Rebranding Decision Log
This is a practical guide to building a decision log for a rebranding project — a record of the key decisions made, by whom and why, adapted to the realities of refreshing or replacing the corporate brand.
What a Decision Log is
A decision log is a record of the key decisions made, by whom and why. For the full concept and how it works in general, see Decision Log. 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 decision 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
- Decision
- Date and owner
- Rationale
- Alternatives considered
- Impact
Rebranding-specific considerations
Tailor the decision log to the risks that most often derail rebranding projects:
- Stakeholder alignment
- Rollout across touchpoints
- Customer perception
Example
On a real rebranding project, the decision 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.