B2B Rebranding: 10 Questions You Need to Answer Before You Start

Kit Fox

Once you’ve made the monumental decision to rebrand, it’s easy to get energized about the fun parts of the process. You probably can’t wait to throw out new name suggestions, pore over logo mocks, or wordsmith taglines. Don’t run over to the whiteboard just yet.

When we work with clients to rebrand, we don’t jump into the creative process immediately. We need scaffolding–the supporting information and guide rails that ensure the final visual and verbal identity resonates with the right audience and actually reflects the true core of the business.

That scaffolding is built with the 10 questions below. We ask every client in a rebranding project to gather their team and answer them thoroughly. This shouldn’t be an idle exercise–something hurriedly scratched out by a single person. The effort is only effective when completed by a group–one comprised of multiple teams and leadership levels.

These questions are the vegetables. The necessary nutrients your brand needs before you move on to dessert: the logos and taglines that come later.

Feature image for rebranding blog.

10 Questions to Answer Before Rebranding

Who are We?

CEOs and marketers are often the worst at effectively answering this question (without a little guidance). You tend to think too big, too ambiguous, and too inspirational. For the sake of this exercise, you need to start specific and granular.

An answer like, “We’re innovators with a mission to make the world a better place,” won’t provide the context or detail needed to make your new brand unique. A much better response? “We’re an IT consultancy that provides regulatory and data management guidance for mid-size CROs.”

The on-the-ground salesperson or product developer often provides the most useful answers because they’ve dug into the guts. As a general rule of thumb, if your response could serve as the voice-over to an inspirational ad, you need to narrow your focus.

What do We Do?

Again, specificity here is key. This should pull elements from your elevator pitch–the same information you might provide to investors or potential hires. You’re not yet at the stage to come up with a rallying cry (something like, “We make the world a better place”). You want to remain grounded and realistic.

What is the One Thing that Only We Do?

This is, potentially, the trickiest question on the list. Often, the feature or function that you believe is unique isn’t necessarily the one the market thinks is unique. Consider doing some competitor research before settling on your final response. You may find your peers claim the same competitive selling advantage as you.

We recommend reaching out to existing clients. They can help you get closer to a truer response. They’ve likely done the research and partnered with you for a reason. You will likely find they have an unexpected and valuable response that will help hone your messaging later in the rebranding process.

Who is Our Tribe?

Build out your customer persona, from the type of company they work for to their job title to the industry publications they read to the degrees they hold–even to the tone of voice and personality type they might have. This is where you claim your market territory, defining the ideal buyer. Keep in mind that your response here might be different than your existing customer profile. You’re rebranding for a reason, so you need to consider the customer you want, not the one you already attract.

Where are the Stakes the Biggest?

These are the rebranding red flags—the customers, issues, or even people who keep you up at night when you think about transforming your business’ identity. We’re working with a CRO that built an identity specific to one disease modality. They want to rebrand so they can expand their services, but they need to preserve the authority and expertise they’ve already built in the existing modality. Maintaining that hard-won brand equity is their biggest stakes.

What Truth is at the Core of Our Brand?

This is where founders and CEOs start to shine. Here, you get to the “why,” the founding and guiding principles that make your products and your workplace exceptional.

Why Does it Matter?

Expand on the answer above by adding the stakes. If your products or services didn’t exist, what consequences would your clients or even the broader community experience?

Why Does it Matter Now?

Here, you add the urgency. There’s a reason you’re investing so much time, energy, and money into transforming your identity? Why are you doing so at this precise moment? What would happen if you didn’t?

Where are We Going?

Time to dream.

The rebrand goes perfectly, you’ve launched a new identity and you’re courting the customers you’ve always wanted. Who are they and what are you doing to ensure they continue to remain loyal?

What is Universal About Us?

You’re now allowed to think big. This is where you turn the complex product features or promises into a simple, powerful statement. A CRO, for example, helps to facilitate clinical trials during the development of new drugs and treatments. Their universal truth, though? They help cure diseases and make the world a healthier place.


These questions are hard. And that’s intentional. The process is designed to reveal disagreement or incorrect assumptions from both your internal team and external existing (or potential) clients.

The good news: You’re a large step closer to the finish line. You’ve built the scaffolding. You’re now ready to start building the real thing–your new identity.

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Kit Fox

Kit Fox is Altitude’s lead internal brand storyteller and content creator. Before joining Altitude in 2024, Kit spent a decade in the publishing industry, where he served as an editor for, Runner’s World. Men's health, and Men’s Journal, special projects director for Hearst Magazines, and director of membership for Lehigh Valley Public Media. He is the co-author of “Mighty Moe: The True Story of a Thirteen-Year-Old Running Revolutionary.”