January 31, 2014

Top 8 Things Company Executives Want to Know about Brand Implementation

Like many CEOs, when it came time for my company to launch a new brand last year, I delegated brand implementation to my staff. After all, they had brand implementation expertise and I had a company to run.

Having been through numerous brand implementation projects with my clients, I already knew what questions to ask my project manager.

  • Cost: How much will this cost?
  • Timeframe: How long will it take? What is our completion date?
  • Staffing: How will internal resources balance their role on the brand implementation team with their core responsibilities? Will we need to outsource parts of the project?
  • Scheduling: How and when will we schedule brand implementation activities?
  • Inconvenience: Will we have downtime while changing the brand on our touch points? Will it impact both employees and customers?
  • Comprehensiveness: We have so many touch points – signage, marketing materials, vehicles, to name just a few. How do we avoid leaving our old brand on something in the marketplace?
  • Accountability: How will we track our progress and that of our vendors during the project?
  • Reporting: What type of data will be collected about each branded asset during the project, in case we have a future brand implementation project? What types of reports can be generated?

My staff wasn’t surprised by the questions, because we handle brand implementation projects every day and developed a business process management (BPM) system specifically for branding. That isn’t the case with most companies, where a new brand launch or rebranding rollout is an infrequent occurrence.

Checklist-img-1Whether you are on the executive team or have been assigned to lead brand implementation efforts for your company, the above questions can serve as a starting point for your conversations. You’ll quickly discover how complex your project will be when you take an inventory of all assets, touch points, tools, and materials that feature your old brand. We’ve developed a Brand Conversion Checklist to help with this stage of the process.

While most companies have databases containing general inventory information, many lack important details. Your inventory needs to include descriptions, locations, specifications, and person responsible for each item. For example, how is the sign on the outside of your building mounted and will the building’s surface require touch-up work after the new sign is installed?

A detailed, up-to-date inventory of each branded asset is key to determining the cost, duration, and scope of your brand implementation project.

I was lucky to have brand implementation experts on my staff, who quickly answered my questions and successfully launched our new brand. If you’ve got questions of your own, we’re here to help.