Writing a Community Branding RFP + Template

Community branding is more than a logo or a slogan—it’s your story, your spirit, and your strategy wrapped into one cohesive identity. And it all begins with a well-crafted Request for Proposals (RFP).

Whether you're aiming to unify departments under one brand, attract new residents and visitors, or simply refresh your city’s image, a strong RFP sets the tone for the entire process. It helps you define your goals, communicate your expectations, and attract the right branding agency to bring your vision to life.

Here’s how to write a standout community branding RFP that delivers clarity, inspires creativity, and earns real results. (Or use our Community Branding Template)

01. Start with a Strong Introduction

Kick things off with a short overview of your community and the purpose of the RFP. This section should outline why you're pursuing a branding initiative, what you hope to accomplish, and what kind of agency you’re looking to partner with. Share a few lines about what makes your city or town unique because it helps potential partners connect with your community from the start.

02. Define Clear Project Objectives

What does success look like? Your objectives will shape every part of the branding process from research and messaging to design and rollout. Here are a few sample goals to consider.

• Unify community identity across all departments and initiatives

• Celebrate local history, culture, and character

• Foster community pride and ownership

• Support tourism, economic development, and talent attraction

• Differentiate from surrounding communities

• Build trust through consistent communication

• Equip city staff and partners with professional brand tools

Choose 3–6 objectives that best reflect your vision. Be specific and prioritize what matters most to your stakeholders.

03. Outline Proposal Requirements

Make it easy for agencies to know what to include. At a minimum, request:

• A letter of interest

• Firm overview and qualifications

• Key personnel and their roles

• Project approach and proposed timeline

This gives you a solid understanding of each agency’s structure, expertise, and strategic thinking.

04. Detail the Scope of Work

Every branding project includes key phases. Your RFP should clearly outline what you expect from each:

• Research & Discovery: Stakeholder interviews, surveys, community engagement, and competitive analysis

• Messaging & Communication: Brand strategy, voice, tone, and messaging platform

• Visual Identity: Logo design, typography, color palette, brand guide, and collateral recommendations

• Launch & Implementation: Strategic rollout plan, key milestones, and community adoption tools

• Additional Recommendations: Optional marketing or communication tactics for future brand growth

This section ensures every agency is on the same page regarding deliverables.

05. Request Relevant Experience & References

Ask agencies to share examples of past community branding projects and contact information for references. Look for experience working with municipalities, chambers, or economic development organizations. This will give you confidence in their ability to navigate diverse stakeholders and public-facing projects.

06. Set a Budget

Even if it's a rough estimate, providing a not-to-exceed budget range allows agencies to propose realistic solutions and scale their services appropriately. Ask for a fee breakdown by phase to compare proposals more easily. This makes it easier to compare apples to apples.

07. Include a Realistic Timeline

List key dates: proposal due date, interview dates (if needed), firm selection, project kickoff, and target launch. This helps align expectations and sets a strong pace for progress.

08. Share Evaluation Criteria

Let proposers know how their submissions will be judged. Consider criteria such as:

• Relevant community branding experience

• Creative alignment with goals

• Understanding of civic dynamics

• Engagement and facilitation approach

• Budget clarity and value

• References and results

09. Add Submission Instructions & Contact Info

Be specific about the submission format (PDF, online portal, etc.), the deadline, and how to submit. Include contact information for any pre-proposal questions and where updates will be posted.

10. Encourage the Right Fit

Finally, use the closing of your RFP to communicate your excitement about the project. A good match goes both ways. You want an agency that’s talented and genuinely enthusiastic about your community and its future.

Want to save time and get started with a proven format?

👉 Download the UNANIMOUS Community Branding RFP Template (PDF)

This template includes everything you need—from objectives to scope to submission instructions. Just fill in your community’s details, and you’ll be ready to issue an RFP that attracts experienced, creative, and collaborative agency partners.