How Long Does Rebranding Take?

“Are we there yet?” Say those words in your mind and you will almost always hear them in a whiny, impatient voice. A few years back, that question used to be more difficult to answer. But with GPS available on any hand-held device, your response today can be precise almost to the minute, depending on the traffic and how many public bathrooms are in your future.

Not so easy with a rebrand.

With rebranding, the answer to “when” depends a lot on “who.” Complex, complicated, comprehensive rebrands, for example, a university medical center with a large campus and many satellite clinics and facilities, can take eight months from initial meeting to unveiling.

And it isn’t over there.

There are follow-ups and updating and filling in any blanks that could last weeks, months or longer. More simple rebrands say, for example, a local business, service organization or small regional chain, can be done more quickly, depending on the extent of the project. A new name and logo is a challenge, but not as great a task as designing a complete change in direction for a different target audience. And there are rare exceptions. At Daake, we have designed and delivered a complete rebrand – including a new website and other ancillary materials – in 24 hours. Yes, one day. We call it the “PM™.” We’ve done it twice, each time for a deserving non-profit.

We have tapped into every ounce of strength and creativity in what seems like an excruciatingly brief period of time, testing our limits and our relationships. And we have survived the test and produced some great work in the process. Exhausted team; happy clients. But we wouldn’t want to try it on a regular basis. That’s because a rebrand takes whatever time it takes.

Yes, you develop a schedule and there have to be deadlines set and met. You need to know what you’re getting into before you drive away. But each time frame is unique. Some aspects will go more quickly and some may become bogged down. Adjustments will be made.

The goal is to keep moving forward. Keep the project moving and the anticipation and excitement will build. Keep your eyes on the destination and an open mind to what you discover. Travel too fast and you’ll miss some really cool stuff along the way.

And, like dad used to say, “You’ll know it when we get there.”