Phase II – Internal Rejuvenation (Retool & Rejuvenate)
This step infuses the brand position into the organization. The company will learn to “walk the walk.” Every process, procedure, and product in the business will resonate with the new brand promise.

Now it is time to motivate all the people in every department to embrace their roles in the rejuvenated company. They will learn how important their behavior and enthusiasm are to the success of the enterprise.

Phase III – External Rollout (Relaunch & Review)
You crystallize the excitement and focus that has been building by telling your story to everyone from customers and prospects to vendors and shareholders. This is where you  begin to separate yourself from the pack.

Once relaunched, the importance of maintaining focus, eyeing future trends, (including threats and opportunities) and staying on top of customer needs will be vital.