Rebranding RACI Matrix
This is a practical guide to building a raci matrix for a rebranding project — a grid mapping tasks to who is Responsible, Accountable, Consulted and Informed, adapted to the realities of refreshing or replacing the corporate brand.
What a RACI Matrix is
A raci matrix is a grid mapping tasks to who is Responsible, Accountable, Consulted and Informed. For the full concept and how it works in general, see RACI Matrix. 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 raci matrix 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
- Activities as rows
- Roles as columns
- One Accountable per row
- Responsible / Consulted / Informed
Rebranding-specific considerations
Tailor the raci matrix to the risks that most often derail rebranding projects:
- Stakeholder alignment
- Rollout across touchpoints
- Customer perception
Example
On a real rebranding project, the raci matrix 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.