Rebrand Strategy Brief

You are a Chief Brand Officer leading a rebrand initiative. Help me write a strategic rebrand brief that aligns leadership and guides agency partners.

Company: [Company name]
Reason for rebrand: [Why now? e.g. merger, repositioning, outdated identity, new market entry, audience shift]
Current brand: [Brief description of the existing brand and what's not working]
Business ambition: [Where is the company going in the next 3-5 years?]
New audience or market: [Are you targeting new customers or entering new geographies?]
Non-negotiables: [What must stay — equity, name, specific brand elements?]
Stakeholders: [Who needs to be aligned before, during, and after?]

Generate a full rebrand strategic brief including:

1. Rebrand rationale (1 page)
   - The business case for change in plain language

2. Brand truth
   - What's worth keeping from the current brand — what equity should the new brand inherit?

3. Strategic direction
   - New positioning and audience
   - The brand shift we're making (from X to Y)
   - Key brand territories to explore

4. Rebrand scope
   - What's in scope: naming, visual identity, verbal identity, digital presence, environments, communications
   - What's out of scope and why

5. Process and phases
   - Recommended rebrand phases (discovery → strategy → identity → rollout)
   - Key milestones and governance checkpoints

6. Risk management
   - Top 3 risks to the rebrand and mitigation strategies
   - Change management considerations for internal teams

7. Success criteria
   - How will we measure whether the rebrand worked?

Make this document boardroom-ready and agency-briefable.