Rebranding

Rebranding is a complex process, especially for companies that have enjoyed extensive growth in products, services and locations over the years.

Your brand (and sub-brands) are in circulation in many different formats, from packaging and vehicle graphics to corporate signage and ads. A successful rebrand requires extensive research, big picture strategy, meticulous planning and daily management that often isn't feasible with in-house resources due to bandwidth or skill restraints.

Learn more about Inkubate's five-step rebranding process and the value of bringing a fractional CBO (Chief Brand Officer) on board.

Full-service rebranding with expert guidance from start to finish

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Rebrand Process

1. Assessment

This is the starting point. We document your current brand architecture, including all of your sub-brands actively in use, along with the contribution each one is adding to the overall value of your brand. This sets the stage and helps to establish targets (KPI’s) and a budget for your rebrand. This phase includes an initial stakeholder meeting that is recommended to be on-site at your preferred location. Estimated timeline 4 weeks, estimated budget $10,000.

2. Research

It’s important to understand the equity you have in your existing brands and sub-brands, this will help determine the best path forward to maintain the equity you’ve already got. Surveying your team, customers and partners, as well as secondary research is key at this stage. This phase can be done virtually, unless additional site visits or in-person interviews are warranted. Estimated timeline 8 weeks, estimated budget $20,000.

3. Strategy

This is the puzzle. It’s combining everything learned in the assessment and research phase with your goals and my years of experience to develop your updated brand architecture, rebrand strategy and rollout plan. Your strategy and plan will be focused on driving your brand value up while achieving your goals. During this phase and prior to rollout, we will finalize your rebrand budget and timeline. This phase can be done virtually with option of in-person presentation. Estimated timeline 8 weeks, estimated budget $20,000.

4. Rollout

Implementation of the plan requires a dedicated team of designers, programmers, copywriters and marketers to create logos, brand guides, websites, print materials, marketing materials and more. If you have an in-house team available to take on the task, excellent. If not, I’ll put together a team. Either way, I’ll oversee all strategies and creative, participate in weekly meetings and provide monthly budget and timeline updates to key stakeholders. This phase can be done virtually. Estimated timeline 28 weeks, estimated budget for consulting $70,000 plus $100-150,000 for contracted services and printing.

5. Launch

This is the unveiling of your sparkly new brand and where we begin transferring equity from existing brands to your new brand with three different audiences: your internal people, your external customers and partners and the industry and public. Your launch will include an internal and external launch party, publicity and marketing. This phase is done virtually, except for launch events which are in-person. Estimated timeline 4 weeks, estimated budget for consulting $10,000 plus event and PR costs.

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Rebranding is often met with strong resistance from internal stakeholders and can cause extensive holdups or potential abandonment of your rebranding process. This resistance is due to emotional ties to your existing brand combined with the fear of change.

A CBO, or Chief Brand Officer, works alongside your C-level executives and shares equal responsibility for the growth and future of your company. Like other executives who have a focus on finance, HR, marketing or technology, a CBO's focus is on brand.

And when you work with a fractional CBO experienced in developing Brand-Driven Growth Strategies (strategies that leverage brand to increase sales and cut costs), even the most apprehensive stakeholders will be on board and excited about your rebrand.

Benefits of partnering with Inkubate:

focus on company growth and sustainability
30 years of real business experience
over 28 years of strategic brand consulting
experience with over 1000 different companies
brand-driven growth strategies and ideas
actionable plans and ongoing brand management
KPI setting, measuring and reporting
short- and long-term results oriented
honest and objective feedback
works closely with your executive team
allows your marketing team to maintain focus on day-to-day projects
exclusivity within your industry or market area

THE BENEFITS OF AN OUTSIDE EXPERT

Why do you need a CBO?

Pricing structure

Consulting fees are broken down into each phase of your rebrand outlined above. These fees are based on specific deliverables and are detailed in your proposal. The minimum rebrand timeline required is one year, and total consulting fees for a full rebrand start at $130,000. Contracted designers, developers, writers, photographers, and videographers are not included in the consulting fees. Added scope, services, and travel are additional. A $5000 deposit is required at start.