What to do before you rebrand: A practical checklist

Rebranding can feel like a fresh start – a chance to show the world who you’ve become and where you’re going. But before you jump into new colours and a shiny logo, there are a few important things to sort out first. Think of this as the “pre-work” that makes the whole process smoother, clearer, and far less expensive to fix later.

Here’s a practical checklist to help you decide whether you’re truly ready.

1. Understand the real reason you’re rebranding

If you can’t explain why you want to rebrand in a single sentence, stop and revisit your intentions.

• Your business has shifted
• Your current messaging feels off
• Your look feels dated
• Your audience has changed
   

You don’t need a perfect answer (but you do need an honest one).

2. Make sure the right people are aligned early

A rebrand affects everyone, not just the marketing team. Before things get rolling, make sure:

• Leadership agrees on the goal
• No one expects a quick cosmetic makeover
• Everyone understands how big (or small) the change will be
   

If the internal story isn’t aligned, the external story won’t be either.

3. Take an honest look at your current brand

Before you build anything new, know what’s worth keeping. Ask yourself:

• What still feels true?
• What feels outdated?
• What do clients consistently comment on — good or bad?
   

This isn’t about judging your brand. It’s about understanding your starting point.

4. Be clear about who you’re speaking to now

Your audience today may not be the audience you built your brand for years ago. Rebrands are most successful when they match the people you want to reach; the problems they care about; and the language they naturally use.

If you’re not quite sure who you’re speaking to anymore or this picture feels fuzzy, that’s a sign you’ll need support.

5. Check that the timing won’t compete with bigger priorities

There’s no such thing as a “perfect moment” for a re-brand, but they do go smoother when:

• Your team has some capacity
• Your business isn’t in crisis mode
• There’s a logical point to introduce something new
   

If timing feels tight, you may not need to wait, but you do need to plan carefully.

6. Know what you actually need to update

You don’t need to list every single asset – that’s something we can help you with – but it’s good to have a general sense of your overall brand “footprint,” such as whether or not you have:

• A website
• Social channels
• Proposals, presentations, and client onboarding materials
• Internal tools
• Signage
   

This helps prevent the “surprise pile” of updates later on.

7. Understand how much guidance you’ll need

Some organizations come to us with a clear strategy and simply need help doing a visual refresh, while others need help with activities including:

• Understanding their differentiators
• Refining their message
• Aligning their internal culture with their external presence
• Planning the rollout
   

There’s no right or wrong starting point – you just need to know where you are.

A final thought

You don’t need to have everything figured out before you start a rebrand – that’s why we’re here to help!

But a little clarity goes a long way, and it makes the process faster, more intentional, and far more effective.

If you’re staring at this checklist and thinking, “We’re close, but not quite there,” that’s exactly where we come in. We help organizations untangle the early questions, build alignment, and create a brand that actually reflects who they are and where they’re headed.

Whenever you’re ready, we’re here to guide the process, one step at a time.

Schedule your free 30-minute consultation