Prepare & Build Momentum for Your (Re) Brand Launch
You’ve done all the hard work of defining your brand. Your new brand identity is wrapping up with a logo you love and are eager to show the world. You could just start using your new logo without any fanfare, and no plan, but a good working plan will help you get the most out of your new look! Ideally, you were thinking about this back when you began your rebranding project. So, get out your calendar and look at your plan again – if you haven’t started, start one now!
Begin with the date you want your launch and work backward. Perhaps your company has a milestone anniversary or an annual trade show. You have primarily two launches to plan, internal and external.
What you need to consider for each depends on the size & culture of your company. The internal launch is for the employees of your company where you can explain the purpose of the rebranding, the significance of the new logo and why it matters to them. Remember, they are going to be retelling the story to your customers and prospects!
This is an opportunity to create enthusiasm.
Use the internal launch to inform and inspire your team about the value of the company, what makes it unique and the vision for the future. Explain how the slogan relates to the brand promise and reinforce it so that it becomes a natural part of the language people speak.
Help your team understand, embrace and keep your company’s brand promise. If this something you’ve been working on, great! If not, it’s time to start. If your employees’ beliefs about your brand are not the same as the leadership team’s, handing out T-shirts & gifts with the new logo won’t be enough to get them on the same page.
Empty vs. Meaningful Branding
I recently had coffee with a friend who told me about the latest “brand-building culture” initiative where she worked. The executive committee made a big hoopla about the “leader-culture” they wanted to build. They had the great unveiling of a poster, busy & cluttered with over 50 platitudes about leadership, integrity and teamwork. To her, it felt empty and like a waste of time. There was no real message with meaning, particularly since that, in reality, their consistent actions of micro-managing & pushy sales tactics spoke louder than hip platitudes.
In contrast, the Identity Creative team worked with a CPA Advisory firm of 25 employees who had a healthy corporate culture and engaged their entire staff in the logo selection process. When it came to the internal launch, the t-shirts, hats, & mugs felt like the celebration it deserved to be. Everyone was on the same page. They knew why that particular design was chosen, the relevance behind the symbolism and slogan because they had a part in it.
Every company and organization is unique. The way you decide to launch your new identity is an opportunity to build and align your brand message & credibility. So, plan, launch & celebrate!
Below, we set out the steps you’ll want to take to help create an effective brand launch. If you are interested in working with us to create an ad campaign, posters, flyers, infographics, let us know and we will help you with next steps!
Smart Steps to a Stellar Launch!
- Set a budget
- Consider and set these two important dates:
a. Internal Launch (Your brand-building team)
b. Public Launch (List every audience you will target)
Is there an event that would be perfect timing: A company anniversary, new web launch, new products or markets, etc.?
- Rehearse your key differentiating attribute(s) and why it matters to your audience.
- Clarify your brand promise. Restate it continually and how you’ll keep it to your audience.
- Create value. Make it more than a re-brand and give the press something to talk about (a new product, way of doing service, partnership with a charity or industry collaboration).
- Identify a spokesperson(s), ideally the CEO, business owner, company president. Have or help them craft a personal message that includes enthusiasm for the vision, brand promise, etc.
- Notify suppliers & strategic partners. Let them be on “the inside” & provide them new logos.
- List all the items on which you will need your new logo. (We have a list you can download for your reference.)
- Prioritize your list.
a. Budget (A retail chain we worked with needed to determine which stores would replace signage first)
b. Time (A manufacturing client timed their roll-out with the new trucks added to their fleet.)
- Outline any new marketing material you will need to have developed.
- List all of your vendors (web designer, promotional products supplier, sign company, printer, etc.), strategic partners (Do you sponsor events? Chambers, charities, etc?) These will need your logo files and, for some applications, your standards guide.
- Internal Launch: Apart from your employees, who needs to feel included? These are the people who will be telling others about your rebranding and sharing the message. Perhaps the president of the local chamber, valued strategic partners, sponsors, retired employees, mentors, special customers, VIP groups, etc.
- External Launch: Who will attend? Will it be on-line only?
- Time the following to happen simultaneously:
- Media: Advertising, PR
- Website update or redesign
- Social media campaigns
- On-line Marketing
Tell us your story about your launch! –What you did right, what you would have done differently and any steps you’d add to this list.
Remember to celebrate!