For the implementation phase you need to plan and prep for an internal implementation and external launch.
1. The Internal Launch: Never forget about the internal launch. This is equally, if not more important than the external launch. Employees are the number one contributors to shaping your brand. If you cannot create ambassadors out of each one of them, then you risk devaluing your brand – regardless of how much time and effort put into the strategy and design.
With these things in mind, let’s focus ondifferent types of companies – corporates, small & medium-sized businesses (SMB), and scaleups. Over the years, we’ve experienced that implementation can be handled very differently depending on the size, goals and ambition of the company.
Most likely the go-to-market will be
Create pride, focus and follow up. Hard.
At the same time, an extensive company kick-off centered around the new brand will most likely be in the works. The kickoff usually creates an intense feeling of pride and ownership throughout the whole organization.
In the background, your core implementation team will be tirelessly working on the external readiness of the launch. Here are a list of things that will probably be included:
Motivation and focus:
We love a good smb rebrand because usually their leaders are extremely motivated by some internal or external factor demanding a new brand strategy. And they want to deliver. Fast. Perhaps they are launching a new vertical, in a new market, making the company more attractive for acquisition, or just refreshing the identity from 2002 (!).
Either way, this usually makes implementation go at a very reasonable pace faster, with well thought-out decisions and quick turn-arounds if needed.
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