The CEO's Role in a Successful Rebranding


Rebranding unlocks your company’s trapped potential. It is the opportunity to update your image, better articulate the products you deliver, improve the customer experience and be more relevant.


As CEO, your role starts with carrying the rebranding flag. Follow these 4 steps to success:


1. Require The Business Case

Thoroughly evaluate the costs and benefits of rebranding and the risk of not rebranding.


2. Insist on a Multifunctional Team

Since rebranding is an enterprise-wide growth strategy, ensure that all department heads work collaboratively to optimize and align rebrand implementation.


3. Demand A Measurable Return

Embrace and focus on the potential. Know how you’ll measure success.


4. Keep Your Eyes on the Endgame

Rebranding is complex and can take up to 18 months to execute. Cheer on your team, but stand back and let them do the hard work.


Be the lead cheerleader, use the new brand language and embody on-brand behaviors.


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