Home/Pune practice/What a rebrand costs
Guide
The logo is the cheapest thing on the invoice
Rebrand budgets get built around design and then overrun on the parts nobody costed: signage, presentations, packaging artwork, dealer kits and the induction programme.
Get a scoped number See the services
- Cheapest line
- The identity itself
- Most underfunded
- Internal rollout
- Most overrun
- Applications and artwork
- Best value
- Positioning, done first
Where the money goes
| Line | Share of budget | Usually |
|---|---|---|
| Positioning and strategy | Modest | Underspent, and it determines everything else |
| Identity design | Modest | What people think the project is |
| Applications and artwork | Large | Packaging, datasheets, presentations, stationery, livery |
| Signage and physical | Large | Factory, gates, reception, safety boards, vehicles |
| Internal rollout | Small | Almost always cut, and the reason rebrands fail |
| Channel kits | Small | Forgotten until a dealer asks |
| Website | Variable | Depends entirely on whether the content is rewritten too |
What makes projects overrun
Applications discovered late. Nobody counts the packaging SKUs, the datasheet templates, the test certificate formats or the number of vehicles until the identity is approved and the artwork begins.
A second reason is approval drift. Where the promoter, the family and the sales head all review at the end rather than at the positioning stage, the design goes round three times and the timeline doubles.
The fix for both is boring. Count the applications in week two, and get the argument signed off before anything visual is shown.
Before you ask
Can we phase it?
Yes, and most established manufacturers should. Positioning and core material first, then physical applications as stock and signage come up for renewal. A hard cutover is expensive and rarely necessary in industrial categories.
How long does it take?
Ten to fourteen weeks for the work. Physical rollout continues for months afterwards and that is fine, provided the internal and channel steps happened on schedule.
Is it worth it if our customers already know us?
Often the trigger is not customers. It is recruitment, succession, an export push or an acquisition. If none of those apply and customers are content, a rebrand may genuinely not be your priority.
Get a scoped number
Tell me roughly how many products, plants, vehicles and dealers you have. That is enough for a realistic range, and it takes one call rather than a proposal process.
Get a scoped number See case studies
Kunal Waghmare · Padmavati Hills, Mokai Vasti, Bavdhan, Pune, Maharashtra 411021
office@quiamo.com · +91 90216 02686