If you’re searching for an "rebrand RFP template", chances are you’re facing a bigger challenge than filling out a document.
You’re trying to find the right partner to help you navigate change — whether that’s growth, repositioning, new leadership or increased competition. And the way you frame your RFP will directly influence the quality of thinking you receive back.
The problem?
Most rebrand RFPs are written like procurement exercises — not strategic briefs.
This article isn’t a template to copy and paste. It’s guidance on how to write a rebrand RFP that attracts the right partners, the right thinking and the right outcomes.
Start with context, not requirements
Many RFPs begin with a long list of deliverables:
logos, guidelines, websites, campaigns.
But strong rebrands don’t start with outputs — they start with understanding.
Before anything else, give agencies context:
- Who you are as a business
- What’s changed — and why now
- Where you’re trying to get to
- What isn’t working today
Be honest about the challenge
The best RFPs are candid.
If alignment is an issue internally, say so.
If the brand no longer reflects the ambition of the leadership team, say so.
If the organisation has outgrown its positioning, say so.
Agencies don’t need polished language — we need clarity.
Honesty leads to better thinking, stronger recommendations and more realistic proposals.
Define success, not just scope
Rather than focusing only on what you want delivered, explain what success would look like for your brand and your teams.
For example:
- What should be easier after the rebrand?
- What decisions should teams make more confidently?
- What perceptions need to change — internally or externally?
Avoid over-specifying the solution
One of the biggest mistakes in rebrand RFPs is prescribing the answer too early.
If you already know you need a full rebrand, say why.
If you’re unsure whether a refresh or rebrand is needed, say that too.
The role of a strategic partner is to help define the right approach — not just execute a pre-decided plan. Leave room for agencies to challenge assumptions and propose smarter routes forward.
Ask how they think, not just what they’ve done
Case studies matter.
But process matters more.
Instead of asking only for past work, ask questions like:
- How do you approach brand strategy and alignment?
- How do you work with leadership teams?
- How do you ensure brands work beyond launch?
- How do you manage complexity across teams and channels?
This gives insight into how an agency operates — and whether they’re a true partner or a supplier.
Budget: clarity beats precision
You don’t need to include an exact figure, but you should at the very least include a range.
Providing a budget (or realistic investment window) saves time for everyone and leads to more thoughtful responses. Without it, proposals often become vague, inflated or misaligned.
Remember: an RFP is the start of a conversation
A rebrand RFP isn’t about finding the cheapest option or the most polished deck.
It’s about finding a partner you trust to:
- Ask the right questions
- Listen carefully
- Challenge constructively
- And help you make confident decisions
If your RFP invites that kind of response, you’re far more likely to end up with a brand that works — not just one that looks different.
A final thought
If writing the RFP itself feels difficult, that’s often a signal — not a problem.
It usually means the organisation needs clarity before it needs proposals. In those cases, a strategic conversation upfront can be far more valuable than a traditional RFP process.
The best rebrands don’t start with documents. They start with understanding.
