Hi friends - For the past month, we’ve been focused on all things brand, and this is the final post of this series!

We’ve covered -

• Common misconceptions about brand

• How brand impacts your growth

• How a brand agency brings your vision to life

And this week, Bill will run us through how to successfully roll out your new brand. Enjoy!

Rolling out your new brand

Launching your new or refreshed brand is a moment that requires intention.

It’s your chance to reintroduce your business to the world with clarity, purpose, and excitement. Without the right rollout strategy, even the best work can fail to capture day one buy-in with your internal team and customers.

In the final edition of this brand series, I’ll break down the key elements of a successful brand rollout.

😃 Fun fact: We start helping our branding partners with their rollout strategy about 30% of the way into their project. Much sooner than most expect. That lead time becomes golden when you start to see the lift needed.

1. Strategic Planning: Your Roadmap to Success

Every great rollout starts with a plan. A new brand touches every corner of your business, so it’s essential to have a detailed strategy that keeps things organized and aligned.

• Clear Objectives: What do you want your rollout to achieve? Are you aiming to boost internal morale, attract new customers, or reposition yourself in the market?

• Key Messages: Articulate the story behind the rebrand—why you did it, what it means, and how it benefits your audience.

• Channel Strategy: Decide how and where you’ll communicate the rollout (e.g., social media, email, website, PR).

Two areas people typically underestimate during the process -

1. Resources and Timelines

   • Mistake: Misjudging the time and effort required to roll out the brand effectively.

   • Example: A company schedules the rollout during a peak business period without allocating enough resources to ensure a smooth transition, leading to missed deadlines or rushed implementation.

2. Failing to Define Key Messages

   • Mistake: Skipping the articulation of why the rebrand is happening and how it aligns with the company’s vision.

   • Example: A business announces its rebrand with a vague tagline or no explanation at all. Employees and customers are left guessing, which leads to skepticism or even resistance.

▶️ Action Step: Build a rollout team from day one. Even if there is little to do on day one, assigning accountability will set the tone and ensure it's not an afterthought when you're in crunch time.

2. Internal Alignment: Turning Your Team Into Brand Ambassadors

I consider the point above to be table stakes. You have to do it. This next point is one that people rarely consider essential. Because of that, I’ll call it the most important point in the entire email…

👉 Your team MUST be presented with the brand first, not at the same time as the rest of the world.

Rollout is a two-stage process. Internal, then external. Before you introduce your new brand to the world, it’s crucial your team gets the first reveal and galvanizing moment. After all, they’re the ones who will live and breathe the brand every day. They’re part of the mission, the vision, the brand.

Do this by…

• Creating alignment: Educate employees on the new brand values, voice, and visual elements so they feel confident representing it.

• Sharing the Why: Help your team understand the purpose behind the rebrand and how it connects to the company’s goals.

• Providing Tools: Equip your team with updated assets, templates, and guidelines to ensure consistency in how they begin using the new brand as it goes live.

When employees are aligned and engaged, your brand feels authentic and cohesive at every touchpoint. This will only add fuel to the next phase, which is the external unavailing, and into the future customer experience.

▶️ Action Step: As part of your rollout team, pick a few key team members to be brand ambassadors for the internal rollout period. People with high energy, influence, and galvanizing ability, regardless of title.

3. External Communication: Sharing Your Story With the World

Once your team is aligned, it’s time to go public! This is where you carry the same excitement and energy from your internal rollout and extend that externally.

A strong external launch communicates your new brand with clarity and excitement while reinforcing trust with your audience. This is your chance to excite your current customers while grabbing the attention of new customers–and competition. 😎

Lead with these two rules:

1. Tell Your Story: Explain the reasoning behind the rebrand and the value it brings to your customers. This should be lead from the top. The founder/c-suite should be the loudest voices in the room, not just the marketing department.

2. Stay Consistent: Ensure your messaging and visuals are updated and cohesive across all channels. Nothing stifles the perception of an intentional rebrand rollout like inconsistent assets conflicting with each other on major assets like social, and your website.

Your audience needs to understand the “why” behind your new brand, and they need to see that you rolled it out with intention. Cracks in either of those will leave people wondering if it was just a marketing moment, and nothing real at the company DNA level.

▶️ Action Step: Decide what’s appropriate for your company as the “celebration moment”. We’ve seen clients like Braze throw unique customer-focused parties in each of their offices–DJ’s included :) While others have created a more digital experience with in-depth blogs and videos covering the new vision and resulting brand. There is no one size fits all. Just make it story-driven, consistent, and authentic to how you operate.

4. Bonus: Monitor and Adapt—Your Brand is a Living Thing

Your brand doesn’t end at launch—it evolves. As your business grows and your market changes, your brand should adapt to stay relevant.

Think of your brand as a living, breathing element of your business that requires attention and care.

For some that could even mean a rebrand down the road, for others it simply means adding a few more design elements to create variety or messaging work to add additional USPs.

Takeaways and Action Steps

• Plan your rollout with clear objectives and a checklist for every brand touchpoint. It should be a very long list. All the way down to email signatures and white papers.

• Align your team (first) by empowering them to represent the brand authentically. This is their moment, too.

• Share your story externally with clarity and excitement to build trust and fresh engagement.

• Remember that your brand is a living, evolving asset.

• Don’t get distracted when “the internet” says they don’t like it. That’s just a trophy for being courageous enough to evolve your brand in the first place.

Thanks for following along in this four-part brand series, and special thanks to Jess for giving me the stage.

If you need anything brand-related or simply have questions you’d love to ask, feel free to hit me up. I’m an open book, no strings attached. DM me on LinkedIn or email me at [email protected]. 👋 

Want to learn more about how I help startups increase their revenue by 150-590%? 👀 

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With love and gratitude,