Part I: Planning for a Successful Brand Activation Project (I)

Earlier, I introduced you to Part I of our “How to Activate and Manage Your Brand” series.

Document the Details

Converting your brand due to M&A activity or consistency issues doesn’t have to be hard if you’re prepared upfront for it. Planning for a successful brand activation takes a lot of work, but if you follow these four steps, you’ll be surprised how painless it can be.

Step 1: Document the details of every physical branded asset

Before you start changing out the acquired company’s signage, vehicles, marketing materials, etc., with your own, it’s crucial to know the details of what exactly needs to be converted. Where is each physical asset located? What brand messaging is on each asset? What pertinent details should you know about each physical asset? (material, color, size, environment, year/make/model, etc.) Organize and store this information in a database accessible to every member of the brand conversion team.

Recently, we worked with a client that chose to skip this step before they started converting all the acquired locations and vehicles. They believed the current database of their acquired assets was up-to-date and detailed enough to get the conversion done.

Vehicles started popping up with graphics that were unaccounted for, custom-made signs and vehicles were uncovered that would’ve required costly replacements, and measurements of signs and graphics were not documented correctly which could have led to over-producing materials.

Lucky for them, we put a hold on their conversion to complete our Assessment of every physical asset. By uncovering these failure points, we were able to finish the conversion on time and on budget.

Assessing and documenting all the physical branded assets needing to be converted is one of the most important steps in planning for your brand activation. By knowing what all needs to be changed out before you start the conversion, you can eliminate wasted time and unforeseen costs.

Want to learn more? Check back later for step 2 – prioritizing the visibility of your branded assets.

Author: Caylin Asehan
Created: 9/19/2017
Category: Brand Activation

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