Your rebrand is approved — now what? Moving beyond phase 1 of implementation

Your rebrand is approved — now what? Moving beyond phase 1 of implementation


Eniana Vrenozaj

Obtaining high-level approval for your rebrand is a significant hurdle to clear. And if you’ve recently received the green light to proceed, you’ve laid a lot of important groundwork to get here.

The creative process for your new brand is well underway. You’ve evaluated the scope of the endeavor and secured multi-year funding. And you’ve begun thinking about the best way to launch your new brand to make the impact you desire.

But despite how important this foundational work is, you’re only about 10% of the way to the finish line. Phases 2 and 3 of rebrand implementation are when the rubber hits the road.

Whether you’ve been working with BrandActive from the very beginning or you’re considering an engagement now, here’s what it will take to finish the great work you’ve started.

A cross-functional rebrand implementation team

Your rebrand’s ultimate success rests on the shoulders of a core group of organizational partners who will refine and carry out the details of your implementation plan. The moment your rebrand is approved, you’ll need to mobilize these key players and ensure they understand their roles and responsibilities.

One way BrandActive can help is by building an effective organizational structure for your implementation team from the outset. This includes identifying executive leaders who will provide oversight, authorize big-ticket expenditures, and make decisions when issues arise. It also involves thinking through how your rebrand will impact every department, and creating workgroups that will execute each part of the plan.

For example, you might form cross-functional teams to:

  • Plan the events and details associated with your launch
  • Take a complete inventory of your branded assets across all locations
  • Turn your initial cost estimates into a multi-year spending plan
  • Train employees on the ins and outs of your new brand values and guidelines
  • Develop internal and external communications plans
  • Engage vendors and outside agencies to supplement your internal bandwidth

There are many ways to organize your implementation team effectively. The right approach depends on your particular strategy and overarching priorities. An expert partner like BrandActive will ensure you recruit and equip all the right people along the way.

You can’t afford to shortchange the planning process. Be sure to give your rebrand the due diligence it deserves and requires.

A comprehensive rebrand implementation plan

To gain C-suite support for your rebrand, you undoubtedly laid out the reasons for the change and provided an executive summary of your intentions. Now that you’re in Phase 2, it’s time to turn that overview into a fully formed, fleshed-out implementation plan.

BrandActive can help you ask and answer the right questions to solidify the best course of action in each salient area, including:

  • Launch. Will you introduce your new brand with a big-bang event or a more gradual communications-based rollout? Which branded assets need to be converted immediately to make your launch a success? Have you provided partners with the information they need to launch your brand in third-party channels?
  • Branded assets. Have you completed a complete inventory of all your touchpoints? Are there high-profile assets that require special consideration? Which assets could you convert during normal operational cycles to save money and maximize efficiency?
  • Dependencies. Have you informed your legal and compliance departments about your new brand? Are they on top of paperwork and other regulatory filings? Are there other stakeholders you’ll need to depend on to bring your rebrand to life (e.g. IT, HR, Operations)?
  • Timeline. How much time do you have to roll out this rebrand? What do you want to accomplish in year one versus in future years? What milestones do you need to reach every week or month? Are there any key deadlines (such as an upcoming IPO or M&A announcement) that impact the timeline?

Jumping right into implementation without factoring in all these details could lead to:

You can’t afford to shortchange the planning process. Be sure to give your rebrand the due diligence it deserves and requires.

Processes that empower your team to enact the new brand

At this point, you’ve identified who needs to be involved with your rebrand and what you need to include in your plan. Now it’s time to think through how your team will go about making your plan a reality. That’s where processes come in.

Documented processes improve brand consistency, ensure budgeted dollars are spent appropriately, mitigate unforeseen risks, and reduce confusion.

BrandActive can help you develop processes and/or procedures in each of the following areas:

Reviews and approvals

As your implementation team works on rebranding your assets, they need to know the review and approval process for each touchpoint. For example, who is responsible for reviewing each newly branded material? How quickly will approvals or responses be given? And what is the process for obtaining approval if designated reviewers are unavailable?

Budgets and spending

You might want certain costs to come out of various departments’ normal operating budgets. But big-ticket items might be classified as capital expenses. And other expenses might need to be spread out over the course of multiple fiscal years.

Your team needs to be aware of these and other spending considerations to submit invoices accurately. And of course, they need to know of any policies related to accessing these designated funds.

Rebranding budget checklist - 7 steps for marketing leaders

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Identifying and elevating potential risks

As your team works on rolling out their part of the implementation plan, they may encounter roadblocks that threaten to derail your progress. For example, a vendor might experience a supply chain disruption that impacts their ability to convert your high-priority branded assets in your desired timeframe. Or there might be a significant cost increase in packaging and other supplies.

In order to mitigate these risks and account for them efficiently, your team needs to know the appropriate way to elevate issues and concerns.

Appropriate avenues for employees to ask questions

Employees throughout your organization are sure to have questions about your rebrand as it unfolds. They might wonder how the change impacts their specific role. Or they might question when to update their ID badge or if they should order new business cards. No matter how big or small the question is, provide an outlet for your team members to reach out.

Consider establishing resources like a help desk, FAQ page, portal, and/or dedicated email address for employees to find answers to their questions.

Take your rebrand from concept to completion

To roll out your rebrand all the way from Phase 1 to completion, you need three crucial elements: the right people, a solid plan, and smart processes.

BrandActive can help. We know how to bring the right partners to the table, think through every detail of your rebrand implementation plan, and solidify the processes that will support your organization in embracing transformational change. We’d love to work with you to keep your rebrand moving forward all the way to a triumphant conclusion.