Transitioning to a new brand can be difficult. Whether it's the result of an acquisition or a desire for a fresh appeal, re-branding can be a daunting process. With all of the internal tasks that need to be completed, we sometimes lose sight of our customer's perspective.
The first step in addressing our customer's needs is to remove ourselves from our re-branding whirlwind and think, 'If (insert your favorite brand here) were re-branding, what would I expect of them as a consumer?'
Here are 3 things to consider when re-branding your business to make sure your customers are prepared for your new journey:
1. Over Communicate the Change
When the decision to change your company's branding is made, make sure you begin with an 'over' communication plan. This will include communications to your stakeholders, customers, former customers and prospects. Your plan should include, emails, postal mail and advertising/press releases to make sure the news is received far and wide. Lastly, take a moment to reflect on your audiences and consider changing your messaging to highlight the benefits of the change that specific to them.
2. Change Internal Behaviors
Many times when focusing on a re-brand, the internal behaviors fall through the cracks. Make sure everyone on your team is on the same page. Establish that everyone is aware of the re-branding timeline and strategy, they know how to answer questions from customers and they're educated on their roles to ensure a smooth transition for your customers. By giving your internal staff the tools to deal with the transition, it will create a more positive experience for them and your customers.
3. Update All External Communications
We all know we should update the sign on the door and business cards on our collateral, but here are some things that are often overlooked but are crucial in creating a cohesive brand:
- Phone System/Voice Mail
- Media Kits
- Direct Mail Pieces/Coupons
- Social Platforms
- SEO, 301 Redirects and E-Newsletters
Re-branding isn't an easy process, but it can be a rewarding outcome. Remember to take the time to over communicate your transition with everyone who will listen, educate employees on the transition and their roles, and update everything that's in writing to reflect your new identity.
For more information and a complete re-branding checklist visit http://info.bbrcreative.com/rebranding-process-checklist