How to Roll Out a Smooth Conversion for Customers and Employees

It’s your worst rebranding nightmare: The outdoor signs don’t match the indoor signs leading to the corporate offices. Employees are handing out mismatched business cards. ATMs are sporting a mix of old and new logos.

When done poorly, the transition from one company name and logo to the new company name and logo confuses customers and lowers the morale of employees. When done properly, it’s a cause for celebration and a bonding experience for everyone involved.

There are many reasons a brand rollout doesn’t go smoothly:

  • Executive leadership team doesn’t champion it
  • Lack of buy-in from all divisions prior to and during the brand rollout.
  • The internal project manager is inexperienced.
  • The scope of the project is underestimated, in terms of deadlines, budget, staff, and other resources needed.
  • The company doesn’t have a detailed list of branded assets, causing some signs, uniforms, or other touchpoints to be missed.

The end results of a bumpy brand change can be bad for business:

  • Cost: A slow or poorly managed brand rollout impacts the organization’s bottom line; if multiple people are ordering signs piecemeal, it is far more expensive than ordering them in bulk.
  • Reputation Management: Consumers pay attention to how companies operate to ensure they receive the highest quality products and services, and branded assets tell a story. Mismatched or outdated logos on  are red flags that the entire company may be poorly run.
  • Staffing: A badly executed brand rollout hurts employee satisfaction. Staff members want to be proud of where they work, and a poor brand rollout leads to disorganization and miscommunication.

So how do you execute a brand rollout successfully?

  • Focus on communications. From executive leadership down to front-line employees, everyone must be kept in the loop and champion the brand rollout.
  • Have someone more experienced in charge. Rebranding doesn’t happen every year, so chances are, few of your staff members are likely to have the right experience to pull such a big undertaking off. Outsourcing to a rebranding specialist like Implementix can keep things running smoothly.
  • Balance employees’ brand rollout duties with their day-to-day workload. Bring in outside help to complete the project when needed.
  • Set realistic timelines and budgets. If you are dealing with tight regulatory deadlines, you may need to increase your budget or allocate more resources and pad timelines.
  • Use technology to monitor the brand rollout process. Missing one deadline can snowball into an avalanche of missed deadlines. Stay on top of milestones, KPIs, who is accountable, and what the backup plan is if they are missed.

5 Tips for Overcoming Resistance to Brand Change

Even if you follow the process we’ve outlined above, there’s bound to be a few people within your organization who will drag their feet on making the switch to the new branded assets.

Here are five ways ways you can make the transition easier on your team:

  • Set expectations: Make it clear that resistance to change is part of the brand change process and must be proactively dealt with to avoid escalation.
  • Early identification: Gather information and identify resisters early in the process.
  • Involvement and Buy-in: Involve stakeholders in the planning process, especially resisters.
  • Stay open-minded: Ask questions and listen carefully to resisters. They might be alerting you to real problems rather than simply being resistant to change.
  • Negotiate: Be open to offering tradeoffs rather than steamrolling over resisters struggling with the change. You’ll be lowering stress levels and creating goodwill.

If you’re still feeling overwhelmed after reading through our rollout advice, contact us to find out about how Implementix can help make your brand conversion as pain-free—and cost-effective—as possible.

Learn more

Share on Facebook Share on Twitter

6 Reasons to Outsource Rebranding Implementation

Deciding whether or not to outsource your large rebranding project can be tough. We know there are many considerations in the mix that you need to evaluate. While we can’t make the decision for your, we can share the 6 more important reasons our clients have decided to outsource their physical assert rebranding to Implementix.

Implementix Team Dec 8 2018

To Outsource or Not Outsource?

Mergers, acquisitions, and competitive issues trigger rebranding every day. Whether it’s a new name, new logo, or other visual elements, it’s still a brand change.

Implementix Team Dec 8 2018

How to Automate Local Marketing for Brand Consistency

Keeping brand messages consistent in a true omnichannel method utilizing both in the online and physical world is a constant challenge many companies face. Marketing done at the local level by retailers or franchisees often relies on social media, digital, PPC, email, and display, because these lower-cost local marketing tactics are measurable, effective, and easy to change. Thankfully, updating local marketing in the digital world is fast and easy compared to the physical world.

Implementix Team Dec 8 2018

Branch Rebranding: One Size Does Not Fit All

Rebranding your bank or credit union branches is complicated. Take it from us. If you overlook fundamentals like logistics and data accuracy, you’re opening yourself up to blown budgets and missed deadlines.

Implementix Team Dec 8 2018

MedStar Health Case Study

Uncovering failure points allowed us to keep the rebranding launch on time and on budget. Through this initiative, Implementix has built an ongoing partnership with MedStar that continues today.

Bob Zeberlein Nov 30 2018