1. You don’t know because you don’t fully understand the things being talked about in the quiz.

If this is you, then start by understanding CRED - the four brand factors that drive business growth.

You can do this right now, for free, by downloading the first chapter of Rebrand Right by clicking here.

It explains how making changes to your brand and marketing can drive growth. It gives you the detail for each of the four factors: Cohesion, Relevance, Ease and Difference. It breaks down what you can control within each factor that contributes to a stronger brand. You’ll find examples of brands that made changes to those factors and drove revenue growth, including Nike, IBM, Dove, Salesforce, Liquid Death and Sage.

2. You don’t know because you don’t actually have the answers to most of the questions asked about in the quiz.

If you don’t know, you’ve got to find out, right? It’s time to run a brand diagnosis. This is a data driven, holistic and comprehensive view of the market opportunity, the health of your brand and how well your brand is performing on the CRED factors.

Brand changes can drive business growth in different ways. But if you change the wrong things you can weaken the brand.

Strengthening a brand requires detective work at the beginning to understand what is and is not working.

It sounds obvious right?

But too often this stage is missed out and changes to brand strategy, identity, messaging, marketing and experiences are made without really knowing what problem they’re trying to solve. Then you face that disappointing conversion with the CEO and CFO that spending on brand and marketing is just ‘not worth it’. Let’s avoid that together.

Chapter 2 of Rebrand Right is all about brand diagnosis. In there you’ll find: what to include in the brand diagnosis, how to structure the brand diagnosis presentation, how to sequence and run the research required, how to share the diagnosis with leadership and how to get buy-in to the next steps required. 

If you’re thinking this is just for big brands and you can’t afford to do anything like this, please don’t worry, we’ve got you covered. We’ve explained how to approach a brand diagnosis when you’re squeezed on budget or time in the chapter too.

Once you know what’s working and what isn’t, you can make the right changes in the right places – whether that’s strategy, identity, implementation, experiences or marketing (that’s all covered in the book too).