B or B2C?
  6. Do you have an in-house marketing team?
  7. Is there anything about your brand that is indistinguishable from your company itself? 
  8. What do you value most about your current brand?
  9. Has rebranding ever been discussed?
  10. On a scale of 1-10, how happy are you with your existing brand?
  11. Provide your email and an answer will be emailed to you!

What is a brand?

Simply put, a brand is your name, term, design, or identifying feature that identifies you as unique when compared to your competition. 

What makes up a brand?

There’s a lot that goes into your overall brand. Everything from your name, logo, and tagline—all the way to your primary color palette, copy tone, and headshots. The goal is to have something as cohesive as possible so everything looks and feels part of the same family. 

How long does it take to develop a brand?

Timelines vary based on the scope of the project. Small brand tweaks (like modifying an existing logo) can take as little as one month, while overhaul projects (like changing a name and logo) could take between three and six months.

How does trademarking work?

When developing brand recommendations, our team compares all naming and tagline suggestions against the United States Patent and Trademark Office database. This allows us to see what exists, and more importantly, what doesn’t exist. Once our list is developed, and you feel confident about such direction, we recommend working with a trademark attorney to go through the complete legal vetting process. 

Do you offer templatized packages?

Everything our team offers is custom-built to the client we’re working with. This ensures that you get exactly what you need—nothing more, nothing less.

Do you specialize in a certain type of brand development?

Our team is completely agnostic when it comes to brand development. We’ve built new brands and revamped existing brands for everything from restaurants and bars to international consumer packaged goods and manufacturers. 

How do we get started?

You can fill out the above survey—or give us a call at (716) 462-3256 to have an introductory conversation.