Take the guesswork out of developing a plan for your physical touchpoints during a rebrand.
Crucial Mistakes During Re-branding and How to Combat Them
If you’ve ever gone through a rebrand, you know firsthand how difficult
the physical conversion can be. With locations spread across the country and
thousands of different signs, vehicles, and marketing materials needing to
change, there are bound to be a few rebranding slipups that occur.
After years of planning, managing and executing physical rebrands for
our clients, we’ve made note of the five crucial mistakes we typically see and
how we would combat them:
- Old and new branding is still present. One mistake we see time and again is
companies that have both the old and new branding out in the public eye. We
recommend you create a database of every physical asset that has your brand on
it to ensure each one is changed out.
- Blown budgets. The cost of new signage and branded materials
aren’t the only things to budget for! Make sure you take the removal of old
signage, installation of new, and soft costs into consideration when crafting
- Missed deadlines. Many times, people forget to plan for the
unexpected – like bad weather, additional manufacturing, change orders, and the
like. When planning for the rebrand, start with the end in mind and set
realistic deadlines for each phase of the rebrand.
- No ongoing brand management. Losing track of what brand messaging is used
at each location can cause for confusion with your clients. After the rebrand
is complete, continue on with your brand management by keeping track of what
messaging campaign is used at each location, when each campaign was deployed,
and when each campaign should end.
- Executing with a lack of experience. One of the biggest mistakes you could make
during a rebrand, especially one that includes hundreds of locations and
physical branded assets, is trying to execute it on your own without having any
prior experience. We recommend you outsource the physical rebrand to a brand
implementation partner, like Implementix, to ensure your project is completed
on time, on budget, with no noise.
Author: Caylin Asehan
Category: Brand Conversion