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.
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11. Why these
questions?

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?
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18. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#2
What problem
are we attempting
to solve?
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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?
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20. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#4
Has our customer
profile changed?
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21. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#5
Are we pigeonholed
as something that we
(and our customers)
have outgrown?
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22. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#6
Does our brand
tell the wrong (or
outdated) story?
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23. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#7
What do we
want to convey?
To whom?
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24. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#8
Why should
anyone care
about our brand?
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25. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#9
Have we isolated
exactly who
should care
about our brand?
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26. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#10
Have their needs,
or the way they define
them, changed?
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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?
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28. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#12
Is our brand
associated with
something that is no
longer meaningful?
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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?
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30. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#14
Are we leading
with our brand
direction?
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31. HOW TO REBRAND:
19 QUESTIONSSTART
BEFORE YOU
TO ASK
#15
Are we following
with our brand
direction?
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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)?
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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?
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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
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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?
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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.
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38. Check out these leading branding
presentations that have exceeded
226,389 views:
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39. Check out these leading branding
presentations that have exceeded
226,389 views:
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40. Check out these leading branding
presentations that have exceeded
226,389 views:
Read the full
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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.
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43. Want more?
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@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