Re-branding can be daunting. Finding the right graphic designer and media strategist is hard enough but what about when you’re ready to launch? How you introduce your new logo, design aesthetic, website and customer experience matters. The last thing you want to do is invest in an “upgrade” you’ve put your heart and soul into and lose customers because they get confused along the way.
I’ve come up with 5 tips to make it seamless for you and your audience!
As you work with your team or consultant to establish the new look and feel, slowly adapt your posting style on Instagram to be ready for when you go live. A slight change in color, filters and overall aesthetic will be minor to your current followers but gets you ready when you announce the change without having to “over post” to set a new tone for your page.
Your designer should be providing you with mood boards to help you establish your new style – use that to select the photography, graphics, etc. you’ll want to post leading up to your go-live date, as well as two weeks out. You can use apps like UNUM to help you lay these posts out in advance and allow you the breathing room you’ll need after launch to address any minor problems elsewhere.
Start compiling a list of places that will need updating. The more you can work in advance, the less pressure or rush you’ll feel to make sure everything is ready after the launch. It’s not a race, it’s a process. Work with everyone in your organization to help make the list. Common items include social media pages (Facebook, Instagram, Pinterest, LinkedIn), your website, business cards, handouts or freebies, internal and external newsletters or client communication methods, expo backdrops and tablecloths.
Having a list makes sure that nothing gets missed, there’s a schedule in place to address what you need in advance, that your graphic designer can help you resize various files like logos and fonts while your project is ongoing and that everyone involved participates, which increases buy in!
Create a blog post explaining the new direction of your branding. It’s great to move clients gently into this new direction and let them experience your vision. Not only will it help with buy in but done right, it will get them excited to see what you’ve been working on and where your company is going.
Take that opportunity to answer some questions you might receive, like how this affects existing clients, new clients, and any benefits you might be offering as a result of the change. Be transparent if their costs or future pricing will be changing and offset that with the benefits, such as new resources or content you’ll be offering.
Start a countdown of your new brand so it’s not a surprise. You can do this on your social media, website, through your newsletter or blogs – anywhere that your existing or new clients may see and interact with you.
Consider running a special or giveaway to capitalize on the traffic you may see on your website or through social media. It’s also a good time to feature a client or happy customer, who helps tell your story with you!
5. Follow a launch day plan. Work with your team or consultant to establish a time for the new website (if applicable) going live. Plan out blog posts, newsletters, and any other communications you may be doing in advance and indicate who is responsible for what components. If you plan to push out public messaging with local news outlets or influencers, include them in your scheduling so everyone knows the plan and can work well together.
These tips will help you as you go through a re-branding process. But as always, if you have questions or need help, contact us at Be Bold Design Studio and we would happy to be able to provide any guidance or a second opinion.