Brand Refresh Scoping
Diagnose before you design — most refreshes are commissioned to fix a sales problem they cannot touch, and priced as though the logo were the cost.
What it is
The rebrand decision taken before the mood board rather than after it. Diagnoses whether the failure is awareness, positioning, identity, name or product; scopes four levels of change against every object, document and registration carrying the old mark; prices each in cash, internal hours and the recognition equity it destroys; then sequences it, fences it in writing and dates the review. For owners, marketing leads and boards asked to approve a refresh, and for the consultant who must say one level down.
What you receive
an honest decision about what to change in your brand and what to leave alone — the evidenced diagnosis of what is actually failing, the four refresh levels with the asset inventory each drags behind it, each priced in cash, internal hours and destroyed recognition, and a sequenced plan with its transition, launch, review and signed out-of-scope list
Delivered as a single, complete .md skill file — open it, paste it into any capable chat model, and work. No installation, no account with anyone but us.
Supported models
- Claude (Opus/Sonnet)
- ChatGPT (GPT-4o/5)
- Gemini
- any capable chat model
People reach for it when
- “how much does a rebrand actually cost a small business”
- “should we change our company name or just the logo”
- “how to scope a brand refresh without redoing everything”
- “list of everything that has to change if we rebrand”
- “how to tell the owner a rebrand will not fix sales”
Record
lineage: first-party house build
gates passed: demand-evidence · function-fit · beats-the-blank-page
status: IN THE COLLECTION
Sale-time bench runs and the fix-or-refund log attach to this record when the payment room opens.
In the collection. The sale room is being fitted; this work goes on sale when it opens.
Join the house — be written to when sales openBack to the collectionLicense
Free-shelf works ship under the DolceDrago House License — use the outputs freely, personal or commercial; the work file itself stays with the house.