rebranding

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---
name: rebranding
description: Plan and execute a brand transformation — from diagnosis to new brand definition to rollout. Use when the user says "rebrand", "rebranding", "brand refresh", "update the brand", "modernize the brand", "our brand is outdated", "we've outgrown our brand", "the brand needs to change", "brand transformation", "pivot the brand", "we're changing the brand", "the old brand doesn't fit anymore", or when a brand has evolved in direction, audience, or market position and needs its identity to catch up.
metadata:
  version: 1.0.0
---

# 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.

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## 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.

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## 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?

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## Output: Rebranding Framework

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### 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

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### 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]

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### 03 — REBRAND SCOPE

Define exactly what will change:

| Element | Keep | Update | Replace | Rationale |
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