In either case, skipping the stage of brand readiness is like planting seeds in dry soil: without preparation, nothing strong will grow. What Is Brand Readiness? Brand readiness is the often-overlooked first step that sets organizations up for brand clarity and, if needed, a rebrand. Brand readiness is an opportunity to build a shared understanding with your team of the role your brand plays. If the answer is “a long time” or “never,” it is time for brand readiness.