Picture this: after months and months of thinking about rebranding, talking about rebranding and attending meeting after meeting after meeting to execute your rebrand, the work is finally done.
In previous blogs, we’ve covered why rebranding may be right for some brands and not others and we’ve looked at the do’s and don’ts of rebranding. But what happens after you’ve completed the rebranding process?
In this blog, we will look at what happens after a rebrand and how to adjust to life in the year 1 A.R. (After Rebrand).
Let’s get started
It’s Launch Time!
Rebranding is a big deal. It deserves a lot of hype and excitement both internally and externally so it’s important to nail the launch (and get excited)!
Before you go public with your rebrand, it’s important to have support internally. A soft launch or internal launch within your organization allows employees to be involved and informed on the new direction. This internal launch will fall into two categories: Brand Guidelines & Communications as well as Brand Ambassadorship & Usage.
Educating employees on the rebrand will depend on their role in the organization and how involved they will be with branding. For example, the new business development team will need to be fully briefed on the new messaging and may want an in-depth presentation containing the new brand guidelines. The IT department, however, might only need to update their email signatures.
Graphic designers may need one-on-one workshops detailing everything they need to know about the rebrand. This process will be unique to each organization’s rebrand.
Part of the internal launch should also include new swag (yay!) and any other elements of ‘shock and awe’ to drum up more excitement about the brand. Make sure everyone internally is up to snuff before the external launch.
Once the whole organization is informed, it’s time to launch externally! Let your current and prospective customers get to know the new you. We recommend leveraging social media to grab the public’s attention. There are also opportunities for press releases, ad campaigns, and messaging strategies to get the word out there.
Again, this process will look different for each organization’s rebrand so the channels used to spread the good word will vary and should be determined based on key metrics.
Every organization rebrands for a reason (or several) but most of the time organizations rebrand to solve a problem. Measure how successfully your rebrand was able to solve those problems by comparing metrics from before the rebrand and after the rebrand.
Let’s say that Organization A rebranded to correct discrepancies in internal and external perceptions (they thought of themselves as one thing but their customers thought of them as a whole different thing). Once Organization A has undergone the rebranding process – perhaps updated their mark, adjusted their core values, and tweaked other essential items – they need to make sure their rebrand actually worked.
Measure key metrics – rebrand launch tips.
For perception issues we recommend surveying customers before and after the rebrand to compare how customer perceptions may have changed. Other metrics to look at include:
- Net promoter score (NPS)
- Customer Retention
- Customer/employee feedback
- Brand awareness (mentions, web traffic, backlinks, social media, etc.)
Monitoring metrics should be done on a regular basis for best long term results.
Adapt Over Time.
While the actual rebranding process most likely saw many different iterations before being finalized, life after you’ve launched your rebrand should also be ever-changing. Successful brands need to adapt with their customers and the market. Making tweaks here and there is all part of the brand!
As your organization continues to monitor key metrics, make changes here and there to ensure your brand is successfully reaching the right audience in the right way to maximize profit.
It’s worth taking the time to reflect on the rebranding process and figure out what went well and what could have been done differently. Talk to your team, customers, clients, and other key stakeholders for feedback on the process. As you continue to adapt with your rebrand, keep their feedback in mind.
Summary – rebrand launch tips
At the end of the day a successful rebrand is something to celebrate. Get your team on board for the ride and then let the rest of the world meet the new you! As you continue to crush it in your category, monitor the success of your rebrand. Analyze key metrics, talk to key stakeholders (internally and externally), and make adjustments as needed to make the most of your rebranding efforts.
While rebranding itself is an ongoing process, life after your rebrand should not be stagnant either. Adapt when needed and make adjustments to maintain your brand as a stronghold in its category.
What are you waiting for?
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