Question 1

How long does a rebrand take?

Accepted Answer

For a focused brand strategy and identity project, typically three to four months.

Add a website and you’re looking at four to six months. For larger businesses with more stakeholders and more touchpoints, six to twelve months is realistic.

The design work is rarely what takes the time. Stakeholder sign-off, internal alignment, and rollout are almost always where projects slow down.

Question 2

What's the difference between a rebrand and a brand refresh?

Accepted Answer

A refresh updates your existing identity without changing the underlying strategy. New typeface, refined colour palette, tidied-up logo. It’s evolution, not revolution.

A rebrand starts with the strategy. Who you are, who you’re for, how you’re positioned. The visual identity follows from that.

If your strategy has changed (new market, new audience, new direction) a refresh won’t be enough. You need a rebrand.

Question 3

Is a logo-only project enough?

Accepted Answer

Sometimes. But less often than people think.

A logo in isolation doesn’t give you a brand system. It gives you a mark. Without the colour palette, typography, guidelines, and strategic thinking behind it, that mark has nothing to anchor it.

If you’re at a very early stage and just need something to get started, a logo-only project might buy you time. But plan to revisit it properly when the budget allows.

Question 4

Do I need brand strategy and identity?

Accepted Answer

Almost always, yes.

Strategy without identity leaves you with a document nobody uses. Identity without strategy leaves you with something that looks good but doesn’t do anything commercially.

The two work together. One informs the other. Separating them is how rebrands go wrong.

Question 5

How do I know if I need a rebrand?

Accepted Answer

A few signals worth paying attention to:

Your brand no longer reflects what your business actually does or who it’s for.
You’re winning business despite your brand, not because of it.
You’re embarrassed to send people to your website.
Your competitors look more credible than you, even if your work is better.
Something fundamental has changed; a merger, a new market, a new audience, a pivot in direction.

If any of those sound familiar, it’s probably time.

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