The Non-Rebrand Rebrand

The way to find a marketing leadership role has changed. The rules are different; the methods are on steroids. It isn’t about click-it and rip-it for applying to roles or networking to opportunities, it’s now about standing out with the right personal and professional brand that is undeniable to folks looking for tomorrow’s CMO. And that’s when a “rebrand” effort comes into play.

In the past, when I’ve worked on a rebrand, there are always three standard mile markers that call for it in the first place:

1.        Confusion in the market

2.        Declining relevance

3.        The slow death spiral of “we sound like everyone else”

By the time I’ve been brought in to help, I slide in with three questions that must not just be asked to get it right, they must be unapologetically addressed.

First, what do you actually want to be known for?

Corporate speak might grab the old go-to of “Fast, secure, and innovative!” Which isn’t positioning. That’s actually a… yaawwwwwnnnnnn. Sorry, that’s a miss.

My version while seeking out my next role requires forcing myself to strip out the filler (“strategic marketing leader”) and find the sharp, specific language that makes someone think this person is exactly what we need.

Next, who are you really trying to reach?

“Everyone” is not a target audience. Instead of blasting my story to the entire internet, I’m mapping the exact decision-makers and connectors who can move the needle on my next role and then designing outreach like an ABM program.

Finally, why should anyone believe you?

Proof beats platitudes, every time. And there might be 87 other VPs of Marketing ready and able to assume the position, as well. Given that I’ve committed to living out my current search in real-time, I built what I’ve been calling the OPERATOR framework, and while it is a lovely PDF it isn’t just that. It’s a practical approach to show how I think, how I lead, and how I’ll get results.

Rebrands are usually about catching up to what the company already became. This time, the “brand” is me… and I’m building it forward to match the role, the team, and the impact I want next. Rebrand playbooks like the questions above? Those still work.

The stakes are just a hell of a lot higher.