The document outlines six steps for rebranding a company: 1) think about the current brand's strengths, weaknesses, and goals for updating it; 2) conduct brand audits of customer and employee perspectives; 3) define the business reasons for rebranding; 4) use research and surveys to understand current customer and employee views of the brand; 5) determine the brand's position in the market and its unique values; and 6) create a brand building plan to roll out the new identity internally and externally.

2. Rebranding Strategy – Six Steps
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There are countless reasons why businesses might decide to rebrand.
Sometimes it’s a well-known brand wishing to break into new
markets, or prove that it still has its finger on the pulse.
Sometimes it’s a younger company aiming to move from one
stagnant market into another, more vibrant one.

3. Rebranding Strategy – Six Steps
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There are certain steps to follow as part of your
rebranding strategy, to determine whether rebranding
is the right decision for you, and to find the most
effective way to rebrand your company.

4. Rebranding Strategy – Six Steps
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Many businesses make the mistake of assuming that rebranding
is all about adjusting how your company appears to the external
observer – namely, the customer.
In reality, this is only one side of the story.
When deciding how to rebrand your company, it is just as
important to consider the capacity of your employees, since
they will be the ones maintaining your new brand identity.

5. Rebranding Strategy – Six Steps
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SIX STEPS
TO
REBRAND
YOUR COMPANY

6. Rebranding Strategy – Six Steps
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Think about your current brand, from an internal and
external perspective.
What are its strengths and weaknesses, and what are
you hoping to achieve by updating it?
Conduct a full brand audit, among customers and
employees alike.
Make sure you have defined the business reasons that
will underpin your rebranding strategy.

7. Rebranding Strategy – Six Steps
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Once you are certain that rebranding your company is
the way forward, use market research initiatives and
internal surveys to gain an accurate idea of how your
employees and customers currently view the brand.

8. Rebranding Strategy – Six Steps
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Determine your brand’s position in the market.
Define what it is that makes it unique in relation
to other brands, and lay out the brand values that
you are ultimately trying to promote.

9. Rebranding Strategy – Six Steps
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10. Rebranding Strategy – Six Steps
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Build your brand’s internal architecture.
For this it is important that your rebranding strategy includes
a clear statement of your brand’s values and intentions.
This will then inform the content and direction of your
designated keywords, taglines, and overall value position.

11. Rebranding Strategy – Six Steps
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Create your brand’s visual identity.
This will consist not only of its new (or updated) logo, but also
of the fonts and colour schemes that you wish your customers
to associate with your brand, plus the way your visual identity
will be reflected consistently across different media.

12. Rebranding Strategy – Six Steps
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Finally, draw up a brand building plan.
With a roadmap for how you will roll out the new brand identity,
engaging first with employees, and then with consumers.

13. Rebranding Strategy – Six Steps
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