Okay, picture this. You have worked with a brand designer on your fresh brand strategy and visual identity. Hopefully you have worked with me… but it’s ok, if not, I’m still helping with this bit. 😉 You have a business aligned brand, just waiting to roll out there in the world. You’re ready to launch your brand identity. So… now what? Where and how do you start implementing this?
Well, here are 6 brilliant tips to help you and your team launch your brand identity with confidence.
Planning a brand launch is unique for every business. Some businesses have large internal teams to help, with different responsibilities. Some may be a one person show, who take longer to implement the changes but perhaps with less touch points. Others are in the middle.
No matter the size of your support team, having a plan and knowing ‘what is what’ will help confidently get your new brand identity off the ground. As a solo team, a way I implemented OAM Design Co.’s brand identity change was mapping out piece by piece what I needed to achieve. The essentials first. Estimating a time frame for each element and actioning it. From ‘concept’, what was ‘in progress’, ‘up next’, through to my favourite, the ‘complete’ tasks.
I used ClickUp to keep me organised and on top of things. It is game changing daily project management software you can use on your desktop or iPhone. I have no affiliation with them by the way, I’m just a big fan, and think you could be too.
Within each task in ClickUp, I would note if I was interacting with any external consultants. For example, for my gorgeous brand photography by Stories by Chloe, or Made by Rove who supported with my website design.
I will happily run strategic workshops, design brand identities, design marketing collateral, stationery, digital assets, creatively direct photoshoots… but website design is something I am still evolving and honing. And good photography requires a keen, dedicated eye. I teamed up with experts to support me, so I could focus on what I do best.
And man oh man, I am so chuffed I did. Not only did Hayley and Chloe contribute a huge part to bringing my brand’s rejuvenation to life, I made wonderful industry friends too. They were also awesome in championing my business and brand when it came to launch time.
When you have your brand identity in hand, it can feel a little daunting to know where to start with the roll out. You need to be sure of each touch point that needs to be changed.
Think about the platforms and internal systems you have. Right down to the small details such as email signatures on your iPhone, domain URLs and profile bios on social media. How do you plan for your brand to ‘physically show up’? Packaging, stationery, digital templates. How about your Google my Business profile? Government accounts (like HMRC and Companies House in the United Kingdom), or employee and supplier contracts?
Understanding exactly what you need to update, and where, will make you and your team’s life so much easier. To simplify even more, I’ve created a trusty brand launch checklist for you to use, or inspire your own. This is a tool I give to my clients as part of their sign-off package, and now it can be yours too! Download yours here.
A brand identity designer will work with you to create flexible brand marks that add different dimensions to your visual brand experience. This develops your brand story and your customer’s experience.
Think about the brand identity you have created. How will your primary and secondary logos be applied in different scenarios? For example, your website may have a 1:2 ratio logo in the header (a logo which is twice as wide as it is high), but your Instagram profile will need a motif, monogram or circular format that hints at who you are in a less formal way. You may even use a photograph for it.
Consider the touch points your brand identity will appear across, and how it can have different approaches with a little surprise, giving people a unique, but consistent experience. How are you telling a branded story?
In our modern world, the experience and feel of your brand is so crucial. The execution of your brand identity can mean the difference between a successful venture or one that is weak and misses its goals. Imagine yourself as your target audience seeing your brand. This could be the first time or after multiple experiences. How does it make you feel? What does it make you do, say or think?
Before rolling out a brand, and committing to a fresh strategy: test it. View this stage as a process of experimentation. Your aim is to try out new tactics and ideas before putting them into place. A great way of collecting this type of feedback is through a survey (either an interview or over email) which helps determine brand effectiveness. They give the opportunity for people to speak from the heart, giving an honest opinion of how they view your existing brand identity, your proposed new brand identity and what changes they would most like to see.
A brand effectiveness survey is a chance to test and get super valuable feedback before you implement a solution. Take the time to listen and reflect on what people have to say, and you will have an added layer of not only belief, but data backed conviction, when you get things off the ground.
The reality is that launching a new brand takes commitment and most of all – time. Although you will plan as best as possible, there will always be attributes of your new brand that need a little more tender love and care, or others that change with the whims of your business needs. You can’t always predict every curve ball that comes your way.
Steer the course, take breaks, pivot and re-evaluate if necessary. Communicate well with your team and stakeholders involved in the process. Remain flexible. This is a labour of love, and one with many minds involved. Just like planting a seed, it is an incredible time of transformation, from a kernel of an idea, through to a tangible system of brand touch points. Breathe. Prioritise. Enjoy the process of change.
I hope you have found my six tips for launching a fresh brand identity helpful. If you have questions I’ve not answered, I would absolutely love to hear them. You can check out my Services page, which is full of a tonne of helpful information. Alternatively, send me a message any time and I’d love to chat. Happy planning!