• Be crystal clear on why you need a rebrand
• Dig deep into your history
• Be willing to change your story
• Connect what you’re doing to a futuristic idea – and leave room for others to join
• Meet your customers where they are
• Get your key stakeholders deeply committed

Advice from Brian Collins, CCO of branding consultancy COLLINS, and Lelan Mashmeyer, CCO of yogurt maker Chobani. Both are co-founders of COLLINS.