How a brand implementation strategy can make or break your new brand rollout

How a brand implementation strategy can make or break your new brand rollout


Tuesday, April 8, 2014 | Philip Guiliano

Implementing brand change and rolling out updated branded assets across your entire organization is no easy feat. This entails ensuring that each instance of your old brand (name, logo, colors, icons, etc.) is changed across all your branded assets, including fleets, ID badges, signage, etc. Just as you created a brand strategy to serve as the framework for the development of new creative, you will also need to develop a brand implementation strategy that integrates financial, functional, and organizational realities into an achievable vision for brand transition. The brand implementation strategy outlines how your branding objectives will be delivered within the time and resource constraints of the project, ensuring the long-term success of your rebrand. Failure to account for all assets and scenarios can make or break your new brand rollout.

Here are a few sample questions to help inform the development of a sound brand implementation strategy:

  1. What are your project’s time and cost constraints?
  2. What are the various scenarios and other decisions I need to address?
  3. What are the implications (and risks) to the organization of implementing the various scenarios?
  4. What resources are available for the project?
  5. How will all our objectives be achieved?

An effective strategy has costs, timeframes, tasks, roles, and responsibilities thoroughly defined. Your brand implementation partner will answer the questions ‘how big, how long, and how much’ while identifying opportunities to maximize impact and reduce costs. An implementation strategy also outlines the priorities for the rollout of new assets (by market, asset category, business unit, etc.), an approach to each branded asset category for the transition (when, how, quality level), and typically a resource plan, a communications plan, and a risk mitigation plan.

After the strategy is documented and approved by upper management, your brand implementation partner creates detailed project plans and works side by side with you to achieve all your brand change objectives. View a short video about how BrandActive works with our clients to ensure a top-notch brand transition.

For additional information and to stay in touch with BrandActive, make sure to connect with us on LinkedIn.

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