6 tips for a smooth brand roll out
Are you going through a brand refresh and wondering how to implement across your network? We’ve collected our top six tips from our years of assisting national multi-outlet businesses with new brand roll-outs.
Brand guidelines
A clear set of brand guidelines helps everyone understand the new direction for your brand, and the hard work that has gone into the refresh. Key areas to cover are logo do’s and don’ts, brand colours, fonts (including system fonts), layout guidance, image guidance and tone of voice. It’s also sometimes handy to have a quick-view one-pager for reference.
Assign internal brand ambassadors
Talk to people early on in the process and get their thoughts and feedback. Explain the purpose behind the new brand and guidelines. Internal brand ambassadors can help answer questions from your network and promote the new vision.
Template popular products
Taking stock of your most-used assets and creating templates that can be personalised quickly can help reduce time to market. Whether it’s social media assets, business cards or localised special offer posters, having templates preset means personalised assets can be updated quickly and stay on brand. This in turn reduces admin and design time for frequently used assets
Create a central brand portal
Making it easy for your network to access on-brand materials quickly and easily removes barriers to implementing a new brand and prevents reliance on old artwork. Consider a central online marketing or web-to print portal for template control, budget control and easy user access.
Brief your suppliers, as well as your network
If you have a large supplier network that uses your brand, spending a bit of time introducing the new brand will ensure suppliers help you get the most impact out of your brand refresh, and iron out any questions or queries before ‘go-live’.
Find suppliers that supports your launch approach
Whether you choose a big bang launch or phase it over a few years, having a supplier that is used to working this way will help streamline your roll out plan. Key things to consider include how outlets will transition, whether different outlets should have access to new literature from the beginning (or in stages), and how this will be managed. A dedicated account manager and online portal can help manage this process seamlessly.
Are you going through a rebrand?
Speak to the experts in brand control for help and advice on how to implement on a large scale.
