You’ve decided to refresh your brand. You crafted your story, updated your logo, and are building a new website that beautifully and authentically communicates the best of who you are, what you offer, and how you help your clients. Now what?
A new brand is something to celebrate! Too often, people overlook the practical (and emotional) steps to unveil their new brand. People who care about you and your business will want to know what’s happening, and why. Here’s how to introduce your brand, the right way.
Start with Employees, First
The best approach to any brand launch is for it to be an integral component of a larger narrative. Call a company meeting to give employees a “heads up” first. Share your enthusiasm and vision for the new brand. Reinforce your core values, what the company stands for and your vision for the brand, the team, the company’s future.
Outline, too, your communication plans and timing. Let employees know that you’ll confirm when they can start sharing the good news.
Key Customer and Partner Outreach
If you are a business-to-business company, reach out to key customers and partners next. About two weeks before your launch, start making personal calls to your handful of key stakeholders. These are your closest contacts, who deserve the personal touch; the people who may become ambassadors as you launch the brand.
Be consistent with your “brand story” as you announce the upcoming changes. Use the call to reinforce your full scope of services. Share your excitement about the name, new vision, new website – and what’s next together.
Get Your Ducks in a Row
As Launch Day approaches, prepare what you can in advance. Print your business cards, letterhead and signs now. Share the final brand tools and the updated email signature lines with employees – so everyone is ready to support the launch on Day One.
For social media, prepare updated header images and profile images. Have social posts ready across your social platforms. And designate employees and key clients to like, comment on and share your news.
Unveil Your New Brand to the World
Introducing a new brand to the world is a thrilling thing to do. It’s not every day you get to showcase something so rich with meaning, strategy and creative inspiration.
Once your new website is live, give your employees the “go” sign to share and support the change. Send your “Announcement Email” to all customers and partners. Issue your press release, so the local community is aware of your change. You could even create a video, like this one from Staples, to introduce your news.
A well-executed brand launch is just the beginning. You don’t have to do everything now. Over time, you’ll update contract language, invoice templates, business listing information, etc. With consistency and time, you’ll “own” the brand as if it was always a part of you and your company. Enjoy!
Is it time for your brand refresh? Let us know! We LOVE creating and updating company brands!
