There are all sorts of reasons a company may decide to rebrand. They may rebrand because their current brand no longer reflects their mission, values, or market. Perhaps they have moved into a new market or acquired a new business. Whatever the reason for the update, managing a rebrand takes effort. Here’s a look at how to do it well.
Step 1: Determine Rebranding Scope
What elements of your current brand do you want to change? Sometimes, it makes sense to completely overhaul your brand, including company name, logo, and mission and values. Other times, you may be looking for a refresh of your brand artwork or messaging. Take some time to interview key stakeholders at your company to help you determine the scope of your rebranding project. What are the big goals of rebranding your company?
Step 2: Create Your Timeline for Managing a Rebrand
Once you have identified the scope of your rebranding project, it’s time to create a timeline for completing it. What are the first steps you’ll need to take to get your project off the ground? What important elements need to be in place for you to move the project forward?
At Balius, we’ve helped companies manage their rebrand rollouts. The rebranding timeline is what keeps these projects on track. We meticulously lay out what tasks need to happen and when. Typically, we start rebranding projects with discussions with company stakeholders about the company’s mission, vision, and values. Sometimes, our clients have already completed this step when they engage with us.
Next, we work through development of the new brand, from logo and colors to company voice and tone. This step often includes several rounds of discussion and revisions as we work toward the company’s new look and voice.
After we have those elements in place, it’s time to apply them across all of the company’s communication channels. This includes internal communications as well as the company’s office in addition to all of the external communication with clients and the public, from email signatures and your website to sale sheets and invoice forms.
Step 3: Name Responsible Parties
One important element of the timeline is the identification of the team members responsible for executing each step in the project. Who is the lead on the logo design, discussion, and approval part of the project? How about development of the company’s new voice and messaging plan? Who will make sure all stakeholders are involved in the approval process? Who is the main contact for your outsourced rebranding partner?
Step 4: Stick to the Plan
Sticking to the plan is the hardest part of any rebranding project. It’s not enough to create a plan for managing your rebrand rollout. You must follow it. We recommend identifying one person who is the master of the timeline. They can check in weekly with the responsible parties to make sure everything stays on track.
Embarking on a rebranding project for 2023? Get in touch with the Balius Marketing team today for expert advice, professional design, and experienced project management.