10 Essential Tips to Implementing Your Brand Successfully Rebranding

Whether launching a new brand or rebranding an existing one, brand implementation is one of the toughest exercises a company can go through. The challenge is that this is not a daily process, so most companies don’t have much experience with or knowledge about it. Here are VIM Group's pointers on what to look out for.

1. A badly managed brand implementation is like a bottomless money pit.

Before you start, an analysis of the visual, organizational, and financial impacts of the implementation is essential. Incorporate centralized tracking of all costs to ensure that there are no nasty surprises, for you or the stakeholders.

2. Project planning is crucial.

Given the scale of work, it is necessary to prioritize where and how efforts should be concentrated in order to ensure individual business units know exactly how to approach rebranding. Realistic targets, backed by practical and technical knowledge, need to be set in order to push the brand implementation through.

3. Extraordinary levels of detailed information are gathered in order to build an effective implementation plan.

This information is priceless – uploaded onto an online project management system it can help protect your investment and provide an ongoing point of reference for existing and future stakeholders.

4. The design stage is the least expensive but most glamorous aspect of a (re)branding process.

As a result it receives the most attention from senior management despite the fact that the real challenge, and cost, comes down to implementation. In our experience, the ratio between the expenditures for branding consultants and design compared to the cost for implementation could be 1:20, depending on the size and complexity of the organization. Momentum is easily lost when the sheer scale of work required becomes apparent; therefore, it is vital that senior management remain involved right up until the last sign is installed. Otherwise, the program will lose focus.

5. The integrity of the design must be protected by implementing a consistent and manageable image.

Impractical designs are harder and more expensive to implement, so the design stage must be guided by practical advice. Don’t forget to set up a thorough design briefing, which includes aesthetic, communicative, technical and legal requirements.

6. Translate the basic design to designs for different brand touchpoints like signage, vehicles, stationery, and clothing.

Make prototypes before the real implementation. What looks good on a piece of paper may not look the same on top of a 20-story building.

7. Global brands require global implementation management.

A lot of brand touchpoints will involve multiple regional suppliers, even if modular designs are manufactured centrally. Partnering with an international implementation agency will promote consistency and cost control.

8. Obtaining the buy-in of local managers to your branding program and reducing the possibility of local maverick activity diluting the brand is crucial.

Local teams must understand the reason behind the (re)branding and how a consistent image will benefit them directly. Acceptance of brand standards is not automatic. Most people see their department's or unit's circumstances as an exception – do not give them any excuses; instead give the support required to get the job done.

9. Emphasize internal communication about the project.

During the process, be sure to involve all concerned departments like Corporate Communications, Human Resources, Marketing, Facilities Management, Fleet Management, and Purchasing. Different managers are motivated by different things and need to be addressed in different ways. Treat the departments with respect as they are integral to delivering a successful implementation program. Don’t forget to communicate the project goals to the people who have to work daily with the brand after the implementation.

10. Don’t forget the external communications to relevant stakeholders like customers, media, and shareholders.

A brand implementation is an excellent opportunity to tell the brand story, including the brand positioning and the brand values.