# Rebranding Human Guide ## What This Is For Plan and execute a brand transformation — from diagnosis to new brand definition to rollout. It gives the agent a clearer input/output frame for brand and messaging: what context to ask for, what decisions to make, and what usable artifact to return. Use this as a human-readable version of the Rebranding agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions. ## When To Use This - Use this when you need a repeatable process for rebranding. - Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt. - Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact. ## When Not To Use This - Do not use this when you only need a quick factual answer. - Do not use this when the work depends on private data you cannot share with the assistant. - Do not use this as a replacement for legal, compliance, financial, or medical review. ## What You Need Before Starting - The goal or business outcome you want. - The audience, customer segment, or market context. - Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance. - Constraints such as tone, length, channel, deadline, region, or approval requirements. - A clear definition of what a good final answer should look like. ## Step-By-Step Workflow 1. State the job clearly: "Use the Rebranding guide to help me with..." 2. Add context: audience, goal, offer, channel, source material, and constraints. 3. Ask the assistant to identify missing inputs before producing the final output. 4. Have the assistant follow the skill-specific guidance below. 5. Review the result against the final checklist and ask for revisions where needed. ## Skill-Specific Guidance - **Understand why** — what's driving the rebrand? The reason shapes everything. - **Audit what exists** — what's working, what's broken, what's worth keeping? - **Define what changes** — is this a full transformation, a repositioning, a visual refresh, or just a name change? - **Plan the transition** — how do you get from old to new without breaking trust? - **Why rebrand?** — What specific problem or opportunity is driving this? (Don't accept "we need a fresh look" — push for the real reason) - **What's the trigger?** — New audience? New market? New leadership? New product? Reputation issue? Funding? - **What's currently broken?** — What feedback are they getting? What's the brand failing to communicate? - **What must be preserved?** — What has equity, recognition, or emotional resonance worth keeping? - **Who are the stakeholders?** — Who needs to be aligned? Customers, investors, employees? - **Timeline** — Is there a deadline driving this? - **Brand refresh** — visual update, same positioning and direction - **Brand repositioning** — new positioning, audience, or market (may include visual update) ## Decision Points And Nuance The original skill emphasizes: Before You Start, Rebranding Philosophy, Information to Gather, Output: Rebranding Framework, 01 — REBRAND DIAGNOSIS, 02 — BRAND EQUITY AUDIT, 03 — REBRAND SCOPE, 04 — THE NEW BRAND DIRECTION, 05 — TRANSITION NARRATIVE, 06 — REBRAND ROLLOUT PLAN. Use these questions to steer the work: - What is the intended audience or buyer? - What source material must be preserved? - What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion? - What examples represent the desired quality bar? - What should the assistant avoid? ## Common Mistakes - **Why rebrand?** — What specific problem or opportunity is driving this? (Don't accept "we need a fresh look" — push for the real reason) - **What must be preserved?** — What has equity, recognition, or emotional resonance worth keeping? ## Copy-And-Paste Prompt ```text Use the Rebranding human guide. My goal: [Describe the business outcome] Audience: [Describe who this is for] Context and source material: [Paste notes, examples, links, or existing copy] Constraints: [Tone, length, channel, timeline, must-include items, must-avoid items] Before producing the final output, ask me for any missing information that would materially improve the result. ``` ## Final Checklist - [ ] The output matches the original goal. - [ ] The audience and context are reflected in the answer. - [ ] Important constraints and source material were preserved. - [ ] The assistant made the relevant decisions explicit. - [ ] The final artifact is ready to use, review, or hand to the next person. ## Source This guide was generated from the arnabbagxd/brand-building-skills skill entry for `rebranding`. ## Source Skill Notes These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic. # 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] ---