Branding is incredibly important to the success of your business. If you’ve just developed your new brand identity or you’ve undergone a rebrand, a strategic rollout is crucial when it comes to engaging your intended audience.
From visual assets to briefing your team, here’s how to deploy your brand launch and set yourself up for long-term success.
1. Get ready to rollout
Preparing a rollout strategy will outline what assets need to be rolled out when they need to go live and who is responsible for each task. This will include the timing of your brand guidelines, signage, website updates, social media, livery and advertising campaigns. This may be handled by your internal marketing team, an external advertising or media agency or most likely, a combination of both.
Creating timelines, checklists and assigning specific tasks will ensure a smooth rollout for maximum brand engagement across all critical customer touchpoints.
2. Celebrate Your Brand
Launch your brand internally to ensure that any issues are ironed out before you share your vision with the world. Use this as a moment to celebrate the new brand with staff and get them excited to be part of it. This enthusiasm will then transfer when they deal with clients and customers.
If you are celebrating a rebrand, explain the story behind your decision and take your team through the process from the strategic thinking to the creative decisions and final brand design.
3. Defining Your Style Guide
Your style guide is your brand bible. It sets the look and feel of your brand, as well as the creation and design of all brand materials. Make sure yours is easy to navigate and as comprehensive as possible for ongoing brand consistency.
Your style guide should outline your brand identity, core values, correct usage of your logo identity, brand colours (including colour codes), typefaces, tone of voice and any other unique imagery or assets which create your brand’s unique identity.
Your team should also be able to access your style guide easily – whether it’s printed or distributed digitally, as well as contact details if they need to ask questions about implementation. All your new brand assets should be housed in an easily accessible location for your staff. In the future, your style guide can be leveraged as part of your staff onboarding process.
4. A Successful Launch
When launching your new brand, it’s imperative that your visual assets are rolled out across all touchpoints simultaneously. You don’t want to launch your new website only to have your Facebook page still featuring the old logo. Your brand rollout should consider every aspect of your internal and external branding so no business asset gets left behind.
A major brand can’t be rolled out in one day, so if you have to rebrand in stages, make it very clear what is going live and when. Major assets, such as signage, website, and other definitive brand assets, should be prioritised.
If you don’t update your brand assets simultaneously, your brand will appear as visually inconsistent. It can reduce the impact of your brand and cause customer confusion. It may even affect your customer’s belief in your ability to deliver on time and possibly disengage staff.
Here’s a checklist of some of the items that may need to be updated:
- Email Addresses
- Business Cards
- Internal Documents (sales reports)
- External Documents (sales materials, presentations)
- Financial Materials
- Media Kit
- Style Guides
- Promotional Materials
- Social Media Templates/Profile Pics
Good luck! If you need help developing your brand identity including a campaign rollout and marketing strategy, talk to D&Co Studio today. Email email@example.com or call 03 5292 2073.