3 Steps to Successfully Implement Brand Strategy

There are 3 Main Steps in a Successful Roll-out Plan

Whether you are a startup with a completely new brand, or established in need of rebranding, a timeline must come first. Think about where and when you should introduce your new brand. While trying to figure out how long your implementation process takes, remember thinking about the time it will take to update all visuals on all touch points. For example, building or updating a new website often gets underestimated. Also, keep an eye on any relevant deadlines you must meet.

As tempting as it may be, never launch your brand before everything is complete and ready.

Make sure:

• You have all your brand elements including logos, colors, brand guideline, new messaging, email signatures, etc.
• A clear understanding of all touch points that your customers see and interact with
• All your marketing materials must be updated, and ready to spread

a) From top to bottom

A new brand strategy does not only affect customers,  it also changes the work-rhythm of everyone in the organization. Simply because they must  act on the new direction. It is only natural to try making this approach in a personal and interactive way. Leaders should communicate with all managers to get their buy-in before sharing information with subordinates.

If leadership is absent, this process can feel strange and have an unmotivated effect. The more communication takes place, the more it will radiate care and trust, therefore will earn greater support and loyalty in return.

Chief executives showing their presences through blogs and podcasts will help employees to better connect with the pending changes. Use of these channels will prove to be more beneficial instead of sending halfhearted email notifications.

b) Include HR

Let HR be a part of the roll-out process. Encourage your head of HR to craft your internal communications. As described above, your employees are key, and HR is an essential part in ensuring training, engagement, and hyping the new direction from the very start.

c) Be persistent

You may think that your own employees will be on board; however, reality is that it requires work on your part to get their commitment. It will not happen overnight.

Think of your internal communication strategy as a crucial investment on the way to success.

Internal email announcements or newsletters need to be updated, maintained, and distributed regularly to build a platform for interaction.

Use verbal and non-verbal communication methods. Use digital and traditional media to ensure you reach everyone in the organization, no matter their position.

d) Be clear

Make it your priority to be as clear and as easy to understand as possible. Make sure that everyone understands exactly what your mission and vision for the company are, and what role they play in achieving it.

We call this clarity a “line of sight”. Without clarity, there is no understanding of the relevance and guided direction to act on. It may sound complicated, but it can be as easy as sharing positive customer feedback, and stories that prove why these changes are important.

e) Be Authentic

Your brand should always incorporate a true set of values. Everyone should know and act on them, Being authentic will come naturally.

Inspire employees by sharing a story that illustrates the company’s purpose, cause, or belief. By doing so employees can identify themselves with it, or at least rally behind it. However, it is important that the story is sincere and genuine. If not, you take the risk of coming off fake and end up doing more harm than good.

Before starting the third step, make sure that everyone in your company, understands their role, and how to perform as a brand advocate.

Once everyone within the company is equipped, it is time to present your brand externally.

Prior to your external rollout, take a close look at all touch points including website, email signatures, marketing materials, social media, letter head, business cards, etc. to ensure you have everything in place to distribute and launch simultaneously.

a) Existing Customers and Partners

Inform all existing customers and partners who are currently involved in your business. They should be the first to hear, from you, about the new direction you are going, and that you are excited about it. Additionally, explain what this will mean for them, and that they will not experience any negative impact. These two groups are the most important, they matter the most for your brand’s success. Make sure that they know that you appreciate their support and role they have played; and the roll they will play in the process going forward.

b) The Press

Tell your mission, the vision you have for the future, and the reason that provoked your cause. Let everyone know that you are excited for the new journey. This will give the public the opportunity to rally behind your mission and support you.

c) Your Target Customers

Learn as much as possible about your target customers and know what communication channels work best to reach them. Use social media channels to illustrate that you are aware of their problems, and you can solve them. Show that you are driven by a cause and become more attractive than your competitors.

“People don’t buy what you do; they buy why you do it.” —Simon Sinek, author of the book “Find your Why”

Think about how you can engage and invite your customers to create content on your behalf. Present your product in a YouTube video, showcase testimonials or pictures of your customers using your product. If you have impressive customer service, be confident and ask if they can refer you. This effort can gain even more traction when you have incentives to give.

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