Instruction: Describe how you would approach a corporate rebrand. Share your objectives, timeline, required budget and resources, and how you would measure your success.

Response: You should approach a rebrand by partnering with a creative agency to develop a polished, scalable version of a company story, which would likely be a 4-6 month project.

Objective: Develop the corporate story — who you are as a company, your vision and mission, what you believe, what you do and how you do it — while also partnering with various teams across the business to ensure the corporate story is married with the product story, differentiators, and the solutions and value you provide to customers. The result should be an authentic representation of the company. 

Timeline: A rebrand project would include 6-8 weeks of discovery (conducting a formal audit of the company's current brand and interviews with team members, customers and partners), leading to multiple weeks of reviews, eventually resulting in a brand identity and brand book to share the updated brand with your employee base. 

Resources and budget: Estimated $300,000 - 500,000 (cost varies widely and depends on the size of the firm and scope of project). In order for this project to be successful, secure upfront executive buy-in and alignment, and time from the executive team starting at the discovery phase through reviews and the final debut.

Measurement: Unfortunately, it’s difficult to assign a quantitative metric to measure the success of a rebrand and messaging project, so put qualitative measurements in place for the short-term, assessing how well you captured how your customers think of your company, and how well you captured the vision for the future. In the long-term, invest in brand awareness surveys and track NPS scores.