In the first article of this series, we talked about how to determine whether a rebranding initiative is in your company's best interests. In the second article, we covered the basics of building your new brand identity.
Now it's time to discuss best-practices as you launch and promote your exciting new brand, both internally and externally.
As a backdrop, consider that when we rebranded our enterprise work management company AtTask to its new Workfront identity, it was no small undertaking. Our project plan comprised 412 individual tasks and took 4½ months of intense effort. No one wants to go through that level of work and then botch the unveiling.
With that in mind, here are six essential tips to help you achieve a successful launch, starting with some of your most important stakeholders: the people in your company.
Three Tips for the Internal Launch
1. Give employees a heads-up
Many companies fail to realize that getting their employees behind the brand is the first and most important step in a successful launch. You want as many cheerleaders and advocates as possible. If you can't convince the people on your payroll that this is a good move, your chances with your broader audience diminish significantly.
We gave AtTask employees a 10-week heads-up that the name was going to change, and we explained why (our product had expanded to encompass the complete lifecycle of enterprise work—far more than tasks alone). We told them change was coming before we had even decided on a new name, giving them time to process the idea, to get their questions answered, and to buy into the reasoning.
Take the first step (it's free).
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- Nine Criteria for an Ironclad Brand Strategy: Lindsay Pedersen on Marketing Smarts [Podcast]
- Brand Marketing vs. Performance Marketing: Finding the Right Balance
- The Personality Traits of the Most Reputable Brands
- Marketing With 'A-Peel': Savannah Bananas Owner Jesse Cole on Marketing Smarts [Podcast]
- Branding and Design Are Inseparable: The Why, The How, and Two Examples