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A branding request for proposal (RFP) is a formal document that announces a branding or rebranding project and outlines its scope, requirements, and goals. It serves as the first step in finding the right vendor by inviting qualified agencies to bid.
With the help of our experts, we’ll cover how to structure a branding RFP, why it’s essential for your project’s success, and provide a free, downloadable template to streamline the process.
Table of Contents
Why Do You Need a Branding RFP?
A well-organized RFP attracts competitive proposals and allows you to compare different branding vendors based on their RFP responses. The process provides an objective framework for selecting the best provider and successfully outsourcing branding services.
Beyond eliminating providers that don’t fit the bill, the RFP process offers these key benefits:
- Get the best price for your project: Sending your RFP to multiple agencies will help you get more competitive proposals and therefore, the best price for your project.
- Meticulously compare potential branding providers: A structured RFP lets you evaluate and compare costs, services, portfolios, expertise, team size, and results to find the most suitable agency.
- Save valuable time and resources: In general, the RFPs follow a standardized format and clear guidelines, which will allow your procurement team to streamline vendor selection and save time and effort on research.
What Elements Should You Include in Your Brand RFP?
A branding RFP follows the same structure as other RFPs used to find potential suppliers, but in this case, it’s specifically for branding services.
Here are the essential components to include when creating your branding RFP:
- Company overview and background information about your business
- Market landscape, key competitors, and industry context
- Brand mission, vision, and unique value proposition (UVP)
- Existing branding issues and challenges that need to be addressed
- Target audience, key demographics, and customer insights
- Project scope and specific deliverables
- Expected project milestones and RFP process timeline and deadlines
- Estimated budget range or constraints
Download a free copy of the branding RFP template on the right side of this page.
How To Write a Branding RFP in 8 Steps
A branding RFP should be tailored to your company’s specific needs and project requirements. However, regardless of the types of services needed, all RFPs follow a structured process to ensure an accurate briefing and a smooth selection process.
Here are the eight essential steps to writing an effective branding RFP:
- Provide the key info about your business
- List your current branding challenges
- Share details about your brand audience
- Outline your branding project’s scope and deliverables
- Describe your ideal branding vendor
- Communicate your RFP and project timeline
- Present your budget
- Provide your contact information
Step #1: Provide the Key Info About Your Business
Start your branding RFP with an accurate and detailed overview of your company. Prospective branding agencies need to understand your business, offerings, and market position to craft relevant proposals.
Provide an exhaustive description of what your business does, your product or service offerings and how they address your customers’ needs, how long you've been in operation, what sets your brand apart, and your current stage of growth.
Simply put, your business information summary should include:
- A short history of your company
- Brand mission and vision
- Unique value proposition
- Business values and goals
- Business stage (start-up, industry leader, etc.)
- Current revenue
- Market and industry
- Competitive landscape
- Major stakeholders
- Procurement officer or branding project manager
- Links to your website and social media accounts
Step #2: List Your Current Branding Challenges
Outline the key issues holding your brand back. Be honest about why your branding isn’t working — whether it’s misguided messaging, irrelevance in the marketplace, or failure to connect with your audience.
Consider challenges like:
- Weak brand positioning: Struggling to establish a strong market presence.
- Lack of brand differentiation: No clear competitive advantage.
- Inconsistent brand messaging: Mixed or unclear brand communication.
- Lacking brand authenticity: Failure to resonate with your audience.
- Breaking brand promise: Not meeting customer expectations.
Clearly defining these challenges — both current and potential — will help your future agency partner devise an effective branding solution.
Step #3: Share Details About Your Brand Audience
Defining your target audience is imperative for successful branding and it is the foundation for your brand positioning. Your brand audience is the group of consumers that your brand’s offerings are most likely to appeal to.
Share all the available information you have about your target audience in your branding RFP. Experts will use this valuable input as the groundwork for your branding strategy.
Include details about your target audience and their main attribute, such as:
- Demographics: Age, gender, location, income level, and occupation
- Psychographics: Buying behavior and habits, shopping history, hobbies, values, and lifestyle.
- Pain points: Challenges your audience faces that your brand addresses.
- Brand perception: How your audience currently views your brand
- Engagement channels: Where they interact with brands (social media, email, retail, etc.)
- User persona/Ideal customer
Step #4: Outline Your Branding Project’s Scope and Deliverables
Clearly outline the scope of work and expected deliverables to ensure alignment with potential agencies. Specify what your branding or rebranding project includes, such as:
Audience research
- Surveys
- Interviews
- Focus groups
- Social media analytics
Brand audit & strategy
- Comprehensive brand assessment
- Proposed branding/rebranding strategy
Visual identity & design
- Logo design: Multiple formats for various channels
- Brand style guide: Color palette and schemes, fonts, logo usage guidelines, and other design elements.
- Brand identity templates: Business cards, letterhead, email signature
Marketing & advertising assets
- Creative ad campaign concepts
- Marketing collaterals (digital and print)
If you’re unsure about defining project deliverables, you can request a discovery phase where branding strategies and designers help map out the scope of services needed.
Step #5: Describe Your Ideal Branding Vendor
You should also outline the key qualities and requirements you expect from an ideal provider. This helps you filter candidates and find the best fit for your project.
Consider factors such as:
- Desired working hours and time zone
- Industry expertise working for your niche or similar industries
- Relevant work portfolio for your branding goals
- A senior-level team of specialists and executive involvement
- Willingness to collaborate with other third-party providers like marketing specialists
- Availability for regular video calls or live meetings, weekly updates, and progress reports
- Preferred payment terms and financial considerations
Additionally, you can ask potential vendors to offer references from past clients, including project summaries and contact details, to validate the agency’s expertise and reliability.
Step #6: Communicate Your RFP and Project Timeline
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One of the most critical aspects of a thorough branding RFP is setting clear deadlines for both the project and the RFP process.
Make sure to include the dates for:
- Project start date
- Project duration
- The milestones for different phases of your project
- The brand RFP distribution to potential vendors
- Response submission period or the timeframe for receiving and reviewing proposals
- When you’ll choose the most suitable branding agencies
- Final decision announcement or when you’ll announce the winning branding agency
This step ensures potential agency partners can plan effectively, develop strategies, and submit proposals on time. Be sure to specify whether your proposed deadlines are fixed or flexible.
Step #7: Present Your Budget
Provide a realistic budget plan in your branding RFP to ensure vendors can offer accurate proposals. This also helps agencies prioritize key services that align with your project goals.
When presenting your budget, be transparent and highlight your openness to negotiations. You may also share any budget constraints as that will also help you better assess the RFP responses from various providers.
Step #8: Provide Your Contact Information
Conclude your document by introducing the contact person for your branding RFP. You can also use this opportunity to reiterate the most pressing deadline for your branding project.
Branding RFP Template
Branding RFP template is useful for creating your request for proposal from scratch, providing all the essential fields and questions — ready to be filled out by agencies.
You can download a free copy of the branding RFP template on the right side of this page.
Here’s what a well-rounded branding RFP template should contain:
Branding Project Overview
- What type of branding agency are you seeking?
- What specific branding services do you need?
- What is your desired completion date?
Company Background/Overview
One or two paragraphs that provide a brief overview of your company, including:
- Who you are
- What you do
- Where you’re located
- Who your target audience is
Brand Mission and Vision
- What is your brand’s mission statement?
- What is your long-term vision?
Current Situation
- Who are your primary competitors?
- Why are you considering rebranding?
- What major threats or challenges do you currently face?
- Where do you see potential opportunities?
Project Scope and Deliverables
Outline the specific deliverables you expect, such as:
- Brand strategy development
- Logo and visual identity design
- Brand messaging and positioning
- Marketing collateral
- Website branding elements
Proposed Timeline
Provide a detailed timeline, including:
- RFP release date
- Deadline for vendor submissions
- Shortlisting and interviews
- Selection and contract finalization
- Project milestones and final delivery
Budget
- Share your anticipated budget, a preferred range, or a not-to-exceed amount.
- Indicate whether budget flexibility is possible.
Proposal Requirements
Agency Information
- Company name, location, and contact details
- Team structure and key personnel
Project Approach
- Methodology and process for branding development
- Tools and techniques used
Experience
- Case studies or examples of past work
- Experience in your industry or with similar projects
Schedule and Timeline
- Expected work plan and key milestones
Cost
- Pricing breakdown, including fees for different services
Deadline
- Final submission
- deadline Preferred format (PDF, Word, online form, etc.)
- Any additional instructions for submission
Submit to (Contact Info)
- Name and title of the primary contact person
- Email and phone number
- Company address
Real-World Examples of Effective Branding RFP Sections
Effective RFP sections are clear, specific, and aligned with an organization’s identity and strategic goals. Below are six examples, each a brief introduction, drawn directly from actual company or municipal RFP documents. Click the links to review the original documents.
1. Concise and Compelling Company Description
A strong branding RFP begins with a vivid description of the organization that instantly conveys its mission, history, and values.
Example: City of Crescent City – Branding & Marketing RFP
“Our organization, the City of Crescent City, is embarking on a comprehensive rebranding effort to capture the unique spirit of our community. With decades of innovative public engagement, we aim to redefine our identity through a new visual language that resonates with both residents and visitors.”
Why It’s Good
- Immediate clarity: It quickly communicates the organization’s mission and history.
- Sets the tone: Provides a clear vision for the branding project, guiding vendors on the expected style and focus.
2. Clear Project Objectives and Deliverables
Once the company is introduced, an effective RFP clearly outlines the project’s objectives and lists the specific deliverables to help vendors understand the outcome expectations.
Example: Village of La Grange Park – Branding & Identity Plan Proposal
“The project’s objective is to deliver a new logo, updated visual identity, and a comprehensive brand guidelines document. Deliverables include a brand strategy presentation, design mockups, and final brand collateral for both digital and print media.”
Why It’s Good
- Specific deliverables: Clearly outlines what will be produced, reducing ambiguity.
- Actionable steps: Enables vendors to structure their proposals around defined milestones and outputs.
3. Realistic Budget Range
An effective RFP presents a clear budget range to help vendors tailor their proposals while ensuring alignment with financial expectations.
Example: Pembina Institute – Green Certificates Retail Partnership RFP
“We have allocated a budget between $75,000 and $100,000 for this branding initiative. This investment will cover strategic research, creative concept development, and production of all brand collateral. Proposals should include phased pricing options to match our evolving needs.”
Why It’s Good
- Transparency: A clearly defined budget filters proposals for those that meet financial expectations.
- Encourages flexibility: Invites vendors to propose phased approaches that can scale with the project.
4. Defined Evaluation Criteria
Clearly defined evaluation criteria ensure a fair, objective selection process and help vendors focus on the aspects that matter most to the organization.
Example: Prince George’s County – Former Hospital Site Redevelopment RFP
“Proposals will be evaluated based on the following criteria:
- Creative approach and innovation (30%)
- Experience with municipal branding projects (25%)
- Cost-effectiveness (20%)
- Ability to provide ongoing support and partnership (25%)”
Why It’s Good
- Objective review: Clearly defined criteria support a systematic evaluation of proposals.
- Vendor guidance: Helps agencies understand which proposal aspects are prioritized.
5. Detailed Project Timeline with Key Milestones
A well-structured timeline with key milestones provides vendors with clear deadlines for each phase of the project to ensure the project stays on track.
Example: Village of La Grange Park – Branding & Identity Plan Proposal
“The rebranding project will follow a structured timeline:
- RFP Launch: May 1, 2025
- Proposal Submission Deadline: May 31, 2025
- Initial Concept Presentations: June 2025
- Final Deliverables: September 2025
- Brand Rollout: November 2025
Regular milestone meetings will be scheduled to review progress and incorporate feedback.”
Why It’s Good
- Time management: Clear deadlines keep both the client and vendors accountable.
- Structured workflow: Milestones facilitate planning and coordination, reducing project delays.
6. Expectations for Ongoing Collaboration and Support
An effective branding RFP outlines the need for continued support to ensure the brand remains consistent over time.
Example: City of Crescent City – Branding & Marketing RFP
“We are seeking not just a one-time deliverable, but a long-term partnership. The selected agency will provide ongoing support through periodic brand audits, regular updates to the brand guidelines, and strategic consultations to ensure consistent brand messaging across all channels.”
Why It’s Good
- Long-term focus: Emphasizes the need for an enduring relationship, not just a single project.
- Comprehensive partnership: Encourages vendors to propose extended service packages that support sustainable brand alignment.
Branding RFP Takeaways
A branding RFP allows you to gather valuable proposals from various vendors and make an objective selection based on your branding goals.
This RFP checklist can also be adapted for other services or industries, including:
- Software development RFP
- Digital marketing RFP
- Website development RFP
- Mobile app development RFP
- SEO RFP
- Social media RFP
- Website design RFP
- eCommerce RFP
- IT services RFP
