Vital Steps You Don’t Want to Miss When Rolling Out Your Rebrand
Congratulations! You have a shiny new logo, brand message and a bunch of collateral material to match.
You’ve had the a-ha moments – YES. This is who we are! and Wow, I didn’t know we could look this good!
You’ve navigated the approvals – slight color change here, formatting change there.
It’s time to put all those pieces into action.
We know it’s tempting to change your profile photo the second you receive your logo package. But you’re missing an important opportunity to nurture your brand in its earliest, most defining moments. Here, we’ve outlined three vital steps you don’t want to miss when rolling out your rebrand.
How to make your brand launch meaningful and robust:
Brief your whole team
Your employees are the best ambassadors for your brand. Make sure they’re acquainted with the new look and understand why changes were made. It seems like a small thing, but this empowers your people to talk about your organization more confidently.
Tell your inner circle first
Much like a new relationship, career move or any big life event, you should tell people close to you before anyone else. Send a special announcement email, or arrange a meeting where you can show off the brand with all the theatrics. It will mean a lot to your stakeholders that they were included in the excitement before the rest of the world.
Have a digital launch plan
Once you have your team and close partners on board, it’s time to share the brand with your audience at large. These are the people who don’t interact with you on a daily basis. They will likely come across your rebrand announcement when it pops up on their news feed, or when they need something from your website. For them, it’s important to:
- Have your explanation ready.
Add a brief statement to all digital platforms in addition to your announcement, then link to a lengthier post that breaks down your full reasoning for rebrand.
- Clean up shop.
Swap out language and visuals wherever your brand lives in the digital sphere – even that LinkedIn or Flickr account you barely use. It will be harder for this audience to grasp the change if it’s not consistent across all platforms.
- Let it go.
Don’t use old graphics or templates. Make sure your collaborators have the new logo and know the new way to talk about you so they don’t spread outdated information.
- Over communicate.
It can take months for people to associate you with your new look, depending on how established the old brand was. Whenever you have the opportunity to really show off the new you, take it. Commit to a content calendar that reinforces your brand in every post.
- Be excited!
It’s a big deal. Rebranding is part of coming into who you are as an organization. It sets you apart and prepares you for more growth later on. Approach all conversations with enthusiasm, and be proud of where you’re headed.