Beginner’s Guide: How to Create an RFP Template for a Rebrand

So, you’ve decided it’s time for a rebrand—congrats! You’re about to embark on an exciting (and at times, long and challenging) journey. Rebranding is more than just a new logo; it’s about redefining how your firm looks, sounds and feels. It’s a major investment, and the first step to making it successful is starting with a well-crafted RFP.

If you plan to work with an outside agency, an RFP (request for proposal) gives you a structured way to communicate your needs, expectations and goals. It also ensures you can compare proposals from different agencies side by side. So, what exactly should your RFP include? Let’s break it down.

Start With an Overview of Your Firm

Begin your RFP by introducing your organization. Share a brief background, such as when you were founded, your size, primary services and target markets. This context helps agencies understand who you are, what industry you operate in, and who your audiences are. Just as you’ll want to evaluate agencies before hiring them, they’ll want to know whether your firm fits their approach and expertise.

Outline Your Rebranding Goals

Next, get into the why. Why are you considering a rebrand? Are you undergoing a merger? Experiencing growth in new markets? Trying to reach a new generation of clients or employees? This section should also identify challenges you foresee, whether it’s unifying multiple brands, managing internal buy-in or modernizing an outdated identity. Be clear about what you hope a new brand will accomplish for your firm.

Define the Scope of Work

Once you’ve established the purpose and goals of the project, it’s time to get tactical. Clearly outline what deliverables you expect the agency to provide. Depending on the scale of your rebrand, this might include:

• New logos and visual identity
• A refreshed color palette and typography
• Brand messaging and positioning statements
• Taglines and brand voice guidelines
• Updated templates (PowerPoints, info sheets, proposals, etc.)
• Internal and external communication strategies
• Launch campaign creative and rollout support

The more specific you are, the better. For example, if you need editable Word and PowerPoint templates, say so. If your rebrand will involve updating content across your website and social media, that should also be included in the scope.

Set a Realistic Timeline

Include a proposed timeline for the project. Be sure to indicate key milestones like when you expect to select an agency, when you want initial concepts delivered and when you hope to launch the brand. If you’re targeting a public brand launch around a specific date (like the start of a new fiscal year), plan for design work and messaging to be completed at least a few months in advance. This gives your internal teams time to prepare and transition materials before the big reveal.

Include Budget Expectations

If you have a defined budget or a ballpark range, include it. This ensures agencies can tailor their responses accordingly and prevents wasted time on proposals that don’t align with your financial expectations. Even a general range is helpful.

Outline RFP Requirements

To fairly evaluate proposals, include a list of requirements and selection criteria. Ask agencies to submit:

• Approach – How will they manage the project? What is their process for gathering input and measuring success?
• Experience – Share relevant case studies, especially with similar organizations.
• References – Provide at least two references from clients with similar scopes.
• Project Team – Who will lead the work, and what are their qualifications?
• Communication & Collaboration – How will the agency work with your internal team? What are the expectations on both sides?
• Cost Breakdown – A detailed look at costs for each component of the project.
• Timeline – An outline of key dates and deliverables.

Call Out Any Preferences

Lastly, share any preferences for your ideal partner. Do you want someone with specific industry expertise, B2B experience or a team located in a certain region? The more transparent you are, the easier it will be to find the right fit.

A Thoughtful RFP Sets the Stage for a Successful Rebrand

A rebrand is a big step, but with the right partner and a solid RFP, it can be an incredibly rewarding one. You’ll gain valuable insight into how others perceive your firm and discover opportunities to grow and improve. The best is truly yet to come.