Rebranding Assumptions Log
This is a practical guide to building a assumptions log for a rebranding project — a register of the assumptions the plan depends on, to be validated, adapted to the realities of refreshing or replacing the corporate brand.
What a Assumptions Log is
A assumptions log is a register of the assumptions the plan depends on, to be validated. For the full concept and how it works in general, see Project Assumption. On a rebranding project it plays the same role, tuned to this kind of work.
Why it matters for a Rebranding project
Rebranding projects live or die on refreshing or replacing the corporate brand. A well-built assumptions log gives the team a shared, explicit reference for exactly that — reducing ambiguity, aligning stakeholders, and making problems visible early enough to act. Skipping it, or doing it generically, is how rebranding projects drift into avoidable delay and cost.
What to include
- Assumption
- Impact if wrong
- Owner
- Validation status
Rebranding-specific considerations
Tailor the assumptions log to the risks that most often derail rebranding projects:
- Stakeholder alignment
- Rollout across touchpoints
- Customer perception
Example
On a real rebranding project, the assumptions log would be shaped by refreshing or replacing the corporate brand. In particular, it should explicitly account for the project’s biggest risks — stakeholder alignment, rollout across touchpoints, customer perception — rather than treating them as afterthoughts.