Rebrand with clarity and confidence

Learn how to diagnose, define and deliver the right changes to your brand and marketing to grow your business

Launching April 22

Preorder here

Rebrand with clarity and confidence

Learn how to diagnose, define and deliver the right changes to your brand and marketing to grow your business

Launching April 22

Preorder here

What you will learn in Rebrand Right

Rebrand Right is a practical guide to help you diagnose, then define and deliver changes to your brand, marketing and experience to grow your business.

Start by understanding the four brand factors that drive growth and diagnose where your problem really lies. Then work your way through step by step - from brand strategy to identity, marketing, implementation and experience.

Based on 50 years of experience on close to 100 B2B and B2C brands, this is the definitive guide to modern rebranding.

Here's an overview of what we cover:

Understand what's going wrong

In Part 1, ‘Diagnose’, we explain the four factors you control that underpin how brand changes drive growth (chapter 1).

We then show you how to diagnose and present what’s really wrong with your brand, assessed against these four factors, to get buy-in for the changes that are needed (chapter 2).

Create the right strategy and identity

In Part 2, ‘Define’, we explain how to create a brand strategy that ditches the jargon and actually engages the organization (chapter 3). Then we cover how to develop a brand identity that stands out, inspires creativity and works cohesively - moving away from typical guidelines to a better approach that inspires all users (chapter 4).

Engage everyone to drive brand to demand

In Part 3, ‘Deliver’, we explain how to engage the whole organization with the strategy to improve the buyer and employee experience (chapter 5), how to craft a marketing strategy that drives brand to demand to revenue (chapter 6), and how to measure the impact of your changes and keep the momentum going (chapter 7).

What do we mean by rebranding?

We know that ‘rebranding’ has many definitions – so let us be clear what we mean.

Rebranding is about finding the right way to refresh your brand to drive business growth.

Doing it right requires an understanding of when and how to make changes to brand strategy, identity, internal engagement, implementation, and marketing.

Rebranding can encompass changes to one, some, or all of these things.

Rebranding right requires detective work at the beginning to understand what’s not working well for your brand.

We’ve seen this diagnosis stage missed out in so many rebrands. Changes to strategy, identity, messaging, marketing and experiences are made without really knowing what problem they’re trying to solve.

Or the strategy just lives in a PowerPoint and isn't what buyers and employees experience. Then you face that disappointing conversation with your chief executive officer (CEO) and chief financial officer (CFO) that the investments made “weren’t worth it”.

Let’s avoid that together.

So how to get started? Well - the best place to start is to get clear on the four factors that you, as a brand-builder, control. These four factors can either damage or supercharge business growth. If you understand them you can diagnose how your brand fares against each, and then come up with your plan on what needs needs to change and why.

These four factors will help you in any conversation with clients or internal leaders. They will help you convince them on the need to rebrand right. So we're giving them away for free. If we can improve the conversation on rebranding right, we've started on on our mission! So grab that chapter here.

GET THE FIRST CHAPTER FOR FREE HERE