While it’s good to keep in mind the triangle above, we believe good design should be available to all. For those clients who may be at the beginning of their company’s journey and therefore have a tighter budget, we do have to cut our hours down – time is money, after all. However, there are ways the length of a successful branding project can be reduced without compromising on quality. In this post we’ll pass on these efficiency tips, but also advise you on the stages it’s worth investing in – those that can’t – or at least shouldn’t – be rushed.
If you’re a rusher, here’s a summary of the factors we’ve found greatly influence the length of a successful rebrand:
- The amount of client preparation
- The need for primary research
- The profile of the person in charge of the process
- The speed and efficiency of client feedback
- The complexity and logistics of brand roll-out
If you want to take a few minutes now to learn how to save lots of time in future, read on below.
Doing your homework keeps the branding process efficient.
Providing your branding agency with a detailed brief of what you’re looking to achieve with the rebrand saves a lot of time. Our most efficient projects happen when our clients have developed a keen understanding of the things that matter to their audience and have articulated the identity they want to portray as a company. Being clear on why people choose your product over that of your competitors easily saves a month’s worth of interviews and strategy workshops our end. However, having an agency complete this work for you can lead to a more objective, unbiased outcome, and will likely unearth new insights.
Primary research is time consuming but leads to strong outcomes.
While some clients have strong user metrics and consumer research that gives us an excellent insight in to how their product is used and who is using it, often further research is required in order to best understand how to position the brand. This research can take many forms, but typically it requires around 4-6 weeks for a quality turnaround. Consumer brands may undertake quantitative research to understand consumer drivers, while B2B brands may have us conduct interviews and workshops with their current and prospective enterprise customers. We find this work to be incredibly effective in the creation of winning outcomes.
Choosing the right owner to run the project can speed things up.
Creating endless rounds of creative options to answer the brief can easily add months to any branding project – but this shouldn’t be necessary. A skilled branding agency can nail a creative solution for a desired positioning after two or three rounds of iteration. Having a talented UI or Design leader in charge of the branding process can shave a month or two off the process. Take a look at our previous post to read more about choosing the right person to lead the job your end.
The sooner you get back to us, the sooner we can do the work.
This has a lot to do with the previous point, but it’s worth stressing that branding projects are always at least partly collaborative. If you’re able to find someone who can prioritise the project and respond quickly with feedback on the creative work, the project is going to move at a greater pace. There’s no point setting a tight deadline if you’re not able to not supply us with the content or feedback we need to meet it on time.
Some brands are simply more complex to roll out than others.
Rebranding an app is just about as fast as it gets - update the UI, update performance marketing assets, and press a button: done. On the other end of the spectrum is a company that is seasonal and produces the assets for the next period well in advance. Generally, we see companies taking around 2 months to roll out new brands, with exceptionally complex cases taking up to a year to bring into effect.
Setting out a timeline
And finally, because nobody likes to ask what feels like a simple question and get a vague answer akin to ‘How long is a piece of string?’, here’s some specifics. To help plan a rebrand, we’ve established an overall timeline that is broadly representative of the projects we’ve completed over the last 7 years, for companies ranging from a new startup to a multibillion corporation.
- Research and Immersion - 4-6 weeks
- Creative Development - 3 rounds * 2 weeks / round = 6 weeks
- Deployment - 6-8 weeks
- Total 16-20 weeks = 3.5 - 4.5 months
The fastest turnaround we have done historically has been 2 months for an all new company, and the slowest we have done will be around 1.5 years for a new and very involved e-commerce and performance marketing driven brand.
We do believe that where there’s a will there’s a way, so if you're looking to rebrand but have a tight budget or a need for speed, it’s always worth having a chat with us to see what we can do for you. Keeping the above factors in mind will mean we’re all able to find you the best possible solution.