Branding is one of the most crucial aspects of building a successful business. When relaunching your key asset, you must do it right—four things to consider during the process.
What will be the impact on staff and customers
Relaunches can be unnerving for staff as they signal that changes are coming and not everyone is comfortable with sudden changes. Openly communicating your rebranding plan can ease staff’s anxieties and excite them about your company’s future. The messaging should explain how the changes affect each person’s role and what benefits they can expect.
It’s important to ensure your rebranding resonates with customers, or they may turn their backs on you. You can reduce the risk by easing them into the rebrand. You can, for example, tease your new brand in your online platforms and mailings leading up to the launch. This will help customers feel like they are a part of the launch and create excitement.
Update your brand assets
A thorough relaunch will likely require an overhaul of your brand assets. You can use your logo, letterheads, business cards, and online platforms. Update all customer-facing and internal assets before launch to ensure a smooth transition.
Uneven branding can confuse your customer base and ruin a good first impression. You can get advice from your local printer on the production schedules and other requirements.
Communication of your ‘why
Every great brand has its own ‘why.’ It’s why they do what they do. Your “why?” Your ‘why? It’s important to let your audience know if your brand vision and mission have changed.
If you discover that your “why?” doesn’t change, assure your customers that they will remain the same. Assure your customers that you will not change your values. It can help your audience remain emotionally engaged as other aspects of the brand identity change. They’ll also appreciate your honesty.
Communication style: a guide to improving yours
You may want to adapt your communication style and tone of voice to ensure your audience can connect with your brand. Imagine the type of person you want to attract and what they would find appealing. After reading your content, think about your message and what you want your audience to feel.
To ensure consistency across your brand, implement the new tone of voice once it has been nailed down. Everyone should understand and use it, from your social media team to your front desk managers and customer service agents. Your brand’s voice must become recognizable.
