The definitive guide to rebranding
Learn how to diagnose, define and deliver the right changes to your brand and marketing to grow your business
Official Amazon bestseller
"Effective marketing teams need a playbook to establish a common understanding of brand strategy, but more critically, a practical methodology to implement the grand vision. This is the first book to do both and will be indispensable for any organization."
Anil Gadre, Advisor & CMO
"People undertaking a rebranding should do two things.
1) Be very afraid. 2) Read this book. There is wise advice on every page"
Rory Sutherland, Vice Chairman Ogilvy
“If you’re looking for a definitive guide on how to help your business grow through effective brand management and strategy then look no further.”
Pete Markey, CMO, Boots, Marketing Week’s Marketer of the Year 2023
"This is the book I wish I’d had earlier in my career. It’s a faultless, foolproof guide to anyone considering a rebrand, brimming with obvious experience, relatable examples and practical steps to follow."
Marisa Kacary, CMO, WilsonHCG
“Contains what you need to define, build, and maintain a brand that resonates with your key audiences and delivers on business objectives. One of those essential ‘book buddies’ you’ll keep with you for a very long time.”
Leo McCloskey, CMO, Echodyne Corp.
"A step-by-step guide to rebranding the organisation in a cohesive, holistic way, in support of business growth. A must for any business bookshelf!”
Amanda Jobbins, CMO, Vodafone Business
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).
Four factors of brand growth
What you will learn:
-
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
-
How to quickly assess where your brand stands today against these factors
Brand diagnosis
What you'll learn:
-
What to include in a brand diagnosis
-
How to structure a brand diagnosis presentation
-
How to sequence and run the research required
-
How to approach it when you’re squeezed on budget or time
-
How to share the diagnosis and get buy-in to next steps
Brand Strategy
What you will learn:
-
What a brand strategy is
-
The difference and connection between brand and business strategy
-
How to get beyond the jargon and frameworks
-
The questions you need to answer in a brand strategy and how to answer them
-
How to present a brand strategy and get buy-in
Brand Identity
What you will learn:
-
When brand identity change is necessary
-
What makes a good brand identity
-
Why you need distinctive brand assets
-
What assets you can create and change
-
How to work out what to do with yours
-
How to brief and run a brand identity process
-
Whether to test the brand identity and how
-
Why to say no to guidelines – a better way to ensure your brand identity gets used in the optimal way
Implementation, engagement and experience
What you will learn:
-
How to implement the brand strategy and identity
-
How to get leadership engaged and spearheading the change
-
How to launch well
-
The core implementation team and partnerships you need
-
How to make the brand how we do things, every day
-
What to focus on in the employee and buyer experiences
-
How to inspire everyone to use the brand identity cohesively and creatively
-
How to know you’ve done a good job
Brand to demand – your marketing strategy and plan
What you will learn
-
The eight decisions you need to take in your marketing strategy
-
The eight components of an integrated marketing plan that drives brand to demand
-
How to invest your budget effectively
-
How to sequence and test the work
-
The make-or-break elements
Measurement and momentum
What you will learn:
-
The three reasons to measure
-
How to listen for what’s changing in the market
-
How to know whether your brand strength is improving
-
How to measure the impact of your rebrand and marketing plan
-
How to adjust implementation plans and keep up momentum
-
How to measure your progress
MEET THE AUTHORS
We're Rachel & Sarah
We've dedicated our careers to strengthening brands. Close to 100 at last count across the A-Z of industries. We've worked as marketing leaders and brand strategists in some of the world's largest businesses and branding agencies. But in the early days we weren't always sure we were making the right changes to drive business growth.
What we always wanted was a clear, step-by-step process identifying why and how to make successful changes to a brand within a business, with all its politics, idiosyncrasies and resistance to change. But we’ve had to figure this out ourselves – the hard way.
We hope this book will make it easier for you. It’s really clear and practical. It draws on our breadth and depth of brand-building experience and the latest thought-leadership on how brands actually help businesses grow. It shares specific and practical details of how to diagnose, define and deliver your rebrand.
