How To Create A Rebranding Rollout Plan.

Rebranding a business can be a scary endeavor, with potential risks, such as losing audience and market share if the rebrand goes sideways. A well-planned rebrand rollout plan is one that is smooth yet comprehensive, successfully introducing a new brand identity to your target audience.

If you are considering a rebrand but concerned that one of the rebranding risks will become reality, we’ve got good news. This article is your guide taking you through the process of creating a rebranding rollout plan where you effectively communicate your new brand message, build excitement, and drive business growth. You will learn everything from conducting market research and defining your brand messaging to developing a timeline for your rollout.

Whether a small business owner or a marketing professional, this step-by-step guide will provide the knowledge and tools necessary for creating a successful rebranding rollout plan that is required if the goal is to skyrocket your brand identity.

Why Rebrand In The First Place?

The first question that we must ask is what are “our” reasons for rebranding?

On the surface, rebranding is a strategic process that can help businesses modernize their image, adjust their brand repositioning, and adapt to changing consumer behavior. A brand refresh, partial rebrand, or complete rebrand can all be effective ways to achieve these goals.

A new logo or updated brand architecture helps a business stay relevant in a rapidly changing market. Successful rebranding strategies allow a business to shift its market position by targeting a new audience or repositioning itself within an existing market.

Mergers and acquisitions are another common reason behind the rebranding process. A new brand identity can help unify two companies and communicate a new vision for the merged entity.

Before you move forward, you will need to identify the root cause for the rebrand as it will dictate your initial strategy.

Also read: Rebranding Questions 

Preliminary Steps Before Rollout

As mentioned earlier, rebranding requires a systematic approach to create a successful strategy. Here are some essential preliminary steps from the rebranding checklist during the brand rollout. Disregarding these steps is why even big names experience a rebranding failure.

Setting The Budget

Budget allocation is another necessary thing to keep in mind. When thinking through the rebranding costs to create your budget, remember, you are developing a new brand identity and updating brand touchpoints such as marketing materials, the website, and in-store signage. 

Create a Timeline

Developing a timeline is critical to ensure the smooth execution of the rebranding process. It includes planning an internal launch to introduce the new brand identity to the internal team before the external launch.

Ensuring Internal Alignment

Before launching a new brand identity a brand must ensure internal alignment within the organization. Getting buy-in from the internal team, allocating a budget, and developing a timeline for the rollout are necessary for a successful outcome.

Involving team leaders in the rebranding journey ensures the new brand guidelines are distributed and accepted by the company as a whole. Not only for awareness, distribution to the internal team increases motivation which is necessary to support the new brand identity and makes communicating it to external audiences more fluid.

Market Research

After performing the necessary internal work, the next step is to conduct thorough market research for the rebranding project. Conducting research involves gathering essential information about your target audience to ensure the new brand identity resonates with them.

Market research has several critical components: consumer testing, insights, and presentation deck creation. Consumer testing helps a company to learn how the target audience perceives the brand repositioning. It may include logo rebranding, color schemes, or messaging.

Brand Identity

After consulting with your team and conducting market research, creating the strategic plan keeps the project moving forward. After creating various concepts and performing brand testing to validate which is best, all brand assets will be ready for the market. A list of brand assets includes the logo, website, social media profiles, and packaging design. You then create a design style guide to solidify the brand identity bringing uniformity to the effort. 

Messaging is also a critical part of rebranding. Developing a consistent brand voice across all touchpoints is necessary to building recognition and trust. Brand messaging involves using the same tone and language in all communications, which helps establish brand recognition and trust with your target audience.

Creating the Rebranding Rollout Plan

Once you have taken the preliminary rebranding steps on the checklist that live before the brand rollout, the next thing is creating a successful launch plan rebrand strategy. Here is a complete guide on how to do it the right way: 

Define The Rebrand Objectives

A successful rebrand launch always starts with clear and achievable goals and objectives. It is highly essential to define both the short-term and long-term goals of the current brand. This way, a company can quickly implement a new brand strategy without losing existing customers while attracting new ones. 

Document Key Performance Indicators 

Documenting KPIs is an essential part of monitoring the success of a brand launch and measuring the impact it has created in the market for the existing brand. Without proper monitoring and measurements, it isn’t easy to achieve the defined goals and gauge the success of the brand launch.

KPIs are metrics that help gauge the success of the brand launch and measure the impact it has created in the market for the existing brand. These metrics include traffic after website rebranding, social media engagement, sales revenue, customer satisfaction, and brand awareness. Here’s a comprehensive list of KPI’s to measure.

Category	Metric	Description
Brand Awareness Metrics	Unaided Brand Recall	The percentage of respondents who, when prompted with a category, can recall your brand without assistance.
	Aided Brand Recall	The percentage of respondents who can recall your brand when provided with a list of brand names.
Brand Perception Metrics	Net Promoter Score (NPS)	Measures customers’ willingness to recommend your brand to others.
	Brand Sentiment Analysis	Qualitative analysis of social media, reviews, and other online mentions to gauge sentiment before and after rebranding.
	Brand Equity Study	Evaluates how consumers value your brand in terms of quality, reliability, and trust.
Sales and Revenue Metrics	Sales Volume	Changes in the number of units sold post-rebrand.
	Revenue	Evaluate any changes in revenue post-rebrand to gauge the immediate monetary impact.
	Average Transaction Value	Changes in average spend per purchase post-rebrand.
Customer Engagement and Loyalty	Customer Retention Rate	The percentage of customers you retain over a given period post-rebrand.
	Repeat Purchase Rate	Measures if customers continue to buy after the rebrand.
	Customer Lifetime Value (CLV)	The projected revenue a customer will generate over their lifetime. If this increases after a rebrand, it’s a positive sign.
Digital Metrics	Website Traffic	Changes in the number of visitors, page views, and average session duration.
	Bounce Rate	The percentage of visitors who leave the site after viewing only one page – a potential indicator of misalignment between expectation and brand messaging.
	Social Media Engagement	Monitor likes, shares, comments, and followers to gauge the social traction of your rebrand.
	Email Open and Click-Through Rates	Measures the effectiveness of email campaigns post-rebrand.
Marketing and Advertising Metrics	Ad Recall	The percentage of your target audience who recall seeing your ad post-rebrand.
	Click-Through Rate (CTR)	For online ads, the percentage of users who clicked on the ad.
	Conversion Rate	Percentage of users who take a desired action, like purchasing or signing up.
Distribution Metrics	Distribution Points	Analyze if there’s an increase or decrease in the number of outlets or shelves where your product is available post-rebrand.
	Out of Stock Rate	Measure the frequency of stockouts, which can impact sales.
Cost Metrics	Cost of Customer Acquisition (CAC)	How much it costs to acquire a new customer post-rebrand.
	Return on Marketing Investment (ROMI)	Measures the effectiveness of marketing efforts in relation to the rebrand.
Feedback and Customer Service Metrics	Customer Feedback	Gather and analyze feedback from customers about the rebrand, which can be collected through surveys, feedback forms, or online reviews.
	Customer Support Inquiries	Monitor the volume and nature of customer service interactions.
Product Metrics	Product Returns	If the rebranding involved changes to the product itself, monitor any shifts in return rates.
	New Product Adoption	If new products were introduced with the rebrand, track their adoption rates.

Phases of Rollout

A brand rollout has several stages, and it begins by clearing out the old inventory. This step should be taken seriously as it allows companies to introduce new offers, packages, products, and services with a new identity without harming retail relationships and confusing consumers.  The old brand assets, such as marketing material, signage, and packaging from circulation, will no longer be relevant so they must also be disposed of. 

After clearing the inventory and marketing materials, the rebrand is announced with an internal launch followed by an external launch. Giving the team a first look at the new brand guidelines allows them to collaborate on how to respond to feedback and provide clarity about the changes.  An external launch can include a press release, advertising blitz, social media campaign, in store displays or other communication channels to reach the target audience.

Execution of the Rollout Plan

The whole process is divided into two main steps to execute the rollout plan. It includes forming a brilliant team that can handle the process efficiently and maintain proper communication. 

Team Formation

A company may form two teams, one internal and the other external. The internal team helps to execute the rollout plan as they deeply understand the company’s core values, culture, and goals. They can provide valuable insights into the process and help the company align its new brand identity with its vision and mission. 

External partners such as rebranding agencies, marketing firms, and design studios can provide specialized expertise and resources to execute the rollout plan effectively. They can help develop the new brand identity, create marketing materials, and launch the marketing strategy.

Communication

Proper communication is the backbone of the whole rebranding campaign. It helps to maintain discipline and keep the internal and external teams on the same page. It can take various forms, like emails, meetings, phone calls, and presentations.

Communication helps retail partners learn about the company’s brand strategy changes to promote the new brand identity to consumers. Similarly, media outlets spread the word about the new changes and generate buzz around the project.  

Launch Strategies

Launching the rebranding announcement is as tricky as the process itself. A company must create excitement and curiosity to engage the target consumers, which requires careful planning. Let’s discuss the effective launching strategies we’ve larned through past rebranding examples:

Staggered Product Release

Staggered Product Release is a unique launching strategy for a rebranding process that involves rolling out the rebranded product in stages. The strategy includes two main guidelines: Test Markets and Limited SKU Rollout.

Test Markets: Helps companies test their strategy in a controlled market before launching the product on a larger scale. This way, businesses can learn about the areas of improvement before launching the final rollout. 

Limited SKU: Businesses initially change the branding for key, high-margin, or high-visibility products. It helps gauge the consumer response to the new identity, managing the cost of the rebranding and ensuring efficient execution. 

Multi-Channel Campaigns

Multi-channel campaigns utilize various mediums to announce the rebranding rollout. The purpose is to maintain uniformity across all touchpoints and inform the consumers about the new brand strategy efficiently. The following three methods are commonly used:

• In-Store Signage: Use in-store materials to educate consumers about the rebrand.
• Digital Advertising: Leverage targeted ads to familiarize your audience with the new brand imagery.
• Public Relations: Media coverage can help validate and explain the rebrand.

Influencer Partnerships

Businesses can utilize social media influencers with large followings to educate their audience about new strategies and products. Influencers can become brand ambassadors by reviewing and sharing their opinions on rebranded products through unboxing and other means.

Co-Branding Initiatives

Introducing a new brand identity to a larger audience can be achieved through collaborations with other brands. Two effective ways to do this are limited-edition partnerships and cross-promotions. 

Limited-edition collaborations involve teaming up with a brand that complements your own to create a co-branded product line that showcases your new branding to your customers. 

On the other hand, cross-promotions involve sharing promotional space with a partner brand in a retail setting to draw more attention to your rebranding efforts. Have you considered these options for your business?

Retailer Collaboration

Retail collaborations in a rebranding rollout plan involve partnering with key retailers to introduce the rebranded product exclusively or hosting events and demos at retail locations to engage directly with consumers. 

These collaborations leverage the retailer’s existing customer base and distribution channels to create excitement and drive awareness about the new brand identity. It can help businesses tap into new markets, enhance visibility, and boost sales as part of their rebranding strategy.

Loyalty Programs

Businesses introduce or revamp loyalty initiatives to coincide with the rebranding effort. These programs aim to retain existing customers and attract new ones by offering rewards, discounts, or exclusive benefits to loyal patrons. Loyalty programs can create a sense of attachment to the new brand identity, encouraging repeat business and fostering long-term customer relationships. 

Enhanced Experiences

Use virtual or augmented reality to create an interactive in-store experience where customers can see the story behind your rebrand or visualize your product in different settings through their smartphones. For instance, an ecommerce store can utilize AR to help consumers test the clothing or shoes first. This way, they can virtually experience the product before making a final decision. 

Gamification

Gamification enhances user engagement and motivation. Companies may offer gamified loyalty programs where consumers can earn rewards or discounts by participating in activities like collecting points or completing challenges. 

Gamification leverages the intrinsic human desire for achievement and competition to drive desired behaviors. It is a powerful tool in various fields, from education and fitness to marketing and employee training.

Virtual Unveiling

Have you ever considered how a virtual unveiling can create curiosity and excitement surrounding a product launch? Apple has mastered this approach by inviting industry influencers, journalists, and critical consumers to introduce new products. It is an excellent opportunity to educate about the reasons behind the rebrand and what customers can expect in the future.

Customer Feedback Loop

Have you considered asking your target consumers about their experiences with your new product or service? It can help strengthen their connection to your brand and provide valuable feedback on your rebranding strategy. Using this approach, you can assess the impact of your rebranding strategy in real-time.

Customization Opportunities

By offering time-limited personalization opportunities within the rebrand launch, customers can have a sense of ownership and brand connection. It incentivizes early adoption and purchases and builds communities on social platforms that provide members exclusive access to rebranded products, further strengthening brand loyalty. 

Flash Sales or Discount Codes

Offering time-limited flash sales or unique discount codes tied to the rebrand launch is an effective way to boost early adoption and purchases of the rebranded product. Flash sales are limited-time offers with discounts ranging from 20% to 90% that encourage impulse buying behaviors and enhance the shopping experience. 

Contingency Planning

When undertaking a rebranding project, developing a plan that addresses potential challenges and minimizes disruptions is crucial. It includes identifying possible bottlenecks and issues that may arise, such as a lack of internal support or delivery problems with rebranded materials. Efficiently managing these challenges is vital to achieving a successful outcome.

Measuring the Effectiveness

Measuring the effectiveness of a rebrand involves a comprehensive assessment, considering critical factors like brand implementation and rebrand rollout. Let’s discuss how to measure the effectiveness of the rebranding efforts. 

Data Collection

Brands can utilize surveys, in-store data, social listening, and analytics to collect necessary information after rebranding. This information can help in analysis and decision-making and, most importantly, allows companies to assess their brand value. 

Assessment

After gathering all the necessary details regarding the rebranding, the next step is to assess the process. Brands have several tools at their disposal to do this. For instance, a company with an online store can monitor KPIs such as website traffic, social media engagement, and sales revenue.

Also read: Ten Risks of Rebranding And How To Address Them.

Post-Rollout Adjustments

A company needs to stay on track with its marketing even after a rebranding rollout. By analyzing data and measuring the effectiveness of their efforts, branding companies can identify areas for improvement and ultimately increase sales and engagement with consumers.

Data-Driven Brand Development That Can Guarantee Sales Performance.

If you need a rebrand with performance predictability, we can help. SmashBrand is a rebranding agency that researches, designs, and tests all products to ensure peak shelf performance. Book a time to discuss your project with our team.