Brand Conversion: To Outsource or Not to Outsource?

Whether you’re going through a merger, acquisition, or brand refresh, the physical brand conversion is often the most time consuming and costly step, especially if no one in your organization has the previous experience of managing one.

The process of identifying and converting every sign, vehicle, promotional item, and every other physical asset takes up valuable internal resources.

I was recently reminded of how large of a task this was for businesses after reading a NorthBay Business Journal article titled, When a 104-year-old company seeks to rebrand. Throughout the research and design stages of their rebrand, this company relied on the help from their brand strategy and design agency. When they got to the implementation and rollout phase, authors Chris Paris and Piper Turner explained:

“Next came perhaps the largest body of work: applying the new brand across our suite of materials from stationary to the firm website to signage. The phase came with logistical challenges as we retired old materials and replaced them with new. Even the seemingly simple task of ordering business cards was a full-time coordination job with more than 2,600 people across 20-plus locations.”

This got me thinking, if businesses outsource the research and brand development to a brand strategy and design agency, why would they not outsource the implementation to a brand implementation company? Turns out, many people don’t even know brand implementation companies exist! So how do you know if you should outsource this piece of the branding puzzle? Here’s a few cautionary details that may help you answer that question:

  • Your team lacks complex brand implementation experience
  • Your team is already hitting 100% utilization for their day-to-day responsibilities
  • Your conversion deadlines are fast approaching
  • You don’t currently have brand implementation processes or a brand management system
  • You don’t have a comprehensive, up-to-date database of every physical branded asset
  • You lack a network of suppliers that best-fit your needs

There’s a lot that goes into managing and executing a physical brand conversion project and your internal team already has a lot on their plate – from focusing their efforts on employee and customer retention to completing their regular day-to-day tasks. Why add the extra stress of managing this large task if you don’t have to? Outsourcing the brand implementation to experts is no different that outsourcing other operations to specialists, like digital marketing agencies or design firms.

If you’re faced with the challenge of a physical brand conversion and need the extra help, don’t be afraid to ask for it! Lower your employee stress and contact Implementix to learn how we can manage this process for you.

Author: Caylin Asehan
Created: 2/8/2018
Category: Brand Conversion

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