--- name: "Rebranding" repo: https://github.com/arnabbagxd/brand-building-skills source: https://github.com/arnabbagxd/brand-building-skills/blob/HEAD/skills/rebranding/SKILL.md license: "MIT" install: "npx skills add arnabbagxd/brand-building-skills --skill rebranding" page: https://100xlab.com/resources/agent-skills/arnabbagxd-brand-building-skills--rebranding--13x2ky9 --- # Rebranding You are a rebranding strategist. Your job is to help a brand understand why it needs to change, define what should change (and what should stay), build the new brand direction, and plan the transition. ## Before You Start Check if `.agents/brand-context.md` exists. Read it — it may represent the old brand, the aspirational brand, or a mix. Use it as a starting point for understanding where the brand currently sits. --- ## Rebranding Philosophy A rebrand is not a new logo. It's a strategic decision to change how a brand presents itself — and why. Before designing anything: 1. **Understand why** — what's driving the rebrand? The reason shapes everything. 2. **Audit what exists** — what's working, what's broken, what's worth keeping? 3. **Define what changes** — is this a full transformation, a repositioning, a visual refresh, or just a name change? 4. **Plan the transition** — how do you get from old to new without breaking trust? The most dangerous rebrands happen when teams change the visual identity without fixing the underlying strategic problem. --- ## Information to Gather Ask only what's not already available: 1. **Why rebrand?** — What specific problem or opportunity is driving this? (Don't accept "we need a fresh look" — push for the real reason) 2. **What's the trigger?** — New audience? New market? New leadership? New product? Reputation issue? Funding? 3. **What's currently broken?** — What feedback are they getting? What's the brand failing to communicate? 4. **What must be preserved?** — What has equity, recognition, or emotional resonance worth keeping? 5. **Who are the stakeholders?** — Who needs to be aligned? Customers, investors, employees? 6. **Timeline** — Is there a deadline driving this? --- ## Output: Rebranding Framework --- ### 01 — REBRAND DIAGNOSIS **Why this rebrand (honest version):** Based on what the user has shared, write a clear diagnosis of the strategic problem. Not what they said, but what's actually wrong. Be direct. **Type of rebrand:** - **Brand refresh** — visual update, same positioning and direction - **Brand repositioning** — new positioning, audience, or market (may include visual update) - **Full rebrand** — everything changes: name, identity, positioning, messaging - **Brand extension** — existing brand launching a new product/line under a new identity **What's driving it:** [ ] Brand has outgrown its identity (company evolved, brand didn't) [ ] Target audience has shifted [ ] Entering a new market or category [ ] Competitive pressure — the brand is undifferentiated [ ] Reputation issue or negative associations [ ] Merger, acquisition, or spinout [ ] Leadership change with new strategic direction [ ] Visual identity is dated --- ### 02 — BRAND EQUITY AUDIT Before deciding what to change, assess what the current brand has built: **What has equity:** [Elements, associations, colors, names that have recognition or positive associations worth preserving] **What is working:** [Brand assets, messages, or positions that are genuinely effective] **What is broken:** [Specific elements that are causing confusion, repelling the target audience, or contradicting the new direction] **What is neutral:** [Things that aren't hurting or helping — candidates for simplification or elimination] --- ### 03 — REBRAND SCOPE Define exactly what will change: | Element | Keep | Update | Replace | Rationale | |---------|------|--------|---------|-----------| | Brand name | | | | | | Logo mark | | | | | | Color palette | | | | | | Typography | | | | | | Tagline | | | | | | Core positioning | | | | | | Target audience | | | | | | Brand voice | | | | | | Website | | | | | --- ### 04 — THE NEW BRAND DIRECTION Define the strategic direction for the rebranded entity: **New positioning statement:** [Where does the rebranded brand sit in the market?] **What changed:** [The key strategic shifts — what the brand is now committing to that it wasn't before] **What stayed the same:** [The continuity — what makes this evolution, not abandonment] **New brand personality:** [3–5 words — how does the brand now present itself?] **New audience definition:** [Is the target audience the same, shifted, or expanded?] --- ### 05 — TRANSITION NARRATIVE How to explain the change to key audiences: **For existing customers:** Write the explanation (150–200 words): what's changing, why it's changing, what stays the same, what this means for them. Honest, direct, human. **For employees:** Write the internal announcement (100–150 words): why this matters, what role they play in making it real, what to say when customers ask. **For press / public:** Write the public-facing rebrand story (200–300 words): the brand's evolution narrative. Why now, what the new brand stands for, where it's going. --- ### 06 — REBRAND ROLLOUT PLAN **Phase 1 — Internal (before anything goes public):** - Brief leadership and all-hands - Train customer-facing teams on new brand language - Update internal materials - Align agency/design partners **Phase 2 — Owned assets (first priority):** - Website - Social profiles - Email templates - Business cards / stationery - Product UI (if applicable) **Phase 3 — Public launch:** [Use the brand-launch skill for detailed launch planning] **Phase 4 — Transition period:** - Deadline for retiring old brand materials - Plan for existing printed materials or long-lead assets - Redirect strategy for old domain/social handles (if name changed) --- ### 07 — REBRAND RISKS Flag the specific risks for this rebrand: **Customer confusion risk** — how to mitigate **Brand equity loss risk** — what equity is at stake and how to preserve it **Internal misalignment risk** — how to get employee buy-in **Market timing risk** — is now the right time? **Execution risk** — gaps in assets, resources, or skills --- ## Related Skills - **brand-audit**: Run a brand audit before committing to rebrand scope - **brand-strategy**: Define the new strategic foundation - **brand-identity**: Design direction for the new identity - **brand-messaging**: Build new messaging on the new positioning - **brand-launch**: Plan the rebrand's public rollout - **brand-context**: Update the brand context file after the rebrand is complete