19 Questions That Every Rebrand Needs to Ask

Rebranding is not easy nor inexpensive. It is more than just creating a new logo because your old one looks…well.. old. Rebranding is done to relaunch, reposition, or reintroduce a brand that has gone changes. This could be recovery from a mistake that resulted in loss of trust, merger with another company/entity, or other change that requires you to reintroduce yourself. Another major reason may be that you haven’t updated your brand in years and as a result you have seen a loss of sales or attention and it is time to reposition to help you grow and thus you need to reintroduce yourself.

When deciding to rebrand, I have 19 questions I ask to help organizations to clarify their reasons to take this action.

  1. Why are we doing a rebrand?
  2. What problem are we attempting to solve?
  3. Has there been a change in the competitive landscape that is impacting our growth potential?
  4. Has our customer profile changed?
  5. Are we pigeonholed as something that we (and our customers) have outgrown?
  6. Does our brand tell the wrong (or outdated) story?
  7. What do we want to convey? To whom?
  8. Why should anyone care about our brand?
  9. Have we isolated exactly who should care about our brand?
  10. Have their needs, or the way they define them, changed?
  11. Are we asking our customer to care more about our brand — and what it means — than we do?
  12. Is our brand associated with something that is no longer meaningful?
  13. Is our brand out of step with the current needs and desires of our customers?
  14. Are we leading with our brand direction?
  15. Are we following with our brand direction?
  16. Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary) ?
  17. Will this solution work in 5, 10 and 15 years from now based on what we can anticipate?
  18. Have we assigned some committee to manage the project versus someone (or at most, two people) who is/are focused, inspired and can lead?
  19. If we were starting our business today, would this be the brand solution we would come up with?
Ask yourselves these questions to help you with the process.
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