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Rebranding Course: When a New Logo Is Not Enough, 340+ Tools
197 students
Rebranding Course: When a New Logo Is Not Enough, 340+ Tools
New name, same complaints from customers? Brand audit, repositioning, relaunch, culture change and customer experience
Last updated 10/2026
English
English [Auto],
What you'll learn
- Rebrand the company, not only the logo: take 340+ ready templates, procedures, checklists and question lists in 46 downloadable resources
- Take one rebrand request apart in four questions with the Rebrand request walkthrough from the first lecture
- Audit the brand you have in one working day and write the new position with a positioning statement and a messaging matrix
- Rebuild visual and verbal identity, plan the relaunch campaign and track whether the reposition moved anything
- Measure how you are actually perceived: questionnaire design, fieldwork, reading open answers and repeat studies
- Turn the new promise into behaviour: describe the expected conduct, build rituals and hire for the new standard
- Run organisational development: sell the programme, assess the company and plan interventions at every level
- Run the relaunch as a change programme with urgency, a change team, a vision and quick wins
- Keep the promise where customers meet it: journey audit, service strategy, service team, escalation and service metrics
- Learn with Mike, the #1 HR instructor on Udemy: 1,800,000+ enrollments, 170,000 students, about 200 books on Amazon
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Course content
15 sections • 42 lectures • 20h 11m total length
Requirements
- A brand you work on, or one you are about to reposition
- No research or design background required: every step comes with a template, a checklist or a procedure
- Nothing to buy for the course itself: the presentations and five working files are attached to the lectures
- English at intermediate level or above, since all lessons are in English
Description
This course contains the use of artificial intelligence.
The name changes, the typeface changes, the promise on the homepage changes. What does not change is the thing a customer meets. Here are 344 tools to change that too: 210 ready-to-use templates, procedures, checklists, question lists and AI prompts, 101 models and methods, 28 services shown on screen and 5 working files.
Open a lecture, take the template, apply it to your own brand this week.
Read this first
Six of the 40 lessons are branding in the narrow sense: audit, positioning, identity, campaign. The other 34 are about the company behind the promise. If you are looking for forty lessons on logo redesign, this course is not that. It is deliberate: rebrands almost never fail at the logo.
How a rebrand actually fails
The same people, the same response times, the same conversation when a customer asks for a refund. Within a quarter the new promise works against you harder than the old one did, because now the gap between what you said and what happens is visible to everyone. A reposition is a claim about future behaviour. The only question that matters is whether the claim is covered.
What changes after this course
You measure what you are before you announce what you will be. You write the new position as a sentence you could defend to a customer. You change the behaviour that has to change: expected conduct, rituals, hiring, service standards, escalation. Then you launch, and you can see whether the perception moved.
What is inside: 344 tools, counted lecture by lecture
You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.
- 46 downloadable resources: the lecture presentations plus 5 working files, the Rebrand request walkthrough and four sample EVP and employee survey reports
- 210 ready-to-use tools inside the presentations:
- 50 templates and sample documents: positioning statement, tone of voice, visual brief, culture code
- 47 step-by-step procedures and workflows: AI brand audit, seven-day brand identity workflow, seven-day brand campaign sprint, first 24 hours crisis response
- 37 checklists: brand audit readiness, messaging consistency, brand name screening, brand identity launch
- 35 question lists and scripts: campaign channel selection, culture discovery, organizational change readiness, customer experience audit interview
- 19 scorecards, rubrics and matrices: competitor comparison matrix, brand architecture decision matrix, positioning robustness, messaging matrix
- 14 ready AI prompts: brand positioning generation, brand naming, brand voice agent, campaign big idea generation
- 6 other working tools: brand architecture decision worksheet, chart selection guide, team effectiveness feedback exercise
- 2 formulas and metric sets: brand health metrics, customer service metrics
- 101 models and methods explained with examples: Interbrand brand valuation, Nielsen Norman voice dimensions, Schein organizational culture, Lewin’s change model
- 28 services shown on screen, including Claude, ChatGPT, Miro, Lucidchart and CliftonStrengths
Where the tools are
- Start here (1 tool). The Rebrand request walkthrough: one request taken apart in four questions.
- The brand (2 sections, 89 tools). Six layers of a brand, the one-day audit, positioning, identity, relaunch campaign and brand health tracking.
- Measuring perception (2 sections, 42 tools). Study types, questionnaire design, fieldwork, the report and repeat measurement.
- Culture (2 sections, 21 tools). Desired behaviours, rituals, hiring for the new standard, launching and measuring a culture.
- Organisational development (3 sections, 111 tools). Selling the programme, assessment, action planning, interventions and the return.
- The relaunch as change (2 sections, 32 tools). Why relaunches stall, the eight steps, urgency, the change team and quick wins.
- The customer promise (3 sections, 79 tools). Experience audit, journey mapping, service strategy, the service team, automation, escalation and metrics.
Who is teaching
I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe. I am also a founder and lead the strategy of my own academy.
At Wargaming I ran a deep audit of the employer value proposition and found a classic mistake: the company had grown, but its promise had not changed. It had been a startup with a promise about drive; now it was two thousand people and processes, and employees no longer recognised themselves in it. At the same company, people began to leave and leaders assumed the cause was pay, which meant about 10 million dollars a year in raises. I proposed to research it first. The study showed that the real problem was internal communication, not salaries.
How to use the course
Start with the first lecture and its walkthrough. Then go through the blocks in order: the brand, measurement, culture, organisational development, the relaunch and the customer promise. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.
What is included
- 42 lectures across 15 sections, 20 hours
- 46 downloadable resources: lecture presentations and five working files
- 344 tools across the lessons, including 28 services shown on screen
- Lifetime access to all materials
- Active instructor support in the Q&A section
- A Udemy Certificate of Completion
Where to start
An unaddressed gap between promise and delivery does not stay the same size: it widens with every new customer. The audit is a day's work and it shows how big the gap is. Enrol now and run it this week.
Who this course is for:
- Marketing and brand managers preparing a rebrand or repositioning
- Founders and CEOs whose company has outgrown its own story
- HR directors and culture leads who need the behaviour behind the new promise
- Organisational development and change management specialists
- Customer experience leaders who will have to keep the new promise
- Agency strategists who want the rebrand to survive after the launch