Rebrand Right

Introduction

Part 1: Diagnose

The four factors of brand growth. How brands grow and the four factors you need to focus on.

• How your rebrand can drive growth
• The four factors that influence brand growth
• The things you control that contribute to those factors
• Examples of brands that made changes to those factors and turned around their growth
• A model for brand growth that helps guide your next steps.

Brand Diagnosis. Diagnosing how your brand is performing on each of these factors.

• What questions you need to answer to diagnose the rebrand problem you have
• How to structure a Brand Diagnosis presentation
• How to sequence and run the research required
• How to approach it on a small budget.

Part 2: Define

Brand Strategy. Building in relevance and difference.

• What is a Brand Strategy?
• How does it connect to the business strategy?
• The four questions you need to answer in a Brand Strategy
• How to get beyond the complexity of all the Brand Strategy jargon and frameworks
• Where do you get the insights to make changes to your Brand Strategy?
• How do you use these insights to create a cohesive, easy to understand strategy?
• What do you do if you're working with a product brand that is part of a bigger company brand?
• How do you capture the core of what needs to drive your long-term, brand-building effort?
• The seven things to watch out for across the process.

Brand Identity. Building in difference, ease and cohesion.

• When is change to your Brand Identity necessary?
• What makes a good Brand Identity?
• Why do you need distinctive brand assets?
• What assets can you create and change?
• How do you figure out what to do with yours?
• How do you brief and run a Brand Identity process?
• Should you test the Brand Identity and how?
• What may go wrong/plan B
• The shortcuts if limited time or money
• Why to say no to guidelines - what's a better way to ensure your Brand Identity gets used in the optimal way?
• How do you know you've done a good job?

Part 3: Deliver

Implementation, engagement and experience How to approach implementation

• The core team you need
• How to make the brand how we do things, every day
• How to make or break launch
• What to focus on in the employee and customer experiences
• How to create moments that matter
• How to implement the Brand Identity

Brand to demand. Your Marketing Strategy and Plan

• Why to make brand and marketing cohesive
• The decisions you need to take in your Marketing Strategy
• How to invest your budget
• How to structure your Marketing Plan
• The make-or-break elements
• Compelling creative with a hard-working media strategy
• Buyer journeys that make you easy to buy
• Moving from random acts of content to making content to requirements
• Writing messaging that ladders
• Localising to work in each country
• Structuring your team
• Using language wisely and handling fickle colleagues
• Measurement that tells you how it's working

Measurement and momentum

• What to listen for changing in the market
• What, why and how to measure impact
• When to adjust your strategy
• How to feed your plan.

Conclusion