Frequently asked questions
For those of you who want to know more, but aren't quite ready for a conversation, here are some frequently asked questions (and, of course, the answers) that we sometimes to get asked.
Is this a rebrand?
Sometimes. Most of the time it's a codify + clarify + install job: we tighten what's already true, make it repeatable, and give the team the standards to run it. If you also need a visual identity overhaul, we can partner with your designer or bring one in.
Do you work with our agency or team?
Yes. We can lead, collaborate, or plug in as a specialist layer. We're collaborative, not possessive.
What if we only want a website refresh?
That's a common entry point. We'll clarify positioning, messaging, audience hierarchy, and the language your team needs to repeat — then write the core pages. You'll still leave with a scoped Rootstock Brand Book, so the site doesn't become a one-off.
Depends on scope:
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Brand Alignment Sprint: 1–2 weeks
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Website Copy: 2–4 weeks
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Feature Article: 1–2 weeks
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Full install (Architecture with Taste): 6–10 weeks
We confirm the pace after a fit check.
What do we need to bring?
Bring what you have. We'll translate it into standards. Helpful inputs:
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Current site + key pages
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Decks, pitches, sales scripts, proposals
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Strong examples of past work and proof
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Your current offers and 'who it's for' — even if it's messy
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1–3 stakeholders for alignment (as needed)
how do you handle approvals?
One decision owner on your side. Tight meetings, fast decisions, clear prompts. We document every decision so you're not re-litigating the same sentence twice.
How long does an install take?
What does a Brand Book actually include?
A Rootstock Brand Book is your single source of truth. It's built to be used, not admired.
Most Brand Books include:
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Positioning + POV — what you stand for, what you refuse, and the story you're actually telling.
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Audience hierarchy — who it's for first, second, and not at all.
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Messaging architecture — key claims, buckets, taglines, and the language you want repeated.
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Voice + tone rules — how you sound, and how to avoid going generic.
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Proof standards — what counts as evidence and how to use it.
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Examples — copy-and-paste sections for the places you show up most.
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Care instructions — how to keep it coherent as the brand evolves.
Scope sets the depth. Sometimes it's tight and practical. Sometimes it's the full system.