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10 Commandments of Rebranding

Rebranding an organization is a time and resource intensive endeavor. To ensure your success, follow these principles:

  1. Use rebranding to accelerate growth.

  2. Update your brand promise.

  3. Revisit your mission statement and vision too.

  4. Give your new brand elasticity.

  5. Engage leadership from the start.

  6. Rebrand from the top down, and inside out.

  7. Seize the opportunity to initiate cultural changes that reinforce new on-brand behaviors.

  8. Utilize change management principles to align understanding and support.

  9. Align all communications and actions behind the new brand.

  10. Formally launch your new brand.

And the Golden Rule of rebranding: Be aspirational, embrace the future.


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