Legal

BRANDING
series
The checklist
for rebranding
A step-by-step checklist for a smooth brand transition
 Table of contents

03 Introduction: Importance, reasons and types

A step-by-step checklist for a smooth brand transition

09 Checklist overview

10 Checklist 1: Involving the necessary people

12 Checklist 2: Planning and preparation

15 Checklist 3: Brand strategy

16 Checklist 4: External implementation

18 Checklist 5: Internal updates

20 Checklist 6: Internal updates continued

22 Launch time

23 Expert opinion

25 Conclusion

02
 Introduction

The unique ability

A step-by-step checklist for a smooth brand transition

of rebranding

Rebranding is a challenging time for any organization and this guide aims to make
it easier to undergo the rebrand process and get the most out of your rebrand.

We’ve created this rebranding guide to help when

considering the challenge of starting a rebrand.
It discusses the reasons for rebranding, the
different types of rebranding, and the elements
that must be considered when rebranding,
before presenting a checklist of the steps to
follow in the rebranding process.

Although the rebranding process will look

different for every company and there is
no rebranding structure which fits everyone,
Rebranding is an important step for organizations following these main points as you go will
who want to remain relevant to their market, offer ensure your rebrand is happening for the
a distinction from new competition, or support right reasons with the relevant stakeholders
their product’s evolution. involved, and all the new brand elements will
be successfully implemented and utilized.
Even though it’s a smart step, the process of
rebranding can be daunting – it involves a huge
amount of work and is a very visible change,
which can backfire if it doesn’t succeed. The
rebrand process also involves a large number of
people and requires input from many different
parts of your organization.

03
 Introduction

The importance
A step-by-step checklist for a smooth brand transition

of branding

Branding is a key tool which organizations use to tell their story and reflect it
across every part of their visual identity.

Before beginning the rebranding process, it’s Features of a brand include:

important to understand why branding is im-
portant for an organization. Knowing the role Visual identity
which branding plays and the benefit a strong
brand provides aids the understanding of why Values, mission and vision
rebranding is important.
Customer experience
The brand is the experience and environment
created around the product or service that your Product or service
organization offers – it’s how this is marketed,
how it appears visually, and the surrounding Communication
experience which is offered to the customer
throughout their journey. It is how one organization Employee branding
is distinguished from another.

Brand is also important internally, as how the All of the above elements must be aligned into one
organization has chosen to frame itself relates to clear story and fit with each other for the brand
internal values and behavior, as well as external. to be effective.

“Forbes research found consistent branding across all

channels increases revenue by 23%”
- Forbes, 2018

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A step-by-step checklist for a smooth brand transition

“Consistent usage of on-brand templates and content

improves brand perception.”
- Forrester, 2019

05
 Introduction

Reasons for rebranding

A step-by-step checklist for a smooth brand transition

Rebranding isn’t always a good idea – ensure you have a clear understanding of
why your organization is doing it before you begin.

It’s vital to know why you are rebranding before you 5. Values
begin the process, as this will help direct the whole Defining, or redefining, the values and mission
rebranding process. There are multiple reasons for of the organization often requires a rebrand to
deciding to rebrand, including: reflect this.

1. Organizational change All of the above are situations which mean an

To reflect an organizational change, or a new organization can optimize their new services,
structure within your organization. structure or position through a rebrand.

2. New market placement However, there are also reasons for rebranding
Your organization has evolved to suit a different which are insufficient, and should not cause
market need, or the range of products or services a rebrand. These include a brand strategy not
has changed. having results, an attempt to cover up a crisis,
or being bored by the current brand and wanting
3. Competition more attention. Rebranding for these reasons is
If new competitors have appeared in the market, not a good idea. Instead, the brand strategy and
and there is now a need to distinguish between assets should be addressed, to consider how
what they offer and what you offer. branding could be done more effectively.

4. Acquisitions and mergers

A new identity is needed to reflect this change and
the range of services or products offered.

06
 Introduction

Which type of rebrand

A step-by-step checklist for a smooth brand transition

is appropriate?

It’s important to differentiate between whether a partial rebrand or a full rebrand is

needed, as this impacts what the rebrand involves.

There are two main types of rebrand: a partial A full rebrand is a better choice if your organi-
rebrand or brand refresh, and a full rebrand. A zation has undergone a merger or acquired a new
partial rebrand can be seen as an evolution of the company and you need to create a new identity,
brand, whereas a full one is more of a revolution. or if your product or service has changed, or
if there has been a change in the structure or
It’s important to choose the type of rebrand intention of the organization.
based on the requirements and needs of your
organization, rather than choosing the type Even though the types of rebrand differ, it’s
which looks like less work, or will have the most important to be clear about which type your
impressive-looking results. organization needs, and consider how the
different elements of rebranding relate to it.
If you need to make visual changes to your
organization and adapt your product or services
to a changing marketplace while maintaining
the main ethos of the organization, then a brand
refresh is the appropriate way to go.

Brand refreshes, or partial rebrands, are often very

visual and update the identity to optimize the brand
for where it wants to be – refreshes can be seen as
an evolution of what your brand currently offers.

07
 Introduction

Elements to consider before

A step-by-step checklist for a smooth brand transition

beginning the rebrand

Rebrands consist of a both a strategy and a practical implementation; make sure

both are thought through from the beginning.

Before starting the rebrand process, you should Once you have ideas for the strategic reasoning,
be aware of what you wish to achieve from the the more practical elements that will need to
rebrand and have an idea of the visual direction. occur during the rebrand should be considered.
Having a clear understanding of which elements It’s important to make an inventory of every
need consideration from the beginning prevents place where your brand is visible, and ensure
anything being missed out and allows you to pitch you will have budget and means to change
the project to stakeholders more successfully. these, if necessary. Elements to consider at this
preliminary stage include:
There are two main areas to consider when
rebranding – firstly, the reasons behind the The logo
rebrand and the strategy, and secondly, the
implementation of this strategy. As a rebrand is Brand slogan and key messaging
a strategic decision, it is vital to understand the
reason behind it. A successful rebrand strategy Colors used
will be built on understanding of:
Fonts used
1. Why the rebrand is happening.
2. What market the rebrand is targeting. Other main visual features
3. Whether the audience will remain the same.
4. How the rebrand reflects the organization’s Website
values, mission and vision.
5. What the new identity represents. Physical marketing collateral
6. How the rebrand fits with the overall
growth plans of the organization. Internal branding

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 Checklist overview

1 Involving the necessary people

A step-by-step checklist for a smooth brand transition

2 Planning and preparation

3 Brand strategy

4 External implementation

5 Internal updates

6 Internal updates continued

09
 Checklist 1

Involving the
A step-by-step checklist for a smooth brand transition

necessary people

A rebrand involves a variety of people across the organization, as multiple

viewpoints need to be considered for an effective rebrand.

is represented, as this will offer necessary view-

points, and ensure the implications for every part
of the business are considered.

Although you may not consider your salespeople

as being key to the rebranding process, they are
the ones who are aware of how prospects will
react to a new brand, and which key elements
should remain. Similarly, a customer support
Once you have considered the above factors, and team will be aware of any potential difficulties
decided to go through with the rebrand, the first or queries that existing customers will have, and
step is to ensure the right people are involved. know best how to address these concerns.

There may already be a key rebrand team created, And of course, the rebrand will also have internal
consisting of members of senior management, implications, so it’s important that there is at
HR, an internal or external brand strategist, and least one representative from each department
marketing, communication and creative team on-board to help with this. Depending on the size
members. and structure of your organization, remember to
include people from other office locations and
Although these may be the core members of any important stakeholders or trustees. This isn’t
a rebranding team, they’re not the only people to say that all of these individuals need a say in
who matter in this decision. In order to secure every meeting and decision, but their feedback on
organization-wide buy-in, it’s vital that every team major decisions should be considered.

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A step-by-step checklist for a smooth brand transition

82%
Research has found that 82% of key stakeholders in
a brand, including investors, want the companies
they invest in to have a strong brand

-Reuters 2014

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 Checklist 2

Planning and
A step-by-step checklist for a smooth brand transition

preparation

The planning stage of a rebrand sets the direction and key points for what will be
needed later in the process.

make in any case, but it’s important that as many

perspectives as possible are considered, and that
anything decided on must be directly related to
the reasoning behind the rebrand.

Name: It is often not necessary to come up with

a new name, but it may be needed, particularly
if the rebrand is the result of a merger. Finding a
name can be difficult, so ensure you involve as
The rebrand process involves many stages, so it’s many people as possible, and check that there are
important to plan out a timeline for the progression no existing domains, trademarks, or social media
of the main steps. handles. 72% of the best brands have names
which are made up words or acronyms, so it’s
Once the correct people are involved, the planning worth taking the time to come up with something
can begin. It’s important to make sure that you unique that really encapsulates the brand.
have the financial backing before you begin and
are aware of the cost of the process. Timeline, budget and system: Map out the mile-
stones and deadlines – it might be helpful to
Firstly, discussions should be underway sur- use planning software and budget tracking
rounding the reasoning behind the rebrand, tools to ensure that everyone is always up
and how this is going to be implemented. Be to date on what is happening, and can easily
prepared to firstly spend a long time discussing collaborate. Make sure to not underestimate
the different perspectives relating to the key the costs of implementation, as this can cause
areas of the rebrand. There is no right decision to difficulties later on.

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 Checklist 2

Visual Identity: It’s likely that at least some key Another added benefit is that brand guidelines
A step-by-step checklist for a smooth brand transition

visual elements will change – perhaps a new font are more likely to be adhered to when they are
is being implemented which is more fitting to your clearly spelled out. If employees are not sure
new personality, or the logo has been updated. It’s what the new brand guidelines are or what has
important to be extra careful with visual elements changed, they may default to old ways which can
as they are so recognizable, and the reaction to look inconsistent and potentially harm the brand.
visual elements is often the strongest reaction
from customers, so take as much feedback on Style guidelines are also an excellent place to make
board as you can before the final decision. sure you have covered all types of communication
and format in the rebrand. For example, you may
Website: Almost ever y rebrand will mean know how the new brand will look on a desktop
changes to your website are required. Nothing or laptop, but have you considered how this will
looks worse than a half-updated website, so be optimized for mobile? Being able to create a
it’s important to make sure that all the updated list and rules for every type of communication
assets will be implemented at the same time – minimizes the risk of anything being missed out.
either block the website until the launch, or make
sure it is inaccessible from search engines until
everything is ready.

Style guide: Creating a style guide at this stage is

important – it means that everyone is aligned on
the guidelines for content and communication,
both now and after the rebrand has happened.

Style guides are also helpful for new employees,

who will then have a clear understanding of how
to present and style their communication, which
logos to use and the brand tone of voice, amongst
other things. Style guides can also be a useful
arena to justify why choices have been made,
for example why the tone of voice is as it is, and
how this relates to the overall brand message.
Tools like Frontify can be helpful to store this
information and provide access to it.

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A step-by-step checklist for a smooth brand transition

25%

Only 25% of brands actually stick to their brand guidelines

- Venngage 2019

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 Checklist 3

Brand strategy
A step-by-step checklist for a smooth brand transition

A strong rebrand is based off a well-thought through brand strategy that reflects
the direction you want your brand to develop in.

With a rebrand comes a necessity for a new or reposition yourselves in a new market, then the
updated brand strategy – you can’t continue with brand strategy will help achieve that, whereas it
the same brand strategy when the brand itself has if it to show the development of a wider range
changed. of services, a brand strategy will also help
communicate that. Focus on what the need behind
Knowing the brand strategy will help you focus the rebrand is, and then explore how your brand
on the direction in which you want the rebrand to strategy can help enhance this.
go and create goals to ensure that brand targets
are being met. Strategy is vital for ensuring the A brand strategy will impact parts of marketing
positioning of your brand, and utilizing the correct such as your SEO focus and goals, and any
channels for marketing and promotion purposes. advertising which you do. It’s important to involve
Having a strong brand strategy will ensure that the team members who work in these areas to
the rebrand is used effectively – if your plan is to ensure the strategy is achievable and measurable.

A brand strategy is “a plan for the systematic develop-

ment of brand in alignment with a business strategy.”
- Column five media, 2018

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 Checklist 4

External implementation
A step-by-step checklist for a smooth brand transition

To implement your rebrand, external elements must be updated accordingly.

A large part of a rebrand is ensuring that all the Consider the administrative updates that are
visual assets are updated. There are several necessary if there has been a name change, such
practical steps to ensure that the visual aspects as any necessary permits, business accounts,
of the rebrand are successfully implemented bank accounts, credit cards, HR records, payroll,
and everything is aligned. In a digital era, much etc. This stage is quite admin intensive, but vital to
of this is related to the digital presence, and the ensure that everything has been correctly updated.
following are key to update:
Marketing collateral is a key external factor to
If you are redirecting your webpage, create a update – consider business cards, signs, banners
list of old URLS and ensure every single one is and displays, and stationary. Depending on what
directed to a new page. your organization offers, updating media kits,
product packaging, posters, adverts and other
Revise metadata on web pages where it’s needed, promotional material may be necessary.
for example page titles, page descriptions and
image tags. All of this is important for your SEO
ranking, and will help deliver your new brand
strategy.

Update social media profiles, handles and URLs –

or go one step further and post a status or update
about why the rebrand is happening, and what it
means for customers.

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A step-by-step checklist for a smooth brand transition

10
channels
An average consumer uses 10 different
channels to interact with companies
-Salesforce 2018

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 Checklist 5

Internal updates
A step-by-step checklist for a smooth brand transition

Internal updates are as important as external ones and must be a key consideration
during the rebrand.

Internal updates can often take a backseat to Some of the digital elements which require
external ones, but they’re the most important updating to reflect the new identity include:
tool for getting all employees onboard with the
rebrand and aware of its importance. 1. Email signatures, and the information which
they include.
If the internal updates are not implemented 2. Intranets, or information on internal websites.
effectively, then employees will not feel involved 3. Internal documents, which cover a wide range
in the rebrand, and will be unsure about whether of areas such as contracts, forms, invoices.
it has been completed. receipts and presentations.
4. Digital assets, such as logos and company
A good place to start is ensuring the necessary images.
office equipment bears the correct branding,
such as envelopes, labels, return address labels Remember the importance of employee branding,
and stamps. and ensure your rebrand is matched by how
employees are treated as part of the organization
As most employees in enterprise organizations and how it is promoted when seeking new
do the majority of their work in digital form, all employees – the more aligned these are, the
internal forms of communication need updating stronger the brand will be.
to fit with the updated brand.

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A step-by-step checklist for a smooth brand transition

Employees with a strong employer brand

see the cost of hiring decrease by 43%
- LinkedIn 2015

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 Checklist 6

Internal updates
A step-by-step checklist for a smooth brand transition

continued

Updating documents, templates and assets is an important step as this allows an

internal and external reflection of the new brand.

The required internal updates can be incredibly For brand managers, this means security in
time consuming, as there are so many documents knowing that they have provided all employees
to update, and the involvement of IT teams is with the correct access to assets after a rebrand,
required. Software is a way in which this process so the content created is guaranteed to reflect the
can happen in a quicker manner. new brand identity.

Templafy’s template management system allows

your organization to manage, dynamically update,
and share business document templates and
brand assets. It’s a solution that communications
and compliance teams can control, IT can trust,
and which supports employees during every step
of on-brand document creation.

As Templafy opens in a task pane in document

creation applications, such as Office, employees
will always be able to access the latest company
content. Post rebrand, this means that they won’t
struggle to find updated images, icons or templates,
and instead find and use them immediately,
regardless of device of location.

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A step-by-step checklist for a smooth brand transition

“In the light of our brand relaunch, the updates of core

visual assets in Microsoft Office templates were key.”
- Coloplast

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 Launch time

Launch time
A step-by-step checklist for a smooth brand transition

Launching your rebrand effectively contributes to the success of the project,

meaning you should prepare well for the launch too.

When everything has been prepared, considered, Another idea could be to publish a post on the
discussed and rolled out, then it’s time for the history of your brand, and why it is not changing,
launch of the rebrand. what the move signifies, and what the hopes are
for this.
This is an excellent time for spreading awareness,
but also celebrating the hard work that has been Encourage your staff to share the news in
done, and the direction which the brand has moved professional networks, and offer a template for
in. Follow these steps to ensure you make the most social media posts that they can share to ensure
of the launch: internal uptake, and as much communication as
possible.
Blog about it; explain to anyone and everyone why
you have rebranded, and what the priorities are. Plan launch events and parties – it’s time to
Make sure that you’re clear about what this means celebrate, and also let all the relevant people know
for clients and stakeholders, in order to minimize this is a cause for celebration and an exciting new
confusion and enhance success. stage of the organization’s journey.

Talk about it on social media, and make sure this

is monitored so confusion and questions that may
arise can be easily addressed. Make sure that you
don’t just mention this once on social media but
continue talking about your brand relevance and
priorities.

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 Expert opinion

Expert interview:
A step-by-step checklist for a smooth brand transition

Maarten Evertzen,
Head of Digital
What’s the most important thing to consider
when you’re planning a rebrand?
“The most important thing when considering a
rebrand is to conduct a financial evaluation with
a subject matter specialist to gather and specify
the current state of brand management and what
all the touchpoints and processes are, versus the
desired rebrand scenario. Then you are actually able
to identify financial impact, both in investment, ROI,
and different ambition level scenarios.

For every dollar you spend on design, you spend 20

on implementation – as just one example, people
think print is obsolete, but a company sending
communications and information by mail can use
thousands of envelopes a year. If you move from a
two-tone logo to a dynamic full-color logo, you could
pay up to 70% more, so that’s also worth considering.
There’s many cases of brand touch point categories
similar to this which need consideration.”

What are the main pitfalls of rebranding?

“Underestimation. The average timing for a rebrand
is every 7-8 years, and if there hasn’t been one for a
while, a lot of the oversight of brand touch points and
project management history is lost. So a lot of the
time we encounter an underestimation of properly
scoping and executing a rebrand programme. A
rebrand is not just a logo swap,  it affects more
than symbolism alone, such as tone of voice and

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 Expert opinion

even behavioral aspects of the company. Mostly 

A step-by-step checklist for a smooth brand transition

people are often only aware of the tip of the iceberg of

what a rebrand contains. A rebrand is like every vessel
in your body – it impacts every part of your business
and nothing can be left out. It makes sense to do a
really good inventory of everywhere your brand is
before you begin, so then you know you’ve covering
everything.  After that, start  prioritizing based on
visibility and complexity of the specific touchpoints. 

Another common pitfall is the difficulty between

Marketing and Corporate Communications.
Communications can be really strict and directive
with branding, but on the other hand, marketing run
the risk of hyper-adaptation of the brand to every
trigger in the market. This often happens with things
such as UX design and A/B testing – it’s not enough
that something works, it has to be there for a reason
and contribute to the purpose. Form always follows
function, and design without functionality runs the
risk of making it difficult to use branding. Manage the
balance here is key. “

What role does software play in rebranding?

“Software can help automate a lot of design in
functionality, and help with the combination of
function and design. It also works to help roll out
templates in digital forms, whether that’s document
templates, or landing pages. Software is a way in
which design can be easily implemented. This isn’t
only true for after a rebrand, but also helps with the
facilitating and running of a brand on a daily basis
– software makes it easy, and means you can’t
do anything wrong in terms of design. – software
makes it easy, and mans you can’t do anything
wrong in terms of design.”

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 Conclusion

Conclusion
A step-by-step checklist for a smooth brand transition

Rebrands provide huge value and many more opportunities for your organization,
allowing your brand to reach its full potential.

Undertaking a rebrand is a necessary step for an

organization that wants to best serve its customers
and stay relevant to an ever-changing marketplace.

Although it can be a daunting task to plan a rebrand,

doing this effectively will pay off with a smooth,
aligned process across the organization, and the
ability to move your brand into the area where you
want it to be. And once your brand is occupying
this new space, the results will be powerful.

Rebrands move your brand and organization into

an exciting new phase, and we wish you the best
of luck with the journey.

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A step-by-step checklist for a smooth brand transition

Let Templafy help you make

the most of your rebrand

Get started

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Learn more at templafy.com