How much does brand repositioning cost?

Engagements start from $40,000 USD. The final scope depends on the complexity of the repositioning, the number of brand surfaces involved, and whether the engagement covers all three phases or begins with diagnosis only.

How long does a brand repositioning take?

Twelve to twenty-four weeks, depending on scope. Phase 01 (Diagnosis) takes 4–6 weeks. Phase 02 (Architecture) takes 6–8 weeks. Phase 03 (Activation) takes 8–12 weeks. Some founders begin with Phase 01 only.

What is the difference between a rebrand and a repositioning?

A rebrand changes how a brand looks. A repositioning changes where a brand sits in the market. Repositioning moves the brand's perceived tier, pricing power, and competitive set. The visual identity follows from the new position — it is a consequence, not the starting point.

When does a brand need repositioning?

When the business has outgrown what built the brand. The signals: you're competing with brands you've moved past, the wrong clients keep finding you, pricing conversations always go the same way, and the brand no longer reflects what you've built.

Who needs brand repositioning?

Established brands at $5M–$50M that have outgrown their current positioning. Typical verticals: boutique hospitality, D2C at real scale, premium wellness, spirits and specialty F&B, heritage brands modernising, and real estate where brand does material work in the sale.

The Method.

This is how every engagement works. The phases are the same every time. What comes out the other end isn't. Each brand arrives with a different problem, a different ceiling, a different gap between what it has built and what the market is currently willing to pay for it. The method is the framework. What happens inside it is specific to the brand.

Three phases. 12 to 24 weeks. One outcome: a brand operating in the tier it was built for.

01.

Duration · 4–6 weeks

Phase 01 - Diagnosis

Before anything gets made, I find out exactly where the brand is losing. Not where the founder thinks it's losing, and not the surface layer. The actual structural problem: why the right clients aren't finding the brand, why the wrong ones are, why the pricing conversation always goes the way it does. This phase ends with the repositioning brief. Not a deck with gradients and aspirational photography, but a working strategy document that names the position the brand is moving away from, names the position it is moving toward, and articulates exactly what has to change for the move to succeed. The brief is the foundation the architecture phase is built on. Without it, architecture is decoration.

01Why you're discountingMargin Audit
02Where perception stallsCustomer Read
03Who you're really competing withCompetitive Set
04What's capping your pricingPrice Architecture
05The repositioning briefThe Output

02.

Duration · 6–8 weeks

Phase 02 - Architecture

Then I rebuild the foundation. Positioning, narrative, voice, identity system, and naming where naming is needed. This is the brand rebuilt from the inside out, so that every surface, every interaction, every first impression is saying the same thing with the same precision. A buyer arriving at the brand should be able to read the position in the first ten seconds, before they have parsed a single explicit claim. That is the bar architecture is built to meet. By the end of the phase the brand is written down and codified, because a brand that only holds its position while I am in the room is not finished.

01Strategic positioningThe Spine
02Narrative and voiceEditorial Frame
03Identity systemVisual Codification
04Naming and verbal architectureLexicon
05Brand codificationOperating Manual

03.

Duration · 8–12 weeks

Phase 03 - Activation

Last, I put the brand into the world, on the surfaces that actually shape perception: digital presence, launch communications, packaging and print, and the twelve-month arc that follows the launch window. Not a handoff followed by good luck. I stay inside the engagement through launch. The work is to make the brand functional, not just launched. Functional means the founder can sell with it, the team can write in it, the agency partners can extend it, and the website is built to hold it. What the founder leaves with is a brand that runs without me. That is the point.

01Launch directionPublic Move
02Digital presenceOwned Surfaces
03Packaging and printPhysical Surfaces
04Campaign strategy12-Month Arc
05Founder enablementCarrying The Position

Five engagements a year.
By introduction.

Some founders begin with Phase 01 only, for a clear diagnostic read before committing to the full scope.

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Five engagements a year.By introduction.

Five engagements a year.
By introduction.