🔍 Rebrand Readiness: A Quick Checklist
Before you dive into a rebrand, ask yourself (and your team) these essential questions:
WHO
Who is your Ideal Customer Profile (ICP)?
Firmographics (industry, size, location)
Behavioral insights (pain points, buying motivations)
Your unique value proposition tailored to this customer type
Any legal, budgetary, or technological constraints
Who are our most loyal customers, and what do they value about us? Do they align with your go-forward ICP?
Who inside our organization needs to be involved early in the process and in what way? Who’s the single decision maker?
Who holds today’s brand perception and how do we want that perception to shift?
WHAT
What is no longer serving us in our current brand? What can we say no to?
What brand elements (visuals, voice, promise) are worth preserving and bringing forward in our refreshed brand?
What do we want people to say when they describe our brand tomorrow?
What business goals will this rebrand directly support?
WHY
Why now? What’s changed in our market, audience, offer, or internal structure/focus that makes rebranding the right move?
Why should anyone care that we’re rebranding?
Why are we the right brand to solve our customer’s current (and future) problems?
HOW
How will we define success — and how will we measure it, through which KPIs?
How will we communicate the change internally and externally?
How will we ensure this is more than a cosmetic update?
How will this rebrand evolve our story without losing our essence?
How will we create ongoing value for our business through our brand?
