Rebranding Issue Log
This is a practical guide to building a issue log for a rebranding project — a register of problems that have occurred and need resolving, adapted to the realities of refreshing or replacing the corporate brand.
What a Issue Log is
A issue log is a register of problems that have occurred and need resolving. For the full concept and how it works in general, see Issue 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 issue 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
- Issue description
- Priority and severity
- Owner
- Resolution and status
Rebranding-specific considerations
Tailor the issue log to the risks that most often derail rebranding projects:
- Stakeholder alignment
- Rollout across touchpoints
- Customer perception
Example
On a real rebranding project, the issue 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.