Rebranding

DACI Framework

Decision Making

Leadership

Table of contents

What is the DACI Framework?

Why is the Driver Important?

Who is Driving Your Rebrand?

Rebranding

DACI Framework

Decision Making

Leadership

WRITTEN BY

Updated on: March 13th, 2024

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

3 Minute read

When it comes to leadership in rebranding, people often assume that it is the CEO's or CMO's responsibility. While this may be true in some cases, relying on this assumption can be detrimental to the project's success. It is important to identify the key leadership role, or "Driver," within the rebranding project before it begins. At FOR®, we adopt the DACI framework to define this role and team structure with our clients.

What is the DACI Framework?

The DACI framework involves establishing the following roles:

Driver - Who pushes the initiative forward and sets the pace
Approver - Who decides on what’s acceptable
Contributor - Who contributes to the process and the output
Informed - Who is made aware of the progress and the results.

Although all roles fulfill certain responsibilities, the Driver who often also acts as the Approver and the Informed in several rebranding scenarios obviously holds the most responsibility.

Why is the Driver Important?

A lack of clear leadership can lead to inconsistencies in direction, delays in the timeline, and a negative experience for both parties. Defining a single leader, or Driver, can mitigate these issues.

The Driver can be found at any level of the organization and does not necessarily need to hold a leadership title. They may be the most organized member of the team, the person with the most decision-making power, such as a department lead.

Choosing the right person for this role is essential based on their ability to facilitate meaningful conversations, manage stakeholders' visibility and expectations, remain tactful and organized, keep the project moving forward, and expedite decision-making.

In the case of hiring an external agency to help with rebranding, the Driver serves as a bridge between the agency and the organization, sharing insights and perspectives that may not be immediately visible.

When the Driver does their job well, the rebranding process is smooth, the direction is clear, and concerns are addressed before they become major issues. Strong leadership is essential for the success of a rebranding effort."

For more information on or direct help with rebranding, contact us!

Rebranding

DACI Framework

Decision Making

Leadership

Table of contents

What is the DACI Framework?

Why is the Driver Important?

Who is Driving Your Rebrand?

Rebranding

DACI Framework

Decision Making

Leadership

WRITTEN BY

Updated on: March 13th, 2024

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

3 Minute read

When it comes to leadership in rebranding, people often assume that it is the CEO's or CMO's responsibility. While this may be true in some cases, relying on this assumption can be detrimental to the project's success. It is important to identify the key leadership role, or "Driver," within the rebranding project before it begins. At FOR®, we adopt the DACI framework to define this role and team structure with our clients.

What is the DACI Framework?

The DACI framework involves establishing the following roles:

Driver - Who pushes the initiative forward and sets the pace
Approver - Who decides on what’s acceptable
Contributor - Who contributes to the process and the output
Informed - Who is made aware of the progress and the results.

Although all roles fulfill certain responsibilities, the Driver who often also acts as the Approver and the Informed in several rebranding scenarios obviously holds the most responsibility.

Why is the Driver Important?

A lack of clear leadership can lead to inconsistencies in direction, delays in the timeline, and a negative experience for both parties. Defining a single leader, or Driver, can mitigate these issues.

The Driver can be found at any level of the organization and does not necessarily need to hold a leadership title. They may be the most organized member of the team, the person with the most decision-making power, such as a department lead.

Choosing the right person for this role is essential based on their ability to facilitate meaningful conversations, manage stakeholders' visibility and expectations, remain tactful and organized, keep the project moving forward, and expedite decision-making.

In the case of hiring an external agency to help with rebranding, the Driver serves as a bridge between the agency and the organization, sharing insights and perspectives that may not be immediately visible.

When the Driver does their job well, the rebranding process is smooth, the direction is clear, and concerns are addressed before they become major issues. Strong leadership is essential for the success of a rebranding effort."

For more information on or direct help with rebranding, contact us!

Rebranding

DACI Framework

Decision Making

Leadership

Table of contents

What is the DACI Framework?

Why is the Driver Important?

Who is Driving Your Rebrand?

Rebranding

DACI Framework

Decision Making

Leadership

WRITTEN BY

Updated on: March 13th, 2024

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

3 Minute read

When it comes to leadership in rebranding, people often assume that it is the CEO's or CMO's responsibility. While this may be true in some cases, relying on this assumption can be detrimental to the project's success. It is important to identify the key leadership role, or "Driver," within the rebranding project before it begins. At FOR®, we adopt the DACI framework to define this role and team structure with our clients.

What is the DACI Framework?

The DACI framework involves establishing the following roles:

Driver - Who pushes the initiative forward and sets the pace
Approver - Who decides on what’s acceptable
Contributor - Who contributes to the process and the output
Informed - Who is made aware of the progress and the results.

Although all roles fulfill certain responsibilities, the Driver who often also acts as the Approver and the Informed in several rebranding scenarios obviously holds the most responsibility.

Why is the Driver Important?

A lack of clear leadership can lead to inconsistencies in direction, delays in the timeline, and a negative experience for both parties. Defining a single leader, or Driver, can mitigate these issues.

The Driver can be found at any level of the organization and does not necessarily need to hold a leadership title. They may be the most organized member of the team, the person with the most decision-making power, such as a department lead.

Choosing the right person for this role is essential based on their ability to facilitate meaningful conversations, manage stakeholders' visibility and expectations, remain tactful and organized, keep the project moving forward, and expedite decision-making.

In the case of hiring an external agency to help with rebranding, the Driver serves as a bridge between the agency and the organization, sharing insights and perspectives that may not be immediately visible.

When the Driver does their job well, the rebranding process is smooth, the direction is clear, and concerns are addressed before they become major issues. Strong leadership is essential for the success of a rebranding effort."

For more information on or direct help with rebranding, contact us!