How Long Does a Rebrand Take?

How long does it take a youth to decide who they are?

It really depends on the individual.

How long does a rebrand take?

While the average time to prepare and implement a rebrand is about 8-12 months, the actual duration can vary greatly depending on various factors.

Factors that influence the length of a rebranding process include:

the size and complexity of the company
the scope of the rebrand
the level of involvement and commitment from key stakeholders within the organization.

For a smaller local company – just in the Atlanta area, for example – with simpler structures and limited branding materials to update, a rebrand may take anywhere from 6-9 months.

On the other hand, larger companies with multiple departments, international locations and a wide range of branding elements to change can take up to 12-18 months or even longer for a full rebrand.

The Rebranding Timeline

While the duration of a rebrand can vary, it is possible to outline a general timeline for such projects.

Here’s a breakdown of the typical stages involved in a rebranding process:

1. Discovery and Research (2-4 weeks)

During this initial stage, a deep dive into the company’s current brand identity and market positioning takes place.

You’ll need to conducting research, competitor analysis, customer interviews, and stakeholder surveys to gather valuable insights.

2. Strategy Development (4-6 weeks)

Based on the findings from the discovery phase, the next step is to develop a comprehensive rebranding strategy.

This includes defining the brand’s core values, positioning, target audience, messaging, and visual identity guidelines.

3. Creative Development (6-8 weeks)

With the strategy in place, the creative development stage begins.

This is where you begin designing and creating the new brand elements – including the graphic design of the logo, website, marketing collateral, and anything else that requires updating.

4. Implementation and Rollout (8-12 weeks)

Once the creative assets are ready, it’s time to implement the rebrand across all relevant channels.

Here’s where the rubber meets the road

This includes actually updating the website, social media profiles, packaging, signage, and other physical and digital touchpoints.

5. Internal Communication and Training (2-4 weeks)

To ensure a successful transition, it’s crucial to communicate the rebranding internally to all employees and provide training as necessary.

This stage also involves updating internal documents and guidelines to reflect the new brand identity.

How long does a rebrand take for a company?

It really does depend.

Here are some examples to help you see why:

Example 1: Dunkin’

In the case of renowned companies like Dunkin’ Donuts, now simply known as Dunkin’, the rebranding process was quite extensive.

While the exact timeline is kept confidential, such large-scale rebrands generally take around 18-24 months or even longer.

This timeline includes all the stages from initial concept and research to full implementation.

It’s important to note that Dunkin’ has THOUSANDS of locations worldwide, a long-standing brand history, and a diverse assortment of branding elements to update.

Therefore, the rebranding process needed to be strategized and executed to maintain brand integrity and customer loyalty through the transition.

Example 2: Mailchimp

Not all rebranding endeavors are as extensive as the one carried out by Dunkin’. Consider the example of Mailchimp, a widely-recognized email marketing service provider.

Its rebranding process, although systematic and thorough, was less time-consuming due to the company’s simpler structure and less diverse branding elements.

Mailchimp’s whole rebranding journey, spanning from research to complete rollout, took approximately 9 months.

This relatively quicker process was achieved through a well-coordinated effort between the internal team and an external design agency.

The rebrand saw Mailchimp shift from a literal chimp mascot to a more abstract and creative interpretation, thus aligning the brand more with its expanded offerings beyond just email.

The rebrand, albeit less time-consuming, still demanded meticulous planning and execution to ensure a smooth transition and retain customer trust.

At the End of the Day

Regardless of the magnitude of a rebrand, one thing is certain – it takes time.

Whether you’re responding to a bad branding event or doing a full rebrand… one thing is certain…

You need a lot of strategic planning, creative development, and seamless implementation.

So the next time someone asks you how long it takes to rebrand a company, remember that there’s no one-size-fits-all answer, but it’s definitely not a quick and easy process.

But with careful planning and execution, the end result can be well worth the time invested – just like finding your true self as a youth.