Brand/Rebrand Rollout & Launch Coordination
You have a new brand — Now What?
You’ve been given your new brand. This means that your designer or agency has handed off a bunch of files, but they may not have given you any instructions as to what to do with them. Hopefully, somewhere in this collection, there is some direction as to how your new brand should be represented in the world, but where do you even get started?
If you contracted with your brand designer or agency for complete branding, then hopefully, you have received the following in your branding package:
- A defined brand strategy: The first step in developing a brand or rebranding for a practice is to define your strategy. This involves defining your mission, vision, values, target audience, and onlyness.
- Compiled market research: Once you have defined your brand strategy, the next step is to conduct market research to understand your target audience and competition. This involves analyzing market trends, identifying your ideal client, and understanding your competition.
- Brand identity standards and guidelines: Your brand identity includes your name, logo, tagline, and other visual and verbal elements that represent your practice. Your standards document will have appropriate usage for the logo, colors, specifications for typography, images, and tone of voice.
Key Processes and Procedures of a Brand/Rebrand Rollout
Launching a practice brand or rebranding can be a complex process that involves multiple steps and procedures. Below are some key processes and procedures typically involved to help ensure your new brand is well-received and successful.
- The creation of brand strategy, market research, or identity standards and guidelines, if not provided by the brand designer or agency, will need to be completed before moving forward.
- Once your brand identity is established, you will need to implement it consistently across all channels and touchpoints.
- Update your marketing materials and client communications: All marketing materials should be updated to reflect your new brand identity. This includes business cards, brochures, letterhead, and any other printed materials.
- Update your online presence: Your online presence should also be updated to reflect your new brand identity. This includes updating your social media profiles, online directories, and other online listings.
- Update your website: Your website is often the first point of contact for potential clients, so it’s essential that it reflects your new brand identity. This involves updating your website’s design, content, and imagery to align with your brand strategy.
- Train your staff: Your staff should be trained on your new brand identity, values, and messaging. This ensures that they represent your practice consistently and can answer any questions that clients may have.
- Update your office space: Your physical office space should reflect your new brand identity. This may involve updating your signage, decor, and other elements to align with your new brand.
- Measure your success: Finally, measuring the success of your new brand or rebranding efforts is important. This involves tracking metrics such as website traffic, social media engagement, and client referrals to determine the effectiveness of your branding strategy.
By implementing your brand consistently across all channels and touchpoints, you can create a strong, recognizable brand identity that resonates with your target audience and sets your practice apart from the competition.
Administrative Considerations For A Brand/Rebrand Rollout
There is more to the brand/rebrand that just the visual and written changes that will need to be implemented, there are several administrative considerations that you need to take into account. These include a number of government and legal requirements. Here are some key considerations:
- Trademarks: You will need to conduct a trademark search to ensure that your new brand name and logo are not already in use by another business. If your new brand infringes on an existing trademark, you may need to modify it or choose a new name.
- Business registration: If you are changing your business name or structure, you will need to update your business registration with the appropriate government agencies. This may involve obtaining a new business license or registering your new business name with the relevant authorities.
- Domain names: You will need to secure a domain name that matches your new brand name. This may involve purchasing a new domain or transferring an existing one.
- Social media: You will need to update your social media profiles with your new brand identity. If you have a significant following, you may want to consider keeping your existing social media handles and profiles.
- Legal contracts and agreements: If you have existing contracts or agreements with suppliers, vendors, or clients, you will need to update them with your new brand name and identity.
- Regulatory requirements: Depending on your industry and location, you may need to comply with regulatory requirements, such as obtaining licenses, permits, or certifications. You will need to update these documents with your new brand identity.
- Tax and accounting: You will need to update your tax and accounting records with your new brand name and identity.
It’s important to seek the advice of legal and financial professionals when undertaking a rebrand to ensure that you comply with all relevant laws and regulations.
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