Take the guesswork out of developing a plan for your physical touchpoints during a rebrand.
But to be truly successful in managing your conversion, you need to have a solid communication plan for everyone involved in the process.
Step 3: Create communication plan
I’m not just talking about a communication plan between you and the members of the brand activation team. I’m talking about having a solid communication plan for your team, your customers, and your vendors! Poor communication can lead to customer uncertainty, overdue deadlines, and blown budgets.
When creating your communication plan, your number one priority should be keeping your customers (old and new) in the loop. During merger or acquisition activity, your customers can develop fear of the unknown, fear of change, and fear of feeling undervalued. The best way to reduce customer attrition is by creating a two-way dialogue with them – have your messaging be personalized, relevant, and frequent enough that they feel like they know what’s going on every step of the way.
Use the same approach when dealing with your team. Usually, a brand activation team consists of people from multiple departments – marketing, branding, facilities, fleet – the list can go on! We recommend having your entire team meet on a daily, weekly, or bi-weekly basis to keep each other up-to-date on what’s going on with the project. Are there any schedule changes that need to be made? Are all asset owners on the same page as the implementation team? Be sure all lines of communication are open for dialogue.
Having a clear communication plan with your supply chain is crucial as well. Surprises always pop up in the field that, at times, require immediate attention. While it may not be feasible for you to always be on site to handle those problems, having a solid communication plan will guarantee the problem is addressed as quickly and efficiently as possible.
Will you look at that? You did it! You now have the proper steps to manage your brand conversion project. It may seem a bit overwhelming, but hiring the appropriate vendors, developing an achievable timeline, and creating a communication plan with key members of your conversion team are your keys to successful project management.
If all of this sounds like too much work to do on top of your day-to-day responsibilities, Implementix can make managing your project easier. We have a user-friendly conversion dashboard accessible for anyone on your team that allows you to keep tabs on things like manufacturing, installation statuses, schedules, and budgets – anytime at any place. Want to learn more? Reach out to us here to learn how we can help you manage your next project!
The fun’s not done yet! Stay tuned for part three of this blog series where we’ll teach you how to ensure brand consistency after your conversion project is complete.
Author: Caylin Asehan
Category: Brand Activation