Just like the person who realizes that their look has long since gone out of style, businesses can find themselves in need of a brand refresh. Reasons for a rebranding may be simple or complicated, but getting it “right” is essential. Planning is critical to avoid common rebranding mistakes that can sabotage your efforts. If rebranding is the right move for your business and your logo looks dated, taglines are no longer relevant, or bad publicity is forcing a change, use this checklist as a reminder that your logo, company name, and tagline may appear in dozens of locations, online and in print.
- Send your updated brand (logo, tagline) to other websites; e.g., vendors who link to your site.
- Post a press release on your new website explaining why your business has rebranded. Tell your story. Make it relevant. Keep it simple.
- Add a redirect link on your old website to the new URL once it is “live.”
- Update your listings in any applicable online directories, including any location data management tools such as Yext.
- Update your profile on online crowd review forums such as Yelp and Trip Advisor.
- Don’t forget about industry-specific directories. Many professional service businesses, (e.g., legal, accounting, and financial services) have online review forums. Check to see if your business is listed, and find out how to update your information.
- Each social media platform has specific policies. Check with each on how to update your business page or feed. In some cases, you will need to create a new page.
- Encourage employees to post information about the new brand on their own social media pages. Examples include LinkedIn, Facebook, and Twitter.
- Review your company’s social media guidelines with all employees before the brand/rebrand rollout.
- Replace interior and exterior signage including on company vehicles and uniforms, and in buildings, lobbies, and boardrooms.
Business Stationery and Forms
- Letterhead, envelopes, labels and cover sheets
- Electronic templates
- Business cards
- Invoices, statements, checks and other banking forms
- Company policy statements and employee handbooks
- Name badges
- PowerPoint templates
- Presentation folders
- Local press and trade publications – press releases
- Tradeshow booths
- Telephone greeting and messages – general mailbox and individual voicemail greetings
- Outgoing caller ID
- Email signatures
Advertising and Media
- Print and digital ads
- Fact/spec sheets
- Annual report
- TV/radio spots
- Employees play a crucial role in communicating a company’s brand. Make sure that everyone understands the purpose of the rebranding initiative before it goes “live.”
- Hold an internal launch party to share the purpose and goals of the branding initiative.
- Train all employees about what the brand represents and how each person helps deliver the “brand promise.”
- Pre-launch: Send an email to your customers ahead of the launch to let them know about the upcoming rebranding. Reinforce that the change will be a positive one and that your company will continue to provide the same great service to its customers.
- Launch: Send a letter to customers announcing the brand launch, signed by the CEO or president. Explain the reason for the change and reaffirm the company’s pledge to its customers.
- Post-launch: Encourage all employees to talk about the new brand with their customer contacts.
- Hand out new business cards to existing clients and in subsequent meetings.
Don’t be discouraged if you forget to check off one of the above tasks. Remember, proactive planning and laser-focused execution are critical steps in achieving a successful rebranding launch. Don’t rush. Consistent communication throughout your organization is key. Your employees are your best promotors and caretakers of a company’s brand. Once the initial launch is complete, encourage your employees to be on the lookout for other forms, marketing materials, and social media where your old brand is displayed, so you can update the item(s) as soon as possible.
If you’re considering a rebrand for your business, partner with the professionals at YGL Enterprises to ensure your strategy is well thought out, and you’re creating a positive change that will resonate with customers and support your brand for years to come. Contact us today to get started!Tags: Brand Marketing, branding, Complete Checklist for Rebranding Your Business, marketing, Professional Development, rebranding, Rebranding Your Business