We’re currently working with one of our charity clients on a rebrand. In this blog we explore some of the challenges organisations can face when rebranding and have come up with eight top tips to help smooth this transition.
So to give one example from our work, a client we are working with has spent a lot of money on research and developed an exciting new brand which is ready to be introduced. The concept behind the new brand is that it will make the public understand them better and improve their profile in the community. The question is, how do we help them roll it out in a timely and effective way.
And it’s not just a matter of introducing a new look. How do you liaise with the media to tell them about your change? What does it mean to your clients or customers?
If re-branding is something you are considering for your organisation a strategy is essential - here are our eight top tips:
- Set up a steering group and identify a project manager to oversee the rebrand, as well as a couple of brand champions from different departments within your organisation.
- Involve an outside agency or expert to work alongside you through the process. Even branding experts bring in people from outside to advise them on a rebrand.
- You will need to carry out inventories of all the places your brand appears. These will be the ‘physical’ items like letterheads, leaflets and signage, and digital platforms like your website, social media and email signatures. Involve your steering group in working through these.
- Talk to your stakeholders, if you are a charity it will be your trustees, about why you are rebranding. Ensure that everyone who needs to be is ‘on message’ about the brand’s new values.
- Remember this process will not happen overnight. The bigger the organisation and the more established the brand, the longer it will take.
- Give yourself plenty of time to roll out the changes. Some organisations find a phased roll out with targets to be met by key dates is the most effective way to complete a rebrand.
- Plan a detailed media campaign to support you as you roll out your new brand. Use this rebrand as a chance to gain coverage in the media and raise the profile of your organisation.
- And, importantly, tell your staff. Tell them why it is happening and when it is happening. The re-brand of the client I mentioned above involves a name change, it can take a long time to break habits, so make sure people have plenty of warning.