A rebrand is more than changing a company logo. It’s a major – albeit exciting – undertaking that requires several moving parts and tight-knit coordination. Whether you’re changing your branding or renaming your whole organization, you only get one chance to really make an impact. Unveiling your new brand identity to the world is best when it’s presented in one pretty package.

A streamlined communication strategy is vital to any rebranding. Your strategy will support your efforts to make your new brand resonate with stakeholders. Keep reading to know what to put on your checklist when building your rebrand communication strategy.

Internal communication

Your employees should be the first ones to know about your rebrand. Give them a sufficient amount of time before the rest of the world knows. Rebrands that bring major changes require time for them to understand the brand and absorb your new company narrative. They should also receive instructions leading up to the rebrand launch, including using new stationery, changing email signatures, and updating any documents or presentations with the new logo, branding, font and other assets that align with the new identity.

Media relations

News publications may not always be excited to share news of a company’s updated logo, but it may spark interest if it’s tied to a business merger or acquisition. Make the necessary preparations and develop media-facing materials to provide them with important information. This can include writing a news release, conducting media training for interviews and compiling a digital media kit containing new company assets.

Digital footprint

A key component of a rebrand is ensuring the new branding is consistent across all digital platforms. That includes the company website, social media pages and search engine entries. Before you announce your new brand, your digital presence should be updated, from the logo, imagery, colors and company narrative. 

External communication

Now that all the pieces are together, how will you inform your target audience? There are many ways to generate excitement, and how you decide what to do depends on where your audience normally consumes information. That could include announcing on your social media pages, an email blast, video from the CEO…the list goes on. Choose the path that you think will make the most impact. 

A rebrand goes beyond designing a new logo. It requires your team’s buy-in and your audience’s understanding of your intention. That can only be accomplished through strategy and planning. A comprehensive communication plan ensures that all the moving parts remain aligned. If you’re embarking on a rebrand, establish your communication needs, start building a timeline and determine all the tasks you need to complete to support this campaign. By doing so, your rebrand launch will make the impact you hope to see.