Rebrand Right: How to refresh your brand and marketing to grow your business [Pehme köide]

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 youre 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 whats a better way to ensure your Brand
Identity gets used in the optimal way?
How do you know youve 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 its 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

Rachel Fairley and Sarah Robb, co-founders of Rebrand Right, have dedicated their careers to strengthening brands. They have worked with over 90 B2B and B2C brands, across multiple industries, as marketing leaders and brand strategists. Their practical, tried-and-tested approach gives marketers the clarity they need to rebrand with confidence.