Refract Group2026
Blog
Brand guides
What a brand costs, how long it takes, and how to choose who does it.
6 guides
- How much does a brand identity cost?Brand
Angus - How long does a rebrand take?Brand
James - Brand strategy vs brand identity: what’s the difference?Brand Angus
- What does a branding agency actually do for a startup?Brand
Luca - How to name a startup: a practical checklistBrand Luca
- Iterating on our own identityBrand Luca
Questions these guides answer
One from each guide. The full answer is in the guide.
Refract’s brand projects start at $15k, but the deliverables depend on the agreed scope. Share what you already have and where the identity needs to appear so we can confirm what that budget covers.
A refresh updates how an existing brand looks and sounds while keeping its core equity, such as the name and the recognisable parts of the mark. A rebrand changes the brand at its foundation, usually the positioning and the identity, and sometimes the name.
Positioning is the core of brand strategy: the decision about who you’re for and why you’re the better choice for them. Brand strategy also covers what you stand for and how you sound, which positioning alone doesn’t settle.
A branding agency helps a company decide how it should be understood, then builds the tools that get it understood that way: positioning, a name if you need one, a visual identity, a voice, and guidelines your team can use without the agency.
Usually not entirely. Descriptive names are clear on day one but are hard to register as trade marks and hard to stand out with, so a suggestive or invented name is often the better long-term choice.
Working on something like this?
Tell us where it’s stuck. We’ll tell you what we’d do first, and whether we’re the right team.
Most teams start with a call, then a sprint or an audit.
The people you’d work with, from the first call to launch