A brand is the identity of a company or product. It is made up of how an audience sees the brand.
If you are a business owner who is not happy with the way customers or the general public perceive your company brand. Or maybe you find you aren’t making an impact on your target audience. Then you may decide to rebrand as a way of shifting public opinion so that it is more in-line with what you want for your organisation.
Rebranding is often a costly, and time-consuming endeavour. It is also something business owners don’t tend to have much experience in.
After spending hours and hours deciding on everything from logo colours, to message platform.
The roll-out is the last place you want, or expect, to fall short. However, inexperience naturally lends itself to mistakes. And ensuring a successful roll-out is no easy feat.
It may be difficult. But that doesn’t mean a successful rebranding is not possible. Given enough time, research and effort, you can create a rebranding plan and strategy that will retain consumer loyalty and secure the future of your company.
We’ve compiled a list of top tips to creating a foolproof launch strategy for your rebrand.
- Rebranding Plan
Allow enough time
Don’t make the mistake of leaving your roll-out planning till last. There are a lot of components to a rebranding launch. Most of which will take a lot of time. So make sure you coincide your launch plan with your initial rebranding plans.
When planning a message to communicate about your business, it can be tempting to try and reel off a whole list of amazing things your company stands for. But if you try to say too much, your words will start to mean nothing.
Choosing just one thing to communicate will have a much stronger message. Think about, if you could pick just one thing to stand for, what would it be? And now go with that.
You will need to communicate to audiences why you wanted to rebrand. However, you need to tell it in a way that focuses on the value of a rebrand for them. Not the company. What problems are faced by each of your audiences? And how will rebranding improve them?
It needs to be something memorable that they can buy into. And you will need to think of a way you can incorporate the story into each mode of launch communication so that it runs consistently throughout your rebrand.
Order of release
Start off by identifying everyone that needs to be introduced to your new branding. Both within the company and outside of it.
Partners, employees, loyal customers, and so on. You will need to tell all of them. But each group will respond to different approaches. So you’ll have to tell them in slightly different ways. And at different points in the process.
How will you customise your communication?
Because you will be introducing your new and improved branding to several different audiences. And you know that what your management level staff will respond to will be much different to what the general public will want to hear.
You know you’ll have to come up with a customised communication plan and launch dates for each audience individually.
Clear timeline of events
Once you have finished with the previous step you should be able to mark down all of your launch dates and deadlines on a timeline so that you have an accurate timescale to work with.
- The Internal launch
Ensure that those high-up in the company are onboard
It will be of great help to you if those at the top are all in favour of the rebrand. The more they are for it, the more effort they will put into helping to pull the whole thing off successfully
Get employees on side
Many may make the mistake of making too little of a successful roll-out to employees.
However, consider this. You can spend all the time and money in the world on all other aspects of your relaunch. But if you don’t introduce this new development to your employees in a way that gets them on side. You will miss out on all of the things that money can’t buy.
Like the way that staff speak to customers about the rebrand. And their willingness to help make it a success.
They want to feel like they are a part of something. And they also need to all be on the same page. Try to make your rebrand message as clear as possible and ensure that all employees understand it before they have to talk about it to customers.
If you don’t already have one, why not think about an internal website for staff?
- The External launch
Take your time
Don’t be in too much of a rush to release news of your relaunch to the public. This is most likely the only opportunity you will get to rebrand, so there’s no harm in making sure everything is good to go one last time before you move forward.
And let the audience take theirs
It is also important to remember that a rebrand takes time. You may change your branding overnight, but that doesn’t mean people will immediately forget the old. Don’t expect to send out the message once and have it sink in. You will have to repeat yourself. Probably a lot, before people fully convert.
Keep communication lines open
Remember that audiences may be wary of your new direction. One good way of keeping people onside is to offer them a means of two-way communication. Let them voice their opinion, and they are more likely to listen to yours.
After all, you want to attract more business with your rebrand, not drive it away.
Before you reveal your rebrand, make a note of how you stand on social media, what are the general opinions of your company online etc. And watch it closely through the roll out process.
If after the relaunch, you see things begin to shift downhill. Take action before it gets out of hand.