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Your Brand Conversion Game Plan & Checklist

Make no mistake. Customers will notice if your company has outdated branding.

Make no mistake. Customers will notice if your company has outdated branding. At the very least, they may become confused (especially if it’s during a merger), and at the worst, they’ll feel you’re not paying attention to important details and will have doubts about doing business with you.

That’s why we always recommend beginning your brand conversion with an assessment of all the places your logo and branding appears—so you don’t miss a single chance to make a good impression. (It’s also why we created a technology platform for collecting data and photos of every physical asset and creation of searchable database of those assets.)

To help you get started, we’ve put together a checklist of the physical—and even digital—brand assets our clients typically need to change.

Brand Conversion Checklist


Take a look below to get an idea of how many of these items your company will have to rebrand during a brand change.

Facility/Store/Branch Signage

Take this opportunity to increase your brand exposure. Don’t just automatically replace the existing signage—assess your competitors’ signage in the market.

  • Building Signs
  • Pylon Signs
  • Monument Signs
  • Doors (Hours of Operation)
  • Windows (Support Graphics)
  • Branded Interior Signs
  • Directional Signs (Customer Parking and Drive-thru Areas)
  • Digital Sign Displays
  • Customer Items

Be sure to communicate the benefits of the brand change to your customers while changing these items.

  • Customer Invoices and/or Statements
  • Customer Checks and Deposit Slips
  • Customer Credit and Debit Cards
  • Customer Loyalty Cards
  • Application Forms
  • Transaction Receipts
  • Branded Technologies

Your customers rely heavily on your branded technology sites, so coordinate with your IT team as soon as possible to allocate resources.

  • Company Websites and Landing Pages
  • Mobile Apps
  • Telephone Systems
  • Voicemail Messages
  • Email Signatures and Templates
  • Legal and Regulatory

Take this opportunity to standardize your regulatory communication notices and posting in coordination with your legal department.

  • Contracts
  • Regulatory Notices and Postings
  • Equipment

Often underutilized from a branding perspective, areas like drive-thru windows, ATMs, and kiosks are a great way to increase brand exposure.

  • ATMs
  • Mobile Banking Centers
  • Kiosks
  • Entryway Rugs/Carpets
  • Fleet Vehicles

Be sure to determine variables in makes and models that will affect deliverables and costs.

  • Count of trucks, vans, and other vehicles
  • Year –  specific years and age range
  • Vehicle Type
  • Mileage
  • Promotional/Sale Items

Look for economies of scale when ordering hard-copy printing and giveaway items.

  • Posters
  • Brochures and Sales Literature
  • Flyers
  • Giveaways (Pens, Mugs, Hats, Shirts, Coasters, Keychains, Bags)
  • Point-of-Sale Items
  • Displays
  • Branded Display Holders and Racks
  • Community Awards
  • Advertising Items

Consider channels you’re currently using and test out ones you haven’t to help generate new business.

  • Print Advertising
  • Internet Advertising
  • Social Media
  • Broadcast Advertising
  • Outdoor Advertising
  • Online Directories
  • Trade Show Items
  • Employee Items

It’s important to consider your internal stakeholders during brand changes. Staff aligned around a clear customer-facing message will make the publish transition go more smoothly.

  • Clothing/Uniforms
  • Name Tags
  • Security Badges
  • Employee Manuals and Handbooks
  • Human Resources Materials
  • Office Supplies

The perfect finishing touch for presenting a professional, trustworthy brand image.

  • Business Cards
  • Letterhead
  • Announcements
  • Envelopes
  • Mailing Labels
  • Thank You Cards
  • Folders
  • Notepads

Next: Store Information in a Comprehensive Database

Congratulations! Now that you have a list of assets, it’s time to organize them to keep track of the details you’ll need when getting quotes and updating in the future. The more information you track in your database, the easier the rebranding process will be.

Here’s an example of the kinds of data you can store in your database:

  • Location
  • Asset Name
  • Dimensions
  • Final Photo
  • Date Last Updates
  • Contact Info at Location
  • Vendor

Worried you don’t have the internal resources to take on research down to the asset level? Implementix can help you identify and document every physical asset in a database we create specifically for your company. Contact us at info@implement-ix.com to learn more.

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