Rebranding: The most overlooked touchpoints that can make or break your success
September 10, 2024
Rebranding offers an exciting opportunity to redefine your business and capture new markets, but it's easy to miss crucial details that can weaken the overall impact. Overlooking these elements can hurt the effectiveness of your new brand. Let’s explore some often-overlooked touchpoints that are critical to ensuring a successful, cohesive rebrand.
1. Internal communications: Your brand starts from within
Why it’s important:
Your employees are your brand’s ambassadors. Ensuring they understand and feel enthusiastic about the rebrand is crucial to its success.
Common oversights:
- Not explaining why the rebrand matters or how it shapes the company’s future.
- Forgetting to update employee-facing materials like business cards, email signatures, and templates.
- Overlooking the rebranding of internal documents, including training manuals, onboarding guides, and policies.
Tip:
Host a company-wide meeting to explain the vision behind the rebrand. Provide a rebranding toolkit, including updated templates, email signatures, and business cards. Equip team leaders with resources to answer employee questions and organize an internal launch event to build excitement and investment.
2. Customer service: Reflect the new brand in every interaction
Why it’s important:
Customer service is a direct touchpoint with your audience and must align with your new brand identity.
Common oversights:
- Outdated live chat interfaces and support ticket templates.
- Inconsistent branding in automated responses and help centre articles.
- Customer service scripts that don’t match the new brand voice.
Tip:
Conduct a thorough review of all customer service platforms, scripts, and templates to ensure they reflect your new brand. Ensure all customer-facing representatives are trained to embody the new tone and voice.
3. Email marketing: Keep your brand consistent in inboxes
Why it’s important:
Email marketing remains a key tool for customer communication and should reflect your updated brand.
Common oversights:
- Using outdated logos or colour schemes in email templates.
- Mismatched branding in automated sequences, like welcome emails and order confirmations.
- Inconsistent messaging and tone in email content.
Tip:
Update all email marketing templates, then test them to ensure consistency and functionality. Ensure that every automated sequence aligns with the new branding, including tone, visuals, and messaging.
4. Social media: First impressions matter
Why it’s important:
Social media is often the first point of contact for new customers and a key engagement channel.
Common oversights:
- Failing to update profile and cover photos across platforms like Facebook, LinkedIn, Twitter, and Instagram. This includes staff LinkedIn profiles.
- Old brand messaging in bio sections and pinned posts.
- Inconsistent visual identity in social media graphics.
Tip:
Create a comprehensive social media rebranding plan, including updated profile pictures, bios, and scheduled posts to announce the rebrand. Don’t forget to align all visuals with your new branding guidelines.
5. Fleet livery: Your brand on the move
Why it’s important:
Your vehicles are moving billboards, representing your brand everywhere they go.
Common oversights:
- Failing to update vehicle graphics and wraps.
- Inconsistent branding across different vehicles.
- Overlooking scheduling updates to minimize downtime.
Tip:
Coordinate with your fleet management team to rebrand all vehicles efficiently and consistently. Take inspiration from companies like Greencore, who we applied new livery for onsite to minimise disruption while ensuring a uniform fleet image.
6. Office spaces: Reflect your new identity
Why it’s important:
Your physical workspace is part of the customer experience and should reflect your new brand identity.
Common oversights:
- Outdated logos and colour schemes on office signage.
- Interior decor that no longer aligns with the new brand.
- Neglecting branded materials like conference room signs and office supplies.
Tip:
Conduct an audit of all physical spaces and branded materials to ensure everything - from signage to office decor - reflects the new brand identity. This creates a cohesive experience for both visitors and employees.
A successful rebrand goes far beyond a new logo or website - it requires attention to every customer and employee touchpoint. Overlooking even minor details can result in a fragmented brand experience. By addressing these often-forgotten areas, you’ll ensure your new brand makes the right impression at every turn.
Ready to Rebrand? With decades of experience, Aura can help guide your rebrand, ensuring every touchpoint aligns with your new vision. Get in touch to see how we can bring your brand to life.
