Encyclopedia Rebrandia: The future
Staying the course of a rebrand
Many brands make the mistake of resting on their laurels post-launch. However, maintaining the new visual identity can present huge opportunities, too. We’ve created an Encyclopedia Rebrandia — a repository of all things rebranding, a start-to-finish road map for the journey complete with insights from design agencies and newly rebranded brands.
For a recent rebranding, having a post-launch plan is imperative to capitalize on the momentum that the launch has produced. This involves being realistic about the adjustment period and putting in place systems to stay true to the new visual identity.
V.a – 12 months of rebranding
The excitement and buzz generated in the launch phase of a rebranding can make it seem like the work is all completed, but in reality, it's just the beginning of a critical journey to establish and reinforce the new brand identity.
In the immediate aftermath of the launch, companies often face a period of adjustment as both internal teams and customers adapt to the new brand. Internally, there may be challenges in consistently applying the new brand guidelines across all materials and communications. Frontify's brand management platform can be invaluable during this phase, providing easy access to updated assets and guidelines to ensure consistency across the organization.
Externally, companies might encounter mixed reactions from customers, ranging from enthusiasm to confusion or even backlash. Monitoring and responding to these reactions promptly and appropriately is crucial for maintaining positive brand perception. This is also a great time to gather feedback from both employees and customers, using tools like surveys or focus groups to understand how the rebrand is being perceived and where adjustments might be needed, setting the stage for continued growth and evolution in the years to come.
See also: Delinea: Delivering an award-winning rebrand with Frontify
V.b – Staying true to a rebrand
While every brand launches a rebranding with the intention to maintain its new identity and design, this isn't always the case. Lack of consistency with the new visual language can lead to confusion and inconsistency, and often, the result is a muddying of the brand waters and a reversion to old techniques and visuals.
Regular training and brand reinforcement are vital in the lead-up to and the aftermath of a rebrand launch. Many brands implement a brand ambassador program, where enthusiastic and educated employees act as champions for the new brand within their departments.
Adversely, sticking too rigidly to a new brand can cause stakeholders to feel stifled and shackled. Building a visual identity that allows for flexibility within consistency is baked into a successful rebranding process, and allowing teams to experiment with the new design ensures that it can adapt to changing market conditions and consumer preferences.
Ultimately, though, the cornerstone of maintaining brand consistency lies in robust brand management software. Utilizing a DAM solution like Frontify can significantly enhance a brand's ability to stay consistent post-rebrand. The brand-building platform serves as a centralized hub for all brand assets, guidelines, and resources, ensuring that everyone in the organization has access to the most up-to-date brand information. Features like version control help manage the brand's evolution while maintaining a clear record of changes. By providing a single source of truth for all brand-related matters, a brand-building platform plays a crucial role in maintaining brand integrity and consistency across all touchpoints.
See also: Klarna: Beyond bold (re)branding