To reassure key clients concerned about your rebrand's impact and maintain brand perception, initiate open communication to address their worries directly. Clearly explain the rationale behind the rebrand, emphasizing how it aligns with your commitment to quality and service. Highlight the continuity of core values and how the rebrand enhances your ability to meet their needs. Provide examples of how the rebrand will positively impact their experience, such as improved services or new offerings. Regular updates throughout the rebranding process can help build trust and demonstrate your commitment to maintaining strong relationships.

1.Schedule a meeting or send a detailed email explaining the reasons behind the rebrand. Use simple, clear language to outline the benefits. 2. Reassure them that core values and quality will remain unchanged. Use case studies or testimonials to reinforce this. 3. Solicit their feedback on the rebrand. Use tools like SurveyMonkey to gather insights. This not only makes them feel valued but can also provide useful input. 4. Emphasize how the rebrand enhances value—think improved services or new features. Present this with engaging visuals or infographics. 5. Provide Regular Updates: Keep them in the loop with updates through newsletters or personal check-ins. Consistent communication builds trust.

Making sure you as the designer are clear about the WHY behind the rebrand should be first and foremost. Tell the clients you are aware of their concerns and explain to them how the brand's identity plays a big role in their relationship with the brand and its market position. Point out where the brand's current identity is ineffective and demonstrate with proof and research how the new rebrand will enhance the brand's relevance, strengthen its appeal, and address current market needs. The clients want to be reassured that their investments are in the right place, and you as the designer want to assure them a brand identity with a lasting impact!

First, we have to define "rebrand." In most people's minds, a rebrand is generally an identity change. If it is an identity rebrand, then the foundation of the brand– its core values, attributes, and positioning should remain intact. The identity rebrand and new creative executions should maintain alignment with the brand's core strategic positioning. Clients can be assured that their brand experience will remain consistent. If it's a strategic rebrand, this can be considerably more disruptive. In this case, direct conversations with every client (not just key clients) should happen BEFORE any kind of consumer-facing launch happens. It's important they understand the impetus for the change and be assured their experience will not change.

Here’s what I’ve learned from working through 4 rebrands in my experience. 1. Include key clients/stakeholders from pre-planning, to gather opinions, constraints, and blockers. 2. Reiterate and consistently demonstrate mutual goals, don’t just tell - show how the rebrand is mutually beneficial to you and the key clients/stakeholders 3. Create a toolkit for rebrand implementation and get key client buy-in on governance guidelines as you begin to implement new brand architecture. You can’t control every outcome but an aligned toolkit/governance makes everyone feel accountable and responsible for the success of your rebrand. 4. Design your relaunch as a phase not one big jump, people get nervous about an overnight overhaul!