Different Approaches to Brand Re-Launch and Repositioning

Implementing a new or updated brand campaign is challenging. Whether you make a fundamental change or reposition your brand, it is a tough task to get it absolutely right.

Your underlying brand strategy is the key factor in how to approach a rebrand. Are you looking for maximum impact or a low key approach that does not disrupt the existing marketplace? The strategy you choose will depend on factors such as budget, the size of your company and the audience you want to reach.

A successful brand rollout takes into account the complexity of your brand’s evolution, your business cycle, available resources, and, most importantly, the expected impact on your customers and employees.

Starting out from the main objective of your strategy, there are two commonly accepted methodologies. The first is the “Day One” approach where all brand components are released on the same day. The second approach is a gradual process, with changes implemented over time.

Let’s take a look the two potential ways you might launch, re-launch or reposition your brand.

Day One Implementation

In taking the “Day One” approach, the goal is to maximize immediate impact and attract attention to the new launch. As such, the marketer launches everything at once — the new logo, website, advertising campaign etc. This approach is suitable for a company looking to announce and celebrate their transformation.

The Day One approach has to be well coordinated, as customers and the media will be all eyes on your brand. These challenges are amplified if your company is large, multi-national and often in the news.

The public impact of this approach has two sides to it. The marketing and brand team must be prepared for both praise and controversy. A brand might be praised for taking a bold step in changing their image, but large discrepancies between the new face of the brand and its past reputation could also render itself to a lot of criticism.

Transitional Approach

The transitional approach to a rebrand implementation is ideal in several situations. First, the company may want to maintain a low profile and avoid controversy — by the time the public starts to notice, the change is the new norm.

Another reason for a gradual implementation may be a lack of funding to produce and replace all deliverables at the same time. This is often true for non-profits and smaller companies.

If a marketer has to choose, the most important component to launch is the company website. People will mostly visit your website rather than visit your office or see your business card. The website is the cornerstone for your brand presence. After your website is ready, review the marketplace to prioritize the rest of your implementation plan. Address most relevant and high profile components first.