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HOW TO REBRAND:
19 QUESTIONS TO ASK
BEFORE YOU START
       by David Brier, DBD International
       www.RisingAboveTheNoise.com
“The greatest enemy of knowledge is not ignorance
          but the illusion of knowledge.”
                 Stephen Hawking
Sooner or later,
 you’ll face a
   rebrand.
Maybe your
  customers’
needs changed.
Or the
marketplace has
 gone through
    a shift.
Or your
demographic is
being replaced
 by a younger
different type
 of customer.
Fact is:
  the
 world
changes.
With today’s
 technology,
those changes
  are faster
  than ever.
To stay relevant,
   sometimes
  the correct
   strategy is
   a rebrand.
But before you
        do, there are

       19 QUESTIONS
         your company
           must ask.
                                      Read the full
Follow David Brier on Twitter   original post here:
Why these
questions?
Why these
          questions?
Because over the past 3 years, more giant corporations
have done more rebrands that have been badly executed,
incorrectly conceived, or hastily done resulting either in:
Why these
          questions?
Because over the past 3 years, more giant corporations
have done more rebrands that have been badly executed,
incorrectly conceived, or hastily done resulting either in:
1. No effective change,
Why these
          questions?
Because over the past 3 years, more giant corporations
have done more rebrands that have been badly executed,
incorrectly conceived, or hastily done resulting either in:
1. No effective change,
2. No change in customer perception, or worse,
Why these
          questions?
Because over the past 3 years, more giant corporations
have done more rebrands that have been badly executed,
incorrectly conceived, or hastily done resulting either in:
1. No effective change,
2. No change in customer perception, or worse,
3. A weakened brand with lost sales, smaller marketshare
or reduced consumer confidence in what role your brand
serves in their lives.
Why these
          questions?
Because over the past 3 years, more giant corporations
have done more rebrands that have been badly executed,
incorrectly conceived, or hastily done resulting either in:
1. No effective change,
2. No change in customer perception, or worse,
3. A weakened brand with lost sales, smaller marketshare
or reduced consumer confidence in what role your brand
serves in their lives.
Something you can avoid, by asking these questions first.
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #1
 Why are we
 doing a rebrand?

                                           Read the full
Follow David Brier on Twitter        original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #2
 What problem
 are we attempting
 to solve?
                                           Read the full
Follow David Brier on Twitter        original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #3
 Has there been a change
 in the competitive
 landscape that is
 impacting our
 growth potential?
                                           Read the full
Follow David Brier on Twitter        original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #4
 Has our customer
 profile changed?

                                           Read the full
Follow David Brier on Twitter        original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #5
 Are we pigeonholed
 as something that we
 (and our customers)
 have outgrown?
                                           Read the full
Follow David Brier on Twitter        original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #6
 Does our brand
 tell the wrong (or
 outdated) story?
                                           Read the full
Follow David Brier on Twitter        original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #7
 What do we
 want to convey?
 To whom?
                                           Read the full
Follow David Brier on Twitter        original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #8
 Why should
 anyone care
 about our brand?
                                           Read the full
Follow David Brier on Twitter        original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #9
 Have we isolated
 exactly who
 should care
 about our brand?
                                           Read the full
Follow David Brier on Twitter        original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #10
 Have their needs,
 or the way they define
 them, changed?

                                            Read the full
Follow David Brier on Twitter         original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #11
 Are we asking our
 customer to care
 more about our brand
 — and what it means —
 than we do?
                                            Read the full
Follow David Brier on Twitter         original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #12
 Is our brand
 associated with
 something that is no
 longer meaningful?
                                            Read the full
Follow David Brier on Twitter         original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #13
 Is our brand out of
 step with the current
 needs and desires
 of our customers?
                                            Read the full
Follow David Brier on Twitter         original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #14
 Are we leading
 with our brand
 direction?
                                            Read the full
Follow David Brier on Twitter         original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #15
 Are we following
 with our brand
 direction?
                                            Read the full
Follow David Brier on Twitter         original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

           #16
 Is the goal of this
 rebrand a stepping stone
 (evolutionary) or a
 milestone (revolutionary)?

                                      Read the full
Follow David Brier on Twitter   original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #17
 Will this solution work
 in 5, 10 and 15 years
 based on what we can
 anticipate?
                                            Read the full
Follow David Brier on Twitter         original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK



 Have we assigned some
                                #18
 committee to manage the
 project versus someone (or
 at most, two people) who is/
 are focused, inspired and
 can lead?                 Read the full
Follow David Brier on Twitter         original post here:
HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
            TO ASK

                                #19
 If we were starting our
 business today, would
 this be the brand
 solution we would
 come up with?
                                            Read the full
Follow David Brier on Twitter         original post here:
Warning:
 Don’t just read them.
    Answer these questions.
Your brand (and your customers)
         will thank you.
               A lot.
Want to see
  before-and-after
     examples?
                                Go here.
                                                 Read the full
Follow David Brier on Twitter              original post here:
Check out these leading branding
                presentations that have exceeded
                            226,389 views:



                                                     Read the full
Follow David Brier on Twitter                  original post here:
Check out these leading branding
                presentations that have exceeded
                            226,389 views:



                                                     Read the full
Follow David Brier on Twitter                  original post here:
Check out these leading branding
                presentations that have exceeded
                            226,389 views:



                                                     Read the full
Follow David Brier on Twitter                  original post here:
Check out these leading branding
                presentations that have exceeded
                            226,389 views:


                                Have a question?
           We help companies stand out and rise above the noise. Let’s talk.
                                                                             Read the full
Follow David Brier on Twitter                                          original post here:
Want more?
Subscribe at RisingAboveTheNoise.com
Want more?
Subscribe at RisingAboveTheNoise.com

     Follow David Brier on twitter:
             @davidbrier
Want more?
Subscribe at RisingAboveTheNoise.com

      Follow David Brier on twitter:
              @davidbrier
   Design, art direction and text by David Brier of DBD International

                       Copyright 2013 DBD International

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A flour, rice and Suji company in Jhang.
 

How to rebrand: 19 Questions to Ask Before You Start

  • 1. HOW TO REBRAND: 19 QUESTIONS TO ASK BEFORE YOU START by David Brier, DBD International www.RisingAboveTheNoise.com
  • 2. “The greatest enemy of knowledge is not ignorance but the illusion of knowledge.” Stephen Hawking
  • 3. Sooner or later, you’ll face a rebrand.
  • 4. Maybe your customers’ needs changed.
  • 5. Or the marketplace has gone through a shift.
  • 6. Or your demographic is being replaced by a younger different type of customer.
  • 7. Fact is: the world changes.
  • 8. With today’s technology, those changes are faster than ever.
  • 9. To stay relevant, sometimes the correct strategy is a rebrand.
  • 10. But before you do, there are 19 QUESTIONS your company must ask. Read the full Follow David Brier on Twitter original post here:
  • 12. Why these questions? Because over the past 3 years, more giant corporations have done more rebrands that have been badly executed, incorrectly conceived, or hastily done resulting either in:
  • 13. Why these questions? Because over the past 3 years, more giant corporations have done more rebrands that have been badly executed, incorrectly conceived, or hastily done resulting either in: 1. No effective change,
  • 14. Why these questions? Because over the past 3 years, more giant corporations have done more rebrands that have been badly executed, incorrectly conceived, or hastily done resulting either in: 1. No effective change, 2. No change in customer perception, or worse,
  • 15. Why these questions? Because over the past 3 years, more giant corporations have done more rebrands that have been badly executed, incorrectly conceived, or hastily done resulting either in: 1. No effective change, 2. No change in customer perception, or worse, 3. A weakened brand with lost sales, smaller marketshare or reduced consumer confidence in what role your brand serves in their lives.
  • 16. Why these questions? Because over the past 3 years, more giant corporations have done more rebrands that have been badly executed, incorrectly conceived, or hastily done resulting either in: 1. No effective change, 2. No change in customer perception, or worse, 3. A weakened brand with lost sales, smaller marketshare or reduced consumer confidence in what role your brand serves in their lives. Something you can avoid, by asking these questions first.
  • 17. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #1 Why are we doing a rebrand? Read the full Follow David Brier on Twitter original post here:
  • 18. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #2 What problem are we attempting to solve? Read the full Follow David Brier on Twitter original post here:
  • 19. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #3 Has there been a change in the competitive landscape that is impacting our growth potential? Read the full Follow David Brier on Twitter original post here:
  • 20. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #4 Has our customer profile changed? Read the full Follow David Brier on Twitter original post here:
  • 21. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #5 Are we pigeonholed as something that we (and our customers) have outgrown? Read the full Follow David Brier on Twitter original post here:
  • 22. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #6 Does our brand tell the wrong (or outdated) story? Read the full Follow David Brier on Twitter original post here:
  • 23. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #7 What do we want to convey? To whom? Read the full Follow David Brier on Twitter original post here:
  • 24. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #8 Why should anyone care about our brand? Read the full Follow David Brier on Twitter original post here:
  • 25. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #9 Have we isolated exactly who should care about our brand? Read the full Follow David Brier on Twitter original post here:
  • 26. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #10 Have their needs, or the way they define them, changed? Read the full Follow David Brier on Twitter original post here:
  • 27. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #11 Are we asking our customer to care more about our brand — and what it means — than we do? Read the full Follow David Brier on Twitter original post here:
  • 28. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #12 Is our brand associated with something that is no longer meaningful? Read the full Follow David Brier on Twitter original post here:
  • 29. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #13 Is our brand out of step with the current needs and desires of our customers? Read the full Follow David Brier on Twitter original post here:
  • 30. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #14 Are we leading with our brand direction? Read the full Follow David Brier on Twitter original post here:
  • 31. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #15 Are we following with our brand direction? Read the full Follow David Brier on Twitter original post here:
  • 32. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #16 Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary)? Read the full Follow David Brier on Twitter original post here:
  • 33. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #17 Will this solution work in 5, 10 and 15 years based on what we can anticipate? Read the full Follow David Brier on Twitter original post here:
  • 34. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK Have we assigned some #18 committee to manage the project versus someone (or at most, two people) who is/ are focused, inspired and can lead? Read the full Follow David Brier on Twitter original post here:
  • 35. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #19 If we were starting our business today, would this be the brand solution we would come up with? Read the full Follow David Brier on Twitter original post here:
  • 36. Warning: Don’t just read them. Answer these questions. Your brand (and your customers) will thank you. A lot.
  • 37. Want to see before-and-after examples? Go here. Read the full Follow David Brier on Twitter original post here:
  • 38. Check out these leading branding presentations that have exceeded 226,389 views: Read the full Follow David Brier on Twitter original post here:
  • 39. Check out these leading branding presentations that have exceeded 226,389 views: Read the full Follow David Brier on Twitter original post here:
  • 40. Check out these leading branding presentations that have exceeded 226,389 views: Read the full Follow David Brier on Twitter original post here:
  • 41. Check out these leading branding presentations that have exceeded 226,389 views: Have a question? We help companies stand out and rise above the noise. Let’s talk. Read the full Follow David Brier on Twitter original post here:
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  • 43. Want more? Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier
  • 44. Want more? Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier Design, art direction and text by David Brier of DBD International Copyright 2013 DBD International