Why are we doing a rebrand?
What problem are we attempting to solve?
Has there been a change in the competitive landscape that is impacting our growth potential?
Has our customer/member profile changed?
Are we pigeonholed as something that we (and our customers or members) have outgrown?
Does our brand tell the wrong (or outdated) story?
What do we want to convey? To whom?
Why should anyone care about our brand?
Have we isolated exactly who should care about our brand?
Have their needs, or the way they define them, changed?
Are we asking our customers or members to care more about our brand — and what it means — than we do?
Is our brand associated with something that is no longer meaningful?
Is our brand out of step with the current needs and desires of our customers or members?
Are we leading with our brand direction?
Are we following with our brand direction?
Is the goal of this rebrand a steppingstone (evolutionary) or a milestone (revolutionary)?
Will this solution work in 5, 10, and 15 years from now based on what we can anticipate?
Have we assigned some committee to manage the project versus someone (or at most, two people) who is/are focused, inspired, and can lead?
If we were starting our business or association today, would this be the brand solution we would come up with?