Every rebrand has a rhyme and reason for being—a merger, an acquisition, a new product/service/audience. Whatever the reason, every big branding leap should start with one critical step: clearly stating your objective.
Once you have your objective, you have your starting point. Clarity points your agency in the right direction and draws the finish line; without it, you’ll just see a lot of running around.
Have a perception problem? Start with consumer research to measure the bridge you have to cross. Have a culture problem? Start with employee surveys and focus groups to listen and understand. Have a competition problem? Start with a competitive analysis to see where you blend in, where you stand out and where you belong.
What it all boils down to is this: Before you do anything, start by gathering information.