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8 Things to Include in a Branding RFP By Lou Leonardis, Partner and Branding Creative Director at Trillion

Searching for a company to create or redesign your organization’s brand can be daunting. A good first step for finding the right resource is to generate a request for proposal, or RFP.

A carefully crafted RFP will create interest in your project, while clearly expressing your problems and goals. On the other hand, an RFP that is not well prepared could be disregarded and ignored by reputable creative teams. 

It is important to consider that the process of responding to an RFP is time consuming for branding companies; they will need to determine whether it is worth the effort to respond.

Some considerations include:

  • Whether they feel they have a good chance of winning,
  • If the project requirements clearly reflect their capabilities, portfolio and organizational set-up, and
  • The availability of a contact person to discuss the project with them.

The following tips define a proposal format that will reflect your organization's professionalism, provide the best information for your possible resopndents and make it easier to compare their responses when you receive them.  

1) Provide Your Company Background

Providing a high-level overview of your company and its history is important to help the branding companies understand more about your business. Include information about your “perceived” mission, vision and value proposition statements. I say “perceived” because you may need these defined or redefined by your branding company; they might not exist or may no longer be relevant. Either way, try to be as descriptive as possible in saying who you are, what you do, who you help, and how you help.

2) Define Your Problem or Challenge

Sometimes a brand can have internal or external issues — or both. Clearly define the challenges and issues your company is having. An example could be inconsistent messaging from business unit to business unit, or the fact that your brand is perceived as dated or irrelevant in the current marketplace. Explain the immediate problems as well as potential long-term problems that you foresee. Frequently, the branding and rebranding process reveals unknown issues that will need to be solved by the branding team.

3) Define the Scope of the Project

Clearly list specific deliverables or tasks you require, such as:

  • Conducting research (such as interviews, focus groups, surveys)
  • Auditing existing brand and marketing materials
  • Defining user personas
  • Creating an online brand guideline
  • Designing specific marketing collateral

You will want to identify the volume of content, number of applications, quantity of interviews or any other specifics the branding company should consider. Another option is to ask the branding company to define the scope as they see it as part of the RFP.

If you are unclear about the project scope, or need help defining it, specify your expectations by requesting a discovery phase with minimum requirements noted, such as the number of meetings or research that will be shared. Then list what you expect to learn from the discovery phase.

4) Define Your Ideal Candidate

Stating that you want to work with a team that is based within a specific geographic location or is of a certain size is helpful. You may want to require that all team members be employees of the branding company and not consultants or freelancers. You can also list your preferences for experience.

5) Define Your Selection Criteria

Defining how and when you will select finalists and determine the eventual winner of the bid is critical. Are you most interested in a branding studio’s portfolio? Relevant work samples? Or is price the most important deciding factor? Defining the key factors will help ensure that your expectations are met. To be fair to the branding companies responding, stay committed to your dates and keep them informed of any delays.

Additionally, I recommend requiring relevant samples of branding projects the branding company has completed. This basic request will show you the caliber of work of each of your respondents, as well as provide an opportunity to hear and see their process, as well as their success stories.

6) List Your RFP Process and Timeline

In order to compare branding proposals more effectively, it’s important to define how you want their proposals submitted to you, including due dates. Is email accepted? Does the file format need to be a PDF? Do you have file size limitations? Do you have a maximum number of pages? You may also require a specific outline format in addition to any naming conventions that are to follow.

It goes without saying that there will be questions. You should have specific protocols for incoming questions and the deadline for receiving them. In order to prevent you from answering the same questions over and over, it is a good idea to include a web link where applicant questions and your answers can be posted. Your website or Google Docs are great places for this.

7) Discuss Your Branding or Rebranding Budget

If you are able to clearly define the scope of the project, deliverables, timeline and requirements, you may be in a good place to define budgetary range. This range can help prevent wide pricing variations.

8) Pose Questions for the Branding Company to Answer

Presenting questions you may ask of your prospective branding company partner will help you gain insights into their thinking and culture and how it can relate back to your business. How the questions are answered can be helpful in the selection process.

The following are questions you should have your branding agency answer, in addition to having them provide a company overview and their accreditations:

  • What is your branding/rebranding process?
  • Why do you think you are the best branding company for the project?
  • Tell us about your leadership and creative team members.
  • What makes you different from your competitors?
  • Which of your team members will be doing the work?

THese tips help you avoid making RFP Mistakes

Omitting key information can lead to dramatically different proposals with tremendously wide variety of cost, resources and timeline. It could waste a lot of time for you and for the branding companies responding to your RFP. Including the right elements will help generate branding proposals that are similar enough for you to be comparing apples to apples.

About the author: Lou Leonardis is Partner and Branding Creative Director at Trillion, a creative studio that specializes in graphic design and web design with a focus on branding. He is a lifelong resident of New Jersey and brings nearly 20 years of design know-how to Trillion. His branding and graphic design work is published internationally and has been recognized with many awards and honors. Lou’s design education was at duCret School of Art as well as School of Visual Arts. You can find Lou and Trillion on Facebook and Twitter @trillioncreates.

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