Rebranding RAID Log
This is a practical guide to building a raid log for a rebranding project — a consolidated log of Risks, Assumptions, Issues and Dependencies, adapted to the realities of refreshing or replacing the corporate brand.
What a RAID Log is
A raid log is a consolidated log of Risks, Assumptions, Issues and Dependencies. For the full concept and how it works in general, see RAID 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 raid 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
- Risks
- Assumptions
- Issues
- Dependencies
- Owners and status
Rebranding-specific considerations
Tailor the raid log to the risks that most often derail rebranding projects:
- Stakeholder alignment
- Rollout across touchpoints
- Customer perception
Example
On a real rebranding project, the raid 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.