Rebranding With Purpose
- By Ampersand
- Branding
WHAT TO EXPECT BEFORE, DURING, & AFTER A BRAND TRANSFORMATION
Overview:
- Before You Start: Define your brand and gain alignment from all decision-makers first. Conduct a full inventory of every brand touchpoint (swag, signage, digital assets) to set a realistic budget and avoid surprise costs.
- Strategy is a Priority: Do not move to design until you define your audience, voice, tone, and positioning to ensure the new brand will last and perform well.
- Development & Testing: When collaborating with your branding partner, ensure the new identity is explored and tested across multiple, real-world touchpoints (e.g., business cards, brochures, ads) before final approval.
- Launch & Evolve: Align on a clear launch and rollout plan (simultaneous vs. gradual) with clear communication, then immediately document the new brand guidelines. Remember that a successful brand requires continuous maintenance and evolution.
Rebranding is more than a new logo or color palette; it’s a strategic transformation that defines who you are, where you’ve been, and where you’re going! Whether you’re facing a culture shift, expanding your audience, or simply realizing your brand no longer reflects your values, the decision to rebrand, while intimidating, should be exciting.
At Ampersand, we’ve found by guiding many brands through this process that it’s important to know what happens (& what’s helpful) before, during, and after the rebrand journey.
BEFORE REBRANDING: DEFINE YOUR “WHY?” AND “WHO?”
Has your company grown or changed in ways your brand hasn’t caught up with? Maybe you’re under new ownership, reaching new audiences, or craving more consistency. No matter the reason, every strong brand refresh starts with a clear why and the right who. It’s important that before you hit the ground running, your internal team is aligned and informed. Nothing derails a rebrand faster than unveiling a stunning new look only to realize someone with veto power wasn’t part of the conversation. Here are some things to consider:
Brand Identity:
- Does your current brand still reflect who you are today?
- When people think of your brand, do they describe it the way you want them to?
- Are you proud to send people to your website or show them your materials?
- Does your brand story still feel authentic—or outdated?
Brand Perspectives
- Are you including those who have decision-making power in the process?
- Did you remember to acknowledge perspectives from across various departments?
- Who can determine important legacy elements to continue to bring forward?
BEFORE REBRANDING: SET REALISTIC BUDGET EXPECTATIONS
Although the why and the who always come first, the close second is inevitably the what. And most people are surprised by just how much “what” there really is. Your brand touches everything—digital platforms, print pieces, email signatures, signage, websites, and more—which makes upfront budgeting essential.
Set expectations early and give your brand the attention it deserves: it’s not just a logo! Before you finalize any creative decisions, take a full inventory of every touchpoint where your brand lives today and where it should live in the future. You’ll be surprised by how quickly that list grows when you factor in production and print costs. These things add up! Take inventory of:
- Print Collateral: Business cards, letterheads, presentation decks, & more
- Promotional Items: Pens, totes, tradeshow giveaways, or event kits
- Team Swag: Shirts, employee nametags, hats, & other accessories
- Packaging: Shipping materials, bags, labels, & product boxes
- Digital Assets: Social media graphics, profile images, email signatures, & templates
- Environmental Signage: Window decals, directional signage, or vehicle wraps
- Small Customer Touchpoints: Thank-you cards, invoices, stickers, or other small client-facing touchpoints
The “before” stage is arguably the most important. It’s your chance to energize and align your team around a shared vision and set expectations around both strategy and investment before you ever put pen to paper. When everyone understands the why, the who, the what, and the how much, your rollout becomes more successful.
Choose a partner who values the “before” and the process as much as the deliverables! That’s how you ensure your rebrand doesn’t just look good, but it works hard for you from day one.
DURING REBRANDING: BUILDING CREATIVITY & MOMENTUM
At this stage, your branding partner should feel like an extension of your team. Together, you’ll define your audience, voice, tone, and positioning to ensure your new brand not only looks (& sounds) great, but lasts. This is when the details come to life. Here are some things to expect and pay attention to as the process unfolds:
- Strategy Sessions: Strategy is everything. Make sure you, your team, and your branding partner are aligned on clearly-defined goals, differentiators, and voice before moving forward.
- Creative Exploration: Expect moodboards, color palettes, typography, photography direction, and voice samples (yes, your brand has a voice)!
- Creative Development: Your brand is starting to adopt a personality! Ideation begins, and we begin to discover what feels right.
- Concept Refinement: Collaboration happens to refine ideas into a couple of clearly defined brand directions.
- Presentation & Feedback: Your brand should be solidified. You should review several logo variations between the two main brand concepts to see what resonates.
By the end of this phase, you’ll have a cohesive brand system, or your “brand family”, ready to roll out across every channel.
AFTER REBRANDING: BRING YOUR BRAND TO LIFE
You’ve chosen your new logo, you’re excited with the energy behind your new voice, and you’re aligned on the budget moving forward. You’re ready to unveil your new brand to the world… but are you? Launching your new brand is one of the most exciting moments in the process, but in all that excitement, it’s easy to overlook important details. Make sure you:
- Launch: Are you pulling the curtain back all at once, or would you rather drip new parts of your rebrand gradually? There’s no right or wrong answer, but ensure you and your team are aligned and ready for whatever decision you choose.
- Rollout: How will you be notifying your clients, partners, and community of this change? With a new image and potentially a new voice, clear communication ensures your audience understands why you rebranded and feels excited to grow with you.
- Celebration: It’s time to celebrate! Rebranding is hard work; consider a party, an internal event, or giveaways to carry that energy forward into a new story.
- Evolution: The confetti has settled, and it’s…back to work? You heard right! A brand isn’t a one-time project. It’s a living, breathing system that evolves with your business. Maintain standards, document your new guidelines, and plan for periodic reviews.
If you’re ready to start your rebranding journey or want expert guidance to make your next launch seamless and strategic, contact us today. Let’s bring your new brand to life together.
