How To Launch A New Brand
KEVIN J. WALKER
Veteran brand strategist unlocking the full potential and value of your brand assets. +1 818-730-4638
For years now, I’ve been asked a familiar question. Once a company has created a new brand identity, is it better to roll out applications gradually, as budget allows, or should management bite the bullet and implement the new identity across all customer touch points simultaneously? The answer is: Do everything at once. That’s always the answer. That’s always going to be the answer. The only way you roll things out gradually is if you’re forced by circumstances to go slow. Those circumstances are usually budgetary in nature. I can understand the inclination to move incrementally. Some identity applications are easy, like stationery ensembles (if anybody uses them anymore). Putting a logo on a tote bag is always fun. And it’s easy enough to put the new logo in the top left corner of your website. But some applications are very difficult (expensive) to change. Signage at the top of a skyscraper, for instance, or the livery on fleets of vehicles. And yet the benefits of the all-at-once approach far outweigh any expense involved. And there are dangers in the gradual approach that can negate your investment in the new look, and even leave you worse off than before. Read more.
Senior Director of Business Development, Strategic Alliances @ Templafy Global
4 年Interesting topic, and you know, it's fairly easy to replace signs on buildings (paying for it is a different topic) but you know it's there and what you need to do to change it. One of the toughest tasks when it comes to rebrands is an internal rebrand. In a company with thousands of employees, how do you make sure that everyone has an updated email signature? Or even more difficult, how do you make sure that from day 1 - every single business documents, contract, proposal, and presentation is on brand and compliant? A guideline certainly won't do the job, neither will Sharepoint. That's one of the most interesting topics to work with for me here at Templafy and see how big of a difference it makes when you can actually control these types of tasks after having invested millions in a new brand.