Book Review: Conquer Your Rebrand — A Practical Guide for Teams in the Thick of It
I recently wrapped up reading Conquer Your Rebrand by Bill Kenney (co-founder of Focus Lab), and if you’re involved in any kind of brand evolution—especially in the B2B space—this book is worth a look.
It’s not a fluff piece. It’s a focused, step-by-step guide that outlines what a rebrand really involves beyond just a new logo or visual refresh. It’s built around the idea that branding is strategy-first, and the most successful rebrands are the ones grounded in clarity, intention, and internal alignment.
Here’s a quick breakdown of what stood out to me:
Key Takeaways
1. Rebrands are about realignment, not reinvention.
Whether it’s a shift in positioning, a company merger, or the need to stand out in a saturated space, the strongest rebrands stay rooted in the “why.” Changing the look without revisiting the strategy is just putting a new coat of paint on the same wall.
2. Strategy before style.
It’s tempting to jump straight to colors, logos, and typefaces. But Kenney makes it clear: if you don’t know who you’re talking to, what you stand for, or what makes you different, the design won’t do much heavy lifting.
3. Internal buy-in is non-negotiable.
The process works best when leadership is engaged early and regularly. Bringing people in too late—or worse, not at all—leads to confusion, resistance, or worst of all, indifference.
4. Don’t mimic. Don’t crowdsource. Don’t rush.
Three big traps: copying your competitors, asking for feedback from too many people with no filter, and rushing the launch without a clear rollout plan. These missteps can quickly derail a good idea.
5. Words matter. A lot.
Great messaging often carries more emotional and strategic weight than visuals alone. Invest in your story—how you talk about your brand is just as important as how it looks.
The Rebrand Framework (According to the Book)
Kenney breaks the process into 7 stages, each with its own purpose and outcomes:
Define the Why – Set clear goals and benchmarks
Diagnose & Audit – Understand what’s working, what’s broken, and what people really think
Craft Strategy & Messaging – Establish tone, positioning, values
Design Identity & Voice – Develop visuals and language that reflect your purpose
Internal Engagement – Rally your team and make them brand ambassadors
Launch & Communicate – Roll out in a way that makes sense for your audience
Measure & Iterate – Keep learning and refining as you go
Final Thoughts
Conquer Your Rebrand is one of those books that’s part reminder, part roadmap. If you're in the middle of a brand transformation—or about to kick one off—it’s a solid tool to help ground your thinking, align your team, and avoid common traps.
It’s not flashy. It’s not theoretical. It’s practical and to the point—which is exactly what you want when you’re juggling leadership opinions, timelines, and the pressure to “get it right.”
If you want to chat more about what’s in the book or how it might apply to your team, hit me up. Always happy to swap notes.
