Branding FAQ: What Clients Usually Ask Before Starting a Rebrand

If you're thinking about a rebrand, you probably have a hundred questions floating around in your head. Most of my clients come to me excited about the possibility of a fresh start, but they're also unsure of what the process looks like, how big of a shift they actually need, and what they should expect from a designer. Rebranding is a meaningful project. It’s an investment of time, energy, and trust. Asking good questions is the best way to make sure the process feels grounded and manageable from the start.

Below are the questions I hear most often, along with the honest answers I give before we begin. My goal is to take the guesswork out of the process so you can decide what direction fits your business or organization best.

• Do I need a full rebrand or just a refresh?

  Great question, and one I hear all the time. A full rebrand is a complete overhaul. It usually means new messaging (sometimes even a new name), new visuals, new brand strategy, and a new direction for how you show up. This is helpful when your business has shifted in a major way or when your brand no longer matches who you are or what you offer.

  A refresh is a lighter lift. It keeps the heart of your brand intact but updates the visuals, messaging, or structure so everything feels more aligned and current. Think of it as fine tuning rather than reinventing.

  If you're not sure which one you need, I like to start with a brand audit to see where the real gaps are.

• How long does a rebrand take?

  It depends on how deep we go. Most full rebrands take six to eight weeks from kickoff to final delivery. That timeline includes our initial meeting, strategy, design development, revisions, and building out your final brand assets.

  A refresh usually takes less time, more like four to six weeks. I want everything to feel thoughtful, intentional, and solid, which means giving your brand the time and attention it deserves.

• What if I don’t know how to articulate what I want?

  You don’t need a fully formed vision. Most of my clients come in with a mix of ideas, screenshots, feelings, and half-formed thoughts. My job is to help you sort through all of that and turn it into something cohesive and directionally strong. I guide you through questions and conversations that make it easier to pinpoint what you’re actually drawn to.

  You don’t have to speak in design terms, just speak from your heart and I’ll glean what I need to.

• What will the final deliverables include?

  Every project is a little different, you can choose from my recommended packages or we can put together a custom scope.

• Do I have to overhaul my website too?

  Not always. Some clients are able to plug their new branding into their existing site with small adjustments. Others realize their website needs a deeper update in order to match the direction of their new brand.

  I’ll always give you an honest recommendation based on what’s already in place. My priority is to make sure everything feels consistent and connected.

• What’s the investment?

  Branding is an investment, and it should be one that pays off over time. My brand packages start at $1,100 and are priced based on scope and depth. Once I understand your goals, timeline, and needs, I outline a clear proposal so you know exactly what you’re getting and what it costs.

  There are no surprises or add ons you didn’t agree to.

• How do I know if I’m ready?

  If your business feels out of sync with the way it looks or communicates, that’s usually the first sign. If you avoid your own website because it no longer feels like a true reflection of you, or if you feel like you’ve outgrown your visuals, you’re probably ready. A rebrand lands best when you have a solid sense of who you serve, what you offer, and the direction you want to grow.

  If you’re still tightening up those pieces, a brand audit or strategy session can be a great first step.

• What happens first?

  We set up a call or Zoom meeting. I learn about your business, your goals, your challenges, and what’s prompting the rebrand. From there, I pull together a proposal with scope, timeline, and deliverables. Once you’re ready to move forward, we begin with onboarding and strategy.

If you’re ready to give your brand a refresh (or even just curious whether a rebrand is worth exploring) I’d love to talk. We’ll chat about where your brand is now, where you want it to go, and whether a full rebrand or a simple refresh is the right move. Either way, you’ll walk away with clarity about your next steps and a sense of what feels right for you!