4) Be organized so nothing gets overlooked. Introducing a new brand means that every single piece of marketing collateral needs to be updated before the launch. For small companies, this may simply mean building a new website and creating new business cards. But for large organizations, there may be a lot of branded material to update. To make sure nothing gets overlooked, compile a master list of all branded materials—brochures, letterhead, water bottles, tablecloths, banners, posters, etc.—and determine who is in charge of what. Then work through the list until it’s complete. It may seem tedious, but it’s the most effective way to make sure nothing gets left behind. This is also a good opportunity to assess what materials you want to move forward with into the future, and which ones no longer make sense for your organization.
When it’s time to publicly launch the new brand and name, it should already feel natural.
Staff will be excited to champion it within their networks, and all marketing and communications pieces will be ready to go. The transition for the public will hopefully be welcome, as if the new name and brand was always meant to be.