March 25, 2014

Rebranding company secrets for avoiding business interruptions during a brand conversion

My rebranding company staff and I always hear the same question during our first meeting with a corporation marketing and branding team: How will the brand conversion impact our daily operations?

The truth is, without proper planning up front, the interruption to employees and customers can be substantial. Imagine having your customers kept out of your store because new signs are being installed during your busiest hours. Or your service technicians can’t show up for urgent customer appointments because their vans are getting new brand graphics installed during peak hours.

Our rebranding company believes that the effort put into planning up front saves a lot of time, money and frustration later on. So where should a rebranding company and corporate marketing and branding team start?


1. Scope of work.

To quote Benjamin Franklin: “By failing to prepare, you are preparing to fail.” For a rebranding company, it’s important to identify and consider the nature of each location before the project begins. We perform a detailed Assessment that categorizes locations by function (retail, operations, office, etc.) and hours of operation. By analyzing the type of work done at each location, we are able to schedule brand conversion activities during off-peak hours to avoid inconvenience to customers and employees.

2. Ongoing communication.

To paraphrase Robert Burns: “The best laid plans of mice and men often go astray.” Regardless of how detailed your plan is, Mother Nature and other unexpected challenges can throw off your brand conversion schedule. An experienced rebranding company knows it is important to immediately communicate scheduling challenges with corporate employees, and vice versa, in order to come up with an amended schedule that sticks to the original rebranding principle – limit customer and employee interruptions.

3. Just the new brand identity.

Going with Smokey the Bear this time: “Leave no trace.” The last thing employees and customers want to see is evidence that a brand installation team was there, like piles of trash or displays pushed up against a wall. Our rebranding company works with installation teams that take pride in their work, which translates into clean, organized work spaces after they complete the brand conversion on your vehicles, signage and other branded assets.

4. Order only what is needed.

Back to Ben Franklin: “Waste not, want not.” I can’t tell you how many times my rebranding company staff has seen crates of old branded materials stored in warehouses or storage rooms when we start a project. Planning ahead with specificity allows us to order only what is needed at the time. Our ix Automation Portal lets marketing and branding teams order additional brand compliant graphics and signs whenever they are needed after the initial rebranding conversion, reducing initial costs and valuable space in corporate offices and warehouses.

I’ll end with one of my favorite quotes from Stephen Covey: “Begin with the end in mind.” My rebranding company understands that the ultimate goal of our clients’ rebranding projects is to shine a positive light on the new brand, leading to employee and customer satisfaction, along with increased revenue through brand awareness.