During phase 2, design management also takes place, whereby creative concepts are translated into detailed applied designs. For example, consider the translation of your visual identity on to different types of vehicle. Your brand will look different on a Volkswagen than on a Mercedes sports car. The same goes for site locations: these must all be examined so that a detailed brand implementation can be set up for each individual site. These plans then have to be approved by various departments within the organisation, as well as by external subletters and sometimes by the municipality that issues necessary permits.
Phase 3: implementing the new brand identity
Once the suppliers have been selected, the production of the different brand touchpoints can begin, which also means that we enter phase 3, where the actual implementation of the new brand takes place according to a predefined scenario. In this phase, the communication to all internal and external stakeholders also starts. Never forget the important principle: ‘to be successful on the outside, you have to focus first on the inside – your employees’.
Phase 4: managing and organising the new brand
If all goes well, phase 3 will seamlessly blend into Phase 4, during which you can ensure that the new brand can also be used and promoted in the right way by all your employees. This can be achieved by providing training and by setting up a good brand organisation function with appropriate brand and marketing technology to support it. For example, you can use DAM systems and template management software. The introduction of a new brand is often also a good time to introduce a brand portal, which can enable all guidelines and assets of the new brand to be easily accessible to all your people.
A smooth implementation is essential for a successful rebranding
As you can see, there is a lot involved in a rebranding project. In this article, I have tried to whet the appetite by providing some initial insight into the invisible side of (re)branding and by outlining some of the key considerations for the execution of a brand change project. I hope it is clear that successful rebranding does not only rely on the creative ‘magic’, but also upon the operational ‘how’ side of branding and that good preparation is essential for a smooth brand transition.
Are you currently preparing for brand change? Or have you already started but the process isn’t going as smoothly as you hoped it would? Perhaps our expert guide with 7 steps for a successful rebrand can help you on your way. Would you like to get some personal support or feedback? Please feel free to contact me at firstname.lastname@example.org or +31 6 15 09 09 01.
*Source: Impact Valuator VIM Group.