The branding process is all about creating a positive perception of your company. It aims to combine different elements such as logo and mission statement and make a seamless theme throughout all marketing communication channels and align it with your customers’ expectations.
Assuming you don’t have an in-house team that can tackle this important task, you will need to partner with one of the branding agencies that can answer all your business needs and provide a consistent brand experience to your customers.
A big part of hiring the right partner agency is writing a request for proposal (RFP) that will convey all the right information needed for vendors to make more valuable formal bids.
We are here to simplify this challenging task for you with our five easy-to-follow steps for writing an effective branding RFP.
1. Introduce your business
2. Explain your current branding challenges
3. Ask the right questions
4. Include a budget scope
5. Set the timelines
Let’s examine these steps in more detail!
The first step in writing any kind of RFP is providing detailed information about your business, such as:
This opening section will help your potential partner agencies understand what your business is all about and create a more tailored bid.
The second step in your RFP should provide the reasons why your business needs branding agency services. Try creating a list of branding aspects you think need improving. These aspects can be:
Whatever the reasons behind your need for branding or re-branding, make sure you explain them to the bidding agencies. This will help them know if they are the right agency for you or not.
In this part of your RFP, you should include questions that need answers. Those answers will later help you decide on which agency to choose for your branding.
There is no standard RFP questionnaire, but we have designed a list of questions that can help you get a general idea of what you need to ask the bidding agencies:
No matter what questions you are going to ask in your RFP, you should always finish with: – “Do you have any questions for us?”
Companies are always facing this dilemma: should we share a budget or not?
You might think that sharing your budget will cause the vendors to artificially raise their prices, but in reality, sharing the budget range will ensure your search process results in finding the right agency for the job, and here is why:
Bear in mind that bidding for the RFP requires serious work from your potential partner agencies. You will ask them to prove themselves on so many levels, so it’s only fair to provide them with a budget range they will be working on.
Your RFP should include the following timelines:
You can also set the time for meetings, conference calls, or vendors’ service demonstrations.
Providing the timelines in your RFP will ensure that the selection process runs smoothly and that everybody involved knows what to do and when.
Whenever you need to outsource any of your business processes, you will need to write a powerful and practical RFP.
Always start by introducing your company and follow with the exact reasons behind your branding RFP.
Make sure you ask the right questions and be transparent with your budget scope to ensure you select the agency that will best suit your needs.
We hope our article helped you understand the importance of an effective branding RFP and, more importantly, provided you with useful tips on how to make your next RFP stand out.
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