Time for a brand identity update? Here’s a handy checklist for a successful internal branding rollout which will win your team over to your new brand identity. Customers tend to be the focus of brand identity updates, but any successful marketer knows there’s another important audience to keep in mind: your own employees. Ultimately, they are the ambassadors of your brand and will make a rebrand come alive for your customers.
A new year, a new look. Who hasn’t poked around the Christmas sales with this ethos in mind? And it’s just as true for companies – at this time of year, businesses will often be thinking about refreshing their brand to stay relevant, set themselves apart from competitors and keep audiences engaged.
So you’ve decided that it’s time for a rebrand - congratulations! A rebrand, or brand refresh, is a highly effective way of altering or updating aspects of your brand in order to connect with new audiences, inspire existing ones, or to set yourself apart from the competition in a rapidly changing marketplace.
The word ‘marketing’ usually brings external branding to mind – reaching out to your target market and creating an awareness of your brand in order to foster strong customer relationships.
One of the biggest communication problems I encounter when working with companies undergoing a visual identity update is between company brand managers and the designers they hire to help rebrand their assets. If one side doesn’t hear the other at this important time, the entire operation may be in jeopardy. Designers, understandably, are often focused on external outcomes. It's up to brand managers to ensure that the updates work internally as well. A lot of money gets spent on visual updates, so you want to be certain everyone across the entire organization actually uses and implements them. The goal is to reach all touchpoints, right down to PowerPoint presentations, not just the company site or business cards.