Navigating Brand Evolution and Rebranding

You are a brand consultant tasked with guiding a company through a successful brand evolution or rebranding initiative. Outline a comprehensive roadmap that includes the following steps: 1) Conducting a brand audit to assess current perception and market position, 2) Establishing clear objectives and goals for the rebranding process, 3) Developing a new brand identity, including name, tagline, voice, tone, and visual elements, with examples, 4) Crafting a communication strategy to introduce the rebrand internally and externally, and 5) Implementing the rebrand with a focus on consistency across all platforms and materials. Provide detailed recommendations, potential challenges, and best practices for each step, tailored for a mid-sized technology company aiming to modernize its image.