It’s not as simple as swapping logos and calling it a day when it comes to launching a rebrand. There are numerous things to think about on both the inside and outside of your company, as well as legal ramifications to consider. Even a well-researched and well-considered rebrand plan won’t get the traction or attention it deserves if it isn’t planned and carried out correctly. Follow these suggestions before beginning your campaign to ensure that it goes smoothly and effectively.
Prepare the Rebrand
The rebrand is a lot closer to being completed once all of the information and research is gathered, and the last assets have been secured. However, take a step back before disclosing it to really comprehend the business drivers and narrative behind the entire rebrand. The right message and grasp throughout the firm will make the rollout process more straightforward and ensure that your team’s communications are consistent.
Outline Your Brand Story
A rebrand isn’t only about changing the logo; it’s also about telling your company’s story. Tell everyone why you started the rebrand, how much time and effort it took, and what your business’ future objectives are.
The end-users are looking at it and asking, “Why did they change their name?” Sharing information about a company’s growth goals can help. Your brand’s narrative can add a strong human element to the process, allowing consumers and workers to connect with your organization on an emotional level. The objectives and goals behind the rebrand may be used to create strong emails, social media posts, and news release announcements that elicit buy-in and appreciation for the company.
Establish a New Messaging Framework
How you talk about the rebrand might influence how positively it’s received both inside and outside the organisation. Setting up a clear messaging framework will help you align internal members regarding the adjustments, as well as when and how to reveal them in external interactions.
You can create the framework for your marketing messaging to validate your company’s adjustments with tangible evidence and consider how you’ll communicate the business’ fundamental beliefs, objectives, and history in the future. Establishing a framework for all future interactions, not just those directly linked with the rebrand, is crucial to maintaining your messaging around not just where your firm has been but also where you wish to go in the future.
Internally, promote the Rebrand.
It is critical to explain the rebrand internally before releasing it to the public. After all, a good rebrand starts with those who interact with your brand on a daily basis, from senior executives and stakeholders to entry-level staff.
Get Buy-In & Feedback
Your team should be fully committed to the rebranding plan and objectives. The process can help promote the rebrand internally by those who are involved. From the top of your senior business leaders, a clear vote of confidence encourages other workers to buy into the rebrand and create enthusiasm for the company’s future.
Allow internal staff the capacity to offer input and ideas while generating enthusiasm and buy-in from them. Allow your teams to assess how favourably the rebrand will be received by external audiences, as well as whether the original purpose behind the rebrand is still valid.
Be Transparent & Communicate Clearly
With any big shift in a company, there is always some level of uncertainty. Some workers may see a rebrand as evidence that the firm is not doing well or that their employment is at risk. Explain the rebrand to your staff with as much transparency as possible, even if it isn’t entirely good. It may also be valuable to provide a platform for individuals to express their worries on a one-on-one basis. It also allows your workers to know that you value their input and appreciate the hard work they put into their jobs.
Transparency may be a good approach to get buy-in from the entire organization. Don’t be afraid to reveal all of the details of the company’s market research and consumer feedback that are driving these changes. Your staff will be better equipped and empowered to communicate information externally if they have a thorough understanding of all the benefits and justifications for change.
Promote the Rebrand Externally
With complete internal buy-in and a comprehensive message framework in place, the rebrand is now ready for the public to see. It should be thrilling to launch the rebrand! There is no turning back once the rebranding has begun. Make sure your employees are comfortable with what they’re doing and that all of your external assets are prepared to.
Many platforms offer different ways to publish new material, so it’s difficult to maintain consistency across social media, emails, blog posts, and more. Using a platform like HubSpot allows you to access your brand assets from one spot and create social media posts, send personalised emails, and publish blog entries all in one place. It’s even possible that switching to a new CMS system during the rebranding process is the ideal opportunity.
Social Media Posts
The more enthusiasm you can generate around the brand before its grand reveal, the more interested consumers will be. Create anticipation on social media by releasing teasers leading up to the day of release. Teasers don’t have to reveal everything, but they should pique people’s interests. Behind-the-scenes looks at preparation efforts or sneak peek at designs and new components of the website or logo are all fantastic ways to offer teasers.
Customers can be found on all sorts of platforms and should be engaged with on several. Don’t forget to respond back to them to keep the momentum and excitement going.
Email communications are another approach to announce the rebrand. You may utilise emails to stimulate interest and participation in the rebrand while also providing more in-depth information similar to social media postings.
Providing a means for your consumers to give comments is an effective approach to build engagement and trust with your brand. You may use email announcements to distribute sneak peeks or samples of changes, as well as provide a forum for them to express their thoughts.
Press Releases & Blog Posts
You should also think about more tangible methods to advertise and promote the rebrand, such as press releases and blog entries. They can accomplish just that. While you’re generating interest, you’ll also create intrigue, prompting people to seek more information about the rebrand. By publishing a press release or a blog article, you may offer these users access to additional content based on the messaging framework you created.
Blog articles and press releases are also useful for SEO since they allow search engines to become aware of changes in your brand so that search queries may be adjusted as needed. Because search engines are aware, it’s a good idea to make these news items indexable.
It’s quite probable that your brand name will continue to be sought after after the rebranding. You may use PPC ads to educate people about the new brand name after releasing a press release or writing a blog article that explains the changes. You may target users who are still looking for your old brand name with PPC advertisements and instruct them about the new brand name. Over time, you’ll notice that search queries migrate to the new branding,
Launching a rebrand should be a thrilling and enjoyable experience for everyone involved! Getting it right the first time may be challenging, but using these pointers will allow you to create a rebrand rollout that succeeds and ensures that you’re using the appropriate messaging.