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 recovered from a mistake that resulted in the loss of trust, a merger with another company/entity, or another 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. Why are we doing a rebrand? What problem are we attempting to solve? Has there been a change in the competitive landscape that is impacting our growth potential? Has our customer profile changed? Are we pigeonholed as something that we (and our customers) ha...