Overview

Have you been challenged to refresh or fix your brand to reach new buyers and grow revenue? Are you wondering where to start and what it takes to do it successfully? Strengthening your brand will create value for your business. But too often rebrands are done the wrong way and the expected revenue doesn’t follow. You can’t afford to wing it. 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 and identity, to marketing, implementation and experience. Based on 50 years of experience with over 90 B2B and B2C brands, this is the definitive guide to modern rebranding. Let’s get your rebrand right. 'A definitive guide on how to help your business grow through effective brand management and strategy.' - Pete Markey CMO, Boots 'The book I wish I’d had earlier in my career. Brimming with obvious experience and practical steps to follow.' - Marisa Kacary CMO, WilsonHCG 'When it comes to rebranding, no one is more qualified than Sarah and Rachel.' - Alisha Lyndon CEO, Momentum ITSMA

Full Product Details

Author:   Rachel Fairley ,  Sarah Robb
Publisher:   Practical Inspiration Publishing
Imprint:   Practical Inspiration Publishing
Dimensions:   Width: 15.60cm , Height: 1.70cm , Length: 23.40cm
ISBN:  

9781788607209

ISBN 10:   1788607201
Pages:   240
Publication Date:   22 April 2025
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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 you’re 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 – what’s a better way to ensure your Brand Identity gets used in the optimal way? How do you know you’ve 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 it’s 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

Reviews

'This is the new must have book for anyone in Brand and Marketing...Really thorough and thoughtful from two incredibly talented practitioners' - Amazon 5* 'Whether you’re just starting out or looking to refine your approach, this book offers clear insights and actionable advice that you can apply straight away.' - Amazon 5* 'Brilliantly succinct yet deeply informative! An impressive gem of a book' - Amazon 5*

Author Information

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.

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