Original blog published on Nov. 25, 2015 | Blog updated on December 9, 2021
Double-Check This List Before You Roll Out Your New Brand!
Creating a new brand is a major milestone. As a company that went through the rebranding process ourselves, we know how challenging it can be. But you’ll find the rewards to be well worth the challenge—that is, of course, if you roll out your new brand properly.
From your business cards to your fleet of service vehicles, your company’s name and logo live on countless platforms. Due to the ubiquity of your brand, being able to just “flip the switch” on your new brand and change everything simultaneously is highly unrealistic. Instead, it’s best you roll out your new brand within a reasonable timeframe and manner. Otherwise, you run the risk of confusing your current and potential customers with multiple versions of your brand being used in the marketplace.
Introducing your new brand to the world effectively requires careful planning and implementation. This is where our team of branding experts has your back. With a prioritized brand implementation checklist and budget as a guide, you can implement your new look in a manageable way, while still causing the positive disruption you want to achieve.
Use this checklist as a guide to consider how to tackle the conversion.
Loyal customers deserve to be the first to know about your new brand, so the different look doesn’t cause confusion or raise concern. From a blog post to a letter or email, regardless of how you choose to announce your new brand, it’s crucial you explain the reason why your company rebranded and what the new brand represents for your team and for them. Reiterate that, despite its new look, nothing else about your company has changed. Reassure your customers that you’re still the company they’ve come to know and will continue to deliver the service they trust.
In the blog post introducing Colepepper Plumbing’s “fiery new look,” KickCharge wrote: “We might have done a 180 with our look, but our valued service hasn’t changed a bit. In fact, we believe the new brand and website will only enhance the relationships we’ve built with our customers in San Diego, CA, and across our service area. We are fully committed to leading the industry and adapting our business to best serve our customers—and these changes are a true testament to that.”
In addition to the company blog, spread the word via email (don’t forget to update the logo in the email template, if you have one), and even consider a standard mailing if it’s a good way to reach relevant folks in your market.
A news release is worth considering as well—particularly if your new corporate identity rollout is announced in conjunction with something newsworthy that’s of public interest, such as celebrating an anniversary, moving into a new office, sponsoring a community event or fundraiser, partnering with another business, expanding services or adding positions on staff.
Business Cards and Stationery
This is a no-brainer. If handing a business card to a lead is a common first interaction for your employees, it must be redesigned with the new brand immediately. Make it count—get creative with use of the logo and brand colors, and think differently. Two-sided cards, rounded corners, unique paper stocks and spot UV printing are some ideas for making business cards beautiful.
It’s simple and relatively inexpensive to implement new branding on letterhead and business forms. Since this stationery is a regular, frequent part of customer interactions, put this item high on your brand refresh checklist.
Though it’s costly, it’s important for signage to match the new brand. Resist the urge to modify the logo’s proportions to fit the available space. Instead, modify the sign accordingly to accommodate the logo, and use the space as effectively as possible. Remember, it’s less important to prominently display a website URL and phone number on signs when the customer is already on site. So, include a sign that’s professionally designed into your brand implementation plan and budget.
Company vehicles are like moving billboards. Take advantage of this unique, yet cost-efficient way to reveal your brand to a large number of people. When designed properly, vehicle wraps are highly effective. Ensure that the design stands out with the logo displayed clearly, so that it won’t be easily forgotten.
Ideally, when budget allows, you can make the biggest impact by rolling out rebranded vehicles all at once. This can be cost- and time-prohibitive for a company with a large fleet. Two ways to tackle updating vehicle wraps are to implement the new brand only on new vehicles or to strip off old lettering and replace it with a redesigned wrap.
At KickCharge, we’re so passionate about powerful vehicle wrap design for home service contractors that we would never consider a brand rollout plan without it. Check out our portfolio of head-turning trucks.
Since your employees are your brand ambassadors, putting the new brand on their uniforms should be a top priority in your brand implementation process. Ensure that they are dressed neatly and professionally. Integrate the brand colors into the design and avoid adding details like the phone number and website address—just the logo will do.
Replace the logo on your company website as soon as the new brand is introduced. Full brand integration should follow soon after, with a website redesign that implements colors, icons and typography that coordinate with the new logo. The new website should relay your brand promise, making the brand shine. Treat the website like the virtual front door most prospective customers enter the first time they interact with you.
Don’t make the mistake of simply swapping your old logo with your new one and calling that a website rebrand. A branded site fully incorporates the new identity visually and in its voice.
Social media networks will be an obvious place to announce the change. Ensure that the new logo is plugged into social media graphics when the brand launches. Remember to update your company’s presence on all of your existing channels. Now is the perfect time to start an account with your new brand if one doesn’t already exist—anywhere that is a relevant place for the company to communicate. Social channels include, but are not limited to:
Social media could be the place a potential customer decides to search your company name for the first time to get to know who you are, so it’s important it portrays your brand accurately.
Finally, print collateral, such as brochures and sell sheets, need to be updated with your new brand. In addition to the design, take this as an opportunity to review your print collateral’s copy and overall messaging. Does it reflect your brand promise and differentiators? If not, it’s time to refresh it.
Rebrand Implementation Checklist
If you’re working on a rebrand implementation plan for 2022, you should prioritize refreshing the following assets with your new look and brand voice:
- Announcement to existing customers (blog post, email, news release, print mailing)
- Business cards and stationery
- Social media
- Print collateral
Still on the fence about making the leap? Check out the eye-popping transformations for these small businesses.
If you want some help, the KickCharge Creative team is your ally. We’ve helped thousands of businesses rebrand—and we’ve done it ourselves, too. Let’s talk about your brand refresh rollout plan!