In the last post, I discussed how you can take up some simple rebranding activities instead of overhauling your brand.
And if through working on those small steps, you suddenly decide you want to do a full rebranding exercise, go ahead.
Whatever it is you decide, what I’d like to emphasise is to check everything before launching your rebranding exercise – whether it’s a mini revamp or a major one.
Read this first: Are you ready for a rebrand?
There’s no point taking all that effort only to launch without checking all aspects and starting from square one again.
To keep things simple, I have a 10-point checklist that you can use below:
1. Define brand goals
Are you revamping your brand because your goals have changed? If yes, what are these goals? For example, what are your measurements of success for your brand in the next 6 to 12 months? Are there any obstacles that your brand and business have to overcome to achieve this? Identify these. Write out your vision and mission statements clearly.
2. Establish voice / persona
What feelings do you want your brand to evoke in your customers? Are you a fun brand or are you catering to a more affluent segment of the market? What is the tone of your messages that you write out on your marketing messages? Who is your ideal target audience? These need to be elaborated on before you relaunch your brand.
3. Have a style guide / mood board
In a previous post, I talked about the importance of having a style guide and how I have a simple one for Poised Creative too. Some items you can include in this include a colour palette, logo guidelines, font types, patterns, shapes and icons that you will use across the different platforms you want to build your presence on.
4. Ensure visual consistency
Once you have your style guide, check for consistency amongst the assets that you have designed. Are the colours in the right tone? Do you have fonts that are not matching the style guide? What’s the same, what’s the difference, what stays and what goes – identify all these before launching.
5. Check your digital assets
Alright, now that you have all of the above checked, ensure that your new branding guidelines are fit across your different platforms. Starting with your digital assets as these are the first that usually go out. Check your website and if the colours and logo appear correctly. What about your email signature? Does it change? Do you have online administrative assets like invoices and letterheads that need to be aligned to the new branding?
6. Check your marketing material
Marketing these days is mostly digital, so you need to check your assets in line with that. Prepare new banners for your Facebook or LinkedIn pages. Ensure all the profile pictures for social media covers are in the right size. Change the footers for your email newsletters that go out if necessary.
7. Check materials you need to print
Although these days the only thing that reaches the printers are name cards, that doesn’t mean we don’t check the integrity of our other assets that could be printed too. Like mentioned earlier, check your administrative and financial documents, even though they are digitised, in case you need to print them. Don’t forget your receipts and contracts too.
8. Check environment
If you have an offline business, then look around and check if you need to update your signages, vans, cartons, carrier bags, etc. If you’re not a brick-and-mortar store and just run something online, check for any after-sales service that possibly needs to go out to your customer. Your footers on your PDFs, for example, or just general stationery that needs to be changed.
9. Check feedback
Before you go big and launch your rebranding exercise, go through feedback from past clients or any of your partners or vendors about your brand. If you don’t have feedback about your past designs, do a soft launch of your new branding within your team or close inner circle. Gather feedback and make necessary tweaks before you launch it bigtime.
10. Prepare announcements and launch
Now that you’re all checked – are you ready for launch? If yes, check for your announcement assets one more time. Prepare a launch schedule so you know what goes out when and where. Get creative assets such as social media posts or stories ready to announce your launch whenever you plan for it (teasers are great, too!).
If you need help with relaunching your branding, contact Poised Creative for a quick chat on how my team and I can help.