• by Brian Bekins , August 16, 2023

Formulating a rebrand strategy is only the first step in a long process. Implementing a new brand requires more labor and precision than choosing a name, logo, and color palette.

First steps

Begin by taking inventory of all your marketing assets, then grouping each asset marked for conversion by audience, use case, and/or sub-brand. Review each asset to ensure none are duplicated or rendered unnecessary by updates to systems or processes.

Group assets in such a way that allows one set of decisions to apply to a larger group. For example, once assets are categorized by the similarity of their content (PowerPoints, tri-fold brochures, white papers, etc.), the same transition steps can be applied across all assets within that category.

Prep assets by creating a project brief for each. Be sure to include details like:

• End use of the asset
• Imagery directives/guidelines
• How to update any content that may be outdated

Stakeholders may need to approve individual project briefs before production can begin. A project of this size requires an organization and its rebranding agency to get on the same page quickly, be open and honest, and communicate freely. Consider the frequency and cadence of your check-ins, and which communication channels work best. Regular, predictable, and reliable communication will establish trust.

Asset production

Once every asset and project brief has been approved, production can begin. Schedule and track each asset and brand update internally, using a tracker document to mark off each stage in each asset’s transition.

For each asset group, consider a weekly status call with client stakeholders and other agency partners. Ensure that everyone who needs updates along the way can access the status tracker document. Schedule ad hoc meetings to address issues between status calls. Keep the brand management team on speed dial.

It’s typical to have a lot of balls in the air at this time. One batch of assets might be with the legal team, while the design team is tackling another. Still other assets might get sent back to the product team based on feedback. Good organization is key to ensuring no balls are dropped.

Asset approval

After all assets have been approved by the appropriate stakeholders, the rebranding agency should deliver the finished products at an agreed-to date, in an agreed-to medium (e.g., printed or digital). Be sure to store multiple copies of all files on a secure server.

The sooner the brand management office and/or legal team can sign off on the new assets, the less likely massive wholesale changes or additional rounds of edits will be needed later. No one wants to complete a big chunk of work only to have to re-do the same steps. Thoroughly reviewing your status tracker document, and asking critical questions about what might have been missed, can prevent later rounds of edits or having to start over.

Rebranding requires significant time, effort, and resources. Creating a solid launch plan ensures the work that went into creating the new brand won’t fall flat once it hits the market.