How to do audience-first rebranding

Branding 7 April

Rolling out a rebrand can be a nerve-wracking time. The antispations around the changes and your audience's response are completely normal. Whilst a rebrand can have the reputation of being tumultuous and a bit of a gamble. When it comes to your customer’s loyalty and brand reputation, a strategic and empathetic approach will make your rebrand launch go without a hitch.

Especially if your have followed our branding guidelines…

One of the first things to recognise is that it is not just your logo or colours that are changing. Your brand’s identity is evolving, and you will need to maintain the trust and connection you have with your customers during this transition.
 

Lay the groundwork

Before rolling out any changes, thoroughly analyse your current audience. What is their perception of your brand? How do you address their pain points? Reach out to your audiences using social media, cervays and market research to really get to know who you are talking to.

Put yourself into your customers shoes; try to understand what your audience expects from your brand and what they would want to know. Clearly articulate ‘why’. Why are you rebranding? What are the benefits? 

Reflect on the changes in your business direction, modernised image, address any negative perceptions or better communicate your brand values. 

It is important that when you are laying the foundation that your plan aligns with the overall business strategy and goals. This change shouldn’t be superficial but a reflection of your company’s evolution.
 

Strategic planning

  1. Develop a phased rollout plan
    Don’t change everything overnight!

    Take a gradual approach that allows your audience to adapt. Do a gradual rollout across different touchpoints.

  2. Tell your story
    Craft a clear and compelling narrative behind the rebrand. Explain the reason why and the benefits; focus on the positives and how your changes better reflect your brand mission values. 

  3. Prioritise communication
    The best way to communicate with your audience is early and often. Be upfront and clear about the upcoming changes. A couple of teasers can go a long way to build buzz around the rebrand and increase band awareness.

    Make sure you reach your audience on every touchpoint (Email, social media, marketing material, etc.

  4. Involve your audience
    Consider using your audience as an extension of your branding. Ask them to be invoiced for certain aspects of your rebrand. Get feedback on your design concepts or practical elements. 

    I would prepare for diverse opinions. However, it can be a great way to build a community and a sense of trust in your customer relationships.
     

The big rollout

  1. Get internally aligned
    Ensure your entire team understands the rebrand, it’s message and how it will affect their role. Your team is your first brand ambassador after all.

  2. Update your core assets
    Start by updating your most visible assets: website, logo and key social media platforms

  3. Gradually update other touchpoints
    Slowly over a week or so start updating your other marketing materials like signatures, headed documents, other branded elements, etc.

  4. Create content
    Develop content that introduces the new brand identity and explains its significations. This blog, videos, social media posts, FAQs, etc

  5. Provide clear visual clues
    Ensure the new visuals are consistent across all platforms to build recognition.

  6. Train your customer facing team
    Equip your sales and customer service teams with knowledge and talking points to address any customer concerns.

  7. Monitor and engage
    Actively monitor social media, inbox and other platforms. Get feedback and address any concerns.
     

Post launch engagement 

The launch is just the beginning! Now, more than ever, your audience will be eager to hear from you. Set time aside to actively monitor conversations across all your channels: social media and emails. Support interactions to understand how your new brand is resonating. 

Your customers feedback is invaluable in helping you refine and strengthen your visuals and branding. Affirm that you are there to listen, engage, and ensure this evolution enhances your experience with them. This isn't just your new look; it's a shared step forward, and your customer perspective will guide you as you continue to grow together.