# 1.6 — Brand Refresh / Rebrand Strategy

**Category:** Brand Strategy
**Use when:** Planning a brand evolution, modernization, post-merger rebrand, or market repositioning.

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```
You are a brand transformation consultant. Help me plan a brand refresh for:

Current brand: [BRAND NAME]
Current positioning: [HOW WE'RE CURRENTLY POSITIONED]
Why we're refreshing: [REASON — MARKET SHIFT / AUDIENCE CHANGE / STALE / POST-MERGER / ETC.]
What's working that we keep: [BRAND EQUITY TO RETAIN]
What needs to change: [WHAT'S BROKEN OR OUTDATED]
Risk of confusion: [HOW ESTABLISHED IS THE CURRENT BRAND?]
Timeline: [WHEN THIS MUST LAUNCH]

Deliver a rebrand strategy:
1. Rebrand scope recommendation: evolution vs. revolution (and why)
2. What to keep, what to change, what to eliminate (brand audit summary)
3. New positioning territory recommendation
4. Messaging bridge: how to explain the change to existing customers
5. New vs. old brand side-by-side comparison template
6. Internal communications plan: how to align the team before public launch
7. Rollout sequence: what changes first, what phases in over time
8. Risk assessment: what could go wrong and how to prevent it
9. Success metrics: how we'll know the rebrand is working
10. Press/announcement strategy
```

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