After guiding hundreds of organizations through successful rebrands, we've gained deep insights into what makes these transformations succeed—or struggle. While every organization's journey is unique, we consistently see aspects of brand implementation being overlooked or underestimated. Here's what you need to know to ensure your rebrand drives meaningful results.
Start Planning Earlier Than You Think
Many organizations know they need a creative agency to develop their new brand strategy and assets. However, they often don't realize how much advance planning is required for a successful launch and rollout. Waiting until brand deliverables are finalized leaves insufficient time for crucial preparation steps.
Early planning allows you to:
Build Internal Alignment First
A rebrand isn't just a visual transformation—it's an organizational change that requires both rational and emotional buy-in. Leadership alignment is fundamental to success, but achieving it requires more than you might expect:
"It's critical to clearly define how the organization will benefit from a well-defined and executed implementation plan versus how the business could suffer if not done right," explains Carey Cockrum, Marketing Executive and brand veteran. "Leadership wants—and needs—to understand how this impacts the bottom line."
The challenge intensifies in complex organizations. As Creative Executive Peter Leeds notes, "Leaders often underestimate their own organizational complexity and what it means for fully implementing the new brand system across all lines of business, divisions, departments, employee resource groups, operational teams, and initiatives."
Map Your Brand's Full Reach
Most organizations are surprised by how many touchpoints their brand affects. Even lean, digital-first companies typically manage more branded assets than they realize. Our touchpoint prioritization process reveals the true scope of what needs to be converted and who needs to be involved, both internally and externally.
Remember, not everything needs to change on day one. Strategic prioritization helps you:
As Cockrum emphasizes, "Most organizations underestimate the discipline required to maintain a long-term brand investment—it's not one and done. It takes both budget and people to support the necessary year-over-year investment beyond initial implementation."
Be Realistic About Timelines
The scope of your rebrand—whether it's a complete transformation or a visual refresh—directly impacts the brand implementation timeline. Organizations often set overly ambitious day-one goals, especially under tight deadlines. A practical timeline should:
Assess Your Resource Needs Carefully
Internal teams often face the double challenge of maintaining the current brand while preparing for the new one. This strain on resources is frequently underestimated in three key areas:
Leeds adds, "Companies tend to underestimate the level of design sophistication and specialized resources needed to activate a new brand system. Few companies have the subject matter expertise required for comprehensive motion graphics, illustration repositories, or even detailed collateral with implementation guidance."
Understand the True Costs
Cost estimation for implementing a rebrand is challenging, particularly since most organizations only undergo this process every seven to ten years. To avoid surprises, we focus on two key questions:
1. What do you want to accomplish?
2. What budget do you have available?
Physical signage often emerges as a major overlooked expense. As one Vice President of a Global Sign company explains, "Leaders vastly underestimate what goes into what is essentially a construction project—equipment, project management, subcontractors, permits, manufacturing and beyond. Understanding your signage footprint and desired impact is crucial for accurate budgeting."
The Path to Success
A successful rebrand requires expert guidance to navigate these common pitfalls. With proper planning and realistic expectations, your organization can achieve impactful brand change that delivers lasting value. Our experience with hundreds of rebrands has taught us that closing the gap between brand identity and operational reality is both challenging and rewarding.
Ready to start your rebranding journey? Contact us at hello@tentengroup.com to begin planning your successful brand transformation.
Contributors
Peter Leeds is a brand and creative leader with proven experience building, nurturing, and inspiring high-functioning creative teams at agencies and client companies. As a strategic business partner, he’s focused on supporting growth, driving resource optimization, enabling brand development, and expanding cultures to be more uplifting and inclusive.
Carey Cockrum is an experienced creative leader with a demonstrated history with diverse brands and industries. Skilled in brand, management and creative operations. Strong creative and marketing professional with a strong analytic and strategic approach to problem solving.