Set the Right Goal for a Rebrand using Get Who To By
Rebranding isn't just a fun new logo and a fresh color palette—it's an existential crisis wrapped in a marketing campaign. If you don't set the right goals, you'll end up with a shiny new brand that nobody cares about. Enter the Get Who To By framework. It cuts through the fluff and forces you to actually think about who you want to reach, how they behave, what you want them to do, and how you'll get them to do it. Let's not screw this up.
The TL;DR
Use the Get Who To By framework to set the right goals for your rebrand with four critical decisions: GET (who to target), WHO (specific insight about that target), TO (the message), and BY (the mechanism). This keeps your rebranding efforts focused and effective, rather than a chaotic mishmash of ideas.
Why Get Who To By Works So Well for Rebrands
Because a rebrand is like a tightrope walk—one misstep and you’re plummeting into a pit of confusion and disappointment. This framework helps you keep your balance by ensuring every decision is rooted in reality, not wishful thinking.
The Four Steps
GET
Who exactly are you trying to rebrand for?
Identify the smallest, most winnable group that will care about your new identity. Not just 'everyone who might buy'—get specific. If you can't name them, you're flailing.
WHO
What insight reveals how your target group behaves?
Look for specific frustrations or desires that will make your target group perk up. What are their existing beliefs about your brand? What do they wish your brand would do differently? If you can’t pinpoint these, you’re just guessing.
TO
What is the message that will actually resonate?
Your rebranding message should hit them like a ton of bricks—not like a feather. It needs to clearly state what you want them to do and why they should care, without getting lost in jargon or brand poetry.
BY
What’s your strategy for making this happen?
This is the nitty-gritty of how you’ll make your audience take action. Whether it's a social media blitz, a strategic partnership, or something else, make sure it’s clear and actionable.
Common Rebrand Faux Pas
(Yes, We’ve Botched These Too)
- ×Trying to appeal to everyone under the sun
- ×Ignoring existing customer insights
- ×Crafting messages that are as clear as mud
- ×Overcomplicating the action steps
- ×Relying on design alone to sell the rebrand
- ×Launching without a clear strategy
- ×Failing to test your message before going live
- ×Wasting time on internal debates instead of external focus
Avoiding these blunders will put you ahead of most rebranding efforts, which is a low bar, but hey, let's take what we can get.
Real Examples
Fashion Brand Rebrand
A struggling fast-fashion retailer looking to reposition itself as eco-friendly.
GET
Environmentally conscious millennials.
WHO
Already buy sustainable products but feel guilty about fast fashion's impact.
TO
Shop guilt-free with trendy, sustainable clothing.
BY
Highlighting the sustainable sourcing process and a clear recycling program with every purchase.
Why this works
A clear target with a specific behavioral insight makes for a compelling message that resonates with values. It’s not just about looking good; it’s about feeling good, too.
Tech Company Rebrand
A cloud storage provider shifting from enterprise focus to individual users.
GET
Freelancers and small business owners.
WHO
Frustrated with complicated storage solutions that don’t fit their needs.
TO
Simplify your life with effortless cloud storage.
BY
Offering a user-friendly interface and a free trial that showcases ease of use.
Why this works
Targeting a niche with clear pain points leads to a straightforward message. The free trial removes barriers and encourages immediate action.
Beverage Brand Rebrand
A soda company trying to shed its unhealthy image.
GET
Health-conscious consumers.
WHO
Currently drinking flavored water but missing the fizz.
TO
Enjoy the fizz without the guilt.
BY
Introducing a new line of sparkling beverages with no sugar and natural flavors.
Why this works
By clearly understanding their existing habits and desires, the brand can pivot its message to attract a new audience while retaining the existing one.
Frequently Asked Questions
How do I set the right goals for my rebrand?
Use the Get Who To By framework to clarify your target, understand their behaviors, craft a compelling message, and define an actionable strategy.
What’s the biggest mistake in rebranding?
Ignoring your current customers and thinking you can just change without understanding their perceptions. Spoiler: you can’t.
How specific should my target audience be?
As specific as you can get. If your target is too broad, you'll end up appealing to no one.
What should I avoid in my rebranding message?
Avoid vague language and marketing jargon. Your message should be direct and crystal clear.
How do I ensure my rebrand is successful?
Focus on delivering a clear, actionable strategy that resonates with your target audiences' current behaviors and needs.
Generate a Framework for your Product Launch Strategy
Use our framework generator to generate various Get Who To By, 4C, 4 Points Strategy, and other frameworks — all in one place and directly to editable Google SLIDES!
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