Rebranding your business? Stop! Don’t proceed unless you’ve got a well-structured plan.
When things go smoothly, rebranding can help a struggling business to reach new heights. However, rebranding is a multi-faceted process that requires careful implementation for it to be successful.
In this article, we’ll learn why it’s important to carefully plan how to implement a rebrand and provide a helpful checklist to help you with rebranding implementation.
WHAT IS REBRANDING?
Rebranding is the process of changing one or more aspects of a brand’s identity. This could involve making over the visual elements of a brand, changing its tone of voice, or even its overall mission and values.
Rebranding isn’t an all-or-nothing process; rebrands come in all different shapes and sizes, from a small tweak to the logo to a partial or full rebrand.
WHY SHOULD YOU PLAN FOR REBRANDING?
Rebranding is a complex, expensive, and lengthy process that should not be ventured into without a plan.
Failing to consider how you will implement a rebrand can result in inconsistencies, confusion, and mistakes, all of which could harm the overall success of the process.
A failed rebrand can waste resources and erode customer loyalty and brand equity, leaving the business in a worse position than to begin with.
How to plan for rebranding implementation
Implementation is the most exciting part of rebranding. It’s the part where you finally see your vision brought to life and push your fresh new brand out into the real world.
However, implementation can also be the most complex and time-consuming part of the process. Your business’s branding is everywhere – both online and offline – so you’ll need to plan carefully to ensure you’ve covered all bases during the implementation process.
First, decide whether you will roll out the new branding everywhere all at once or in phases. If in phases, plan the stages and timing carefully. Next, take stock of all the touchpoints where your old brand exists and list what needs updating. A structured rebrand implementation plan will help ensure nothing is missed.
We’ve compiled a simple rebranding implementation checklist to help guide you through the process.
RESEARCH AND PLANNING
- Evaluate existing branding
- Perform market research
- ∙Define your rebranding objectives
- Establish a budget and timeline
- Assemble a rebranding team
DEVELOPING THE NEW BRANDING
- Brainstorm ideas
- Develop new brand elements
- Test the new elements with focus groups
- Create new brand guidelines
- Take an inventory audit
- Plan the rollout
- Communicate the rebrand internally to employees
- Rollout the rebrand online (e.g. Website, social media, digital marketing collateral)
- Rollout the rebrand offline (e.g. Product packaging, interior signage, exterior signage, business cards, vehicle graphics, promotional materials)
COMMUNICATE THE REBRAND EXTERNALLY
- Reintroduce your brand and explain the change
- Monitor performance
- Make adjustments based on feedback
A well-considered rebranding implementation strategy will help you to navigate the complexities of rebranding methodically, improving the chances of a triumphant transformation for your business.
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