When should a high-growth company consider a rebrand or brand refresh?
If any of these are true, it’s time to talk:
New strategy, same skin. You’ve pivoted your business model or audience but the brand still speaks yesterday’s language.
M&A or funding event. Investors and new stakeholders expect a narrative that scales.
Category blur. Competitors look and sound suspiciously like you—time to reclaim distinctiveness.
Name baggage. Your current name limits expansion, mispronounces, or conflicts in global markets.
Internal eye-rolls. Employees cringe at the slide deck; brand pride is the canary in the coal mine.
How do I choose the right branding agency for a challenger brand?
Look for three signals:
Strategy-first process. Brand sprint workshops, competitive mapping, customer interviews.
Get to real work, real fast. Don’t get stuck with a studio that spends too much time in the theoretical. Get to real names, real design work, real touchpoints, within the first three weeks.
Make sure you get usable deliverables. Don’t end your engagement with just a brand guidelines doc. Get deliverables your team really uses, like custom photography and video, a deck template, social templates, and best of all (if possible), end with a launch campaign.
What’s the typical timeline and investment for a rebrand?
Our brand engagements start at $50,000, but our average client investment is $200,000-$350,000 including a campaign and website redesign.
What does the rebrand process look like with This January?
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Sprint 0 – Alignment. Stakeholder workshop, success metrics, Slack channel goes live.
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Compass – Strategy Deck. Positioning statement, audience personas, competitive map.
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Name Game (optional). Rapid rounds → legal prescreen → final candidate.
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Identity Design. Brand mood systems → concept routes → refinement → approval.
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Systems Build. Design tokens, templates, brand guidelines (Figma + PDF).
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Launch & Enablement. Campaign creative, internal rollout kit, measurement dashboard.
How will we know the rebrand worked?
Measurement for rebranding efforts can vary from company to company, but we generally recommend an awareness or brand lift study three to six months after launch (depending on launch campaign timings and specifics). If the company name stays the same, a baseline study at the beginning of a project will offer a good comparison and measurement of improvement.
Ready to start?
Book a rebrand audit with our cofounder. We’ll review your current assets and recommend next steps — no strings attached.
