The Time it Takes

When’s the ideal time to start thinking about brand implementation? On our road to 100 rebrands, we’ve seen it all. From those who get an early jump on implementation planning, to those who need to launch as soon as possible and seek to understand what’s viable. Now, no one will argue with the fact that more time allows for a more prepared and intentional outcome, but it’s never too early or late to strategize around meeting the needs of your organization in a time of brand change.

We consider several different factors when developing a timeline for a project.


It’s not one size fits all

Understand why and what you are trying to launch

Start by defining “the why”, understanding how rebranding will guide your organization internally and externally. Then, determine what you will be launching with. A new name and logo may need a different approach than just a new logo or updated visual identity system. Ultimately you want to create the greatest impact with the time you have, which is why we encourage scenario planning.

One example of scenario planning is evaluating the ways to launch a name and logo:

  • Reactive: Reveal name and logo before the brand tools are ready to create a quick win and include people along the journey
  • Balanced: Reveal the name but withhold logo and visual identity until brand tools are ready to allow for proper context setting and build momentum; allowing the logo reveal to be the next demonstration of change
  • Proactive: Educate on strategy first, then reveal the name and logo as proof points to support the story once brand tools are ready to maximize impact and increase adoption

We start by evaluating the potential options for creating the greatest impact. From there, we’ll determine the time it will take to execute the optimal plan.


Before you launch your brand, make sure you’re ready to support it

Consider the emotional impact of brand change

While brand change is critical to business strategy, we shouldn’t forget the emotional impact of replacing something that is meaningful for people within our organization. 100 rebrands later, we know what most organizations should have ready for launch; which is why we consider internal engagement programs, education, training and the tools that will support adoption and usage.

Launching a brand is more than revealing your new name, logo and updating your website. The most successful brands need buy-in from their organization and a clear understanding of why “new” means progress for the organization. To do this right, it takes time and diligence, which must be accounted for in a brand implementation timeline.


Start by defining your MVP

Decide what needs to be ready for day 1 and what can wait

Launch day may look different depending on time and budget, but regardless of the circumstances, we work together to plan what’s needed for a successful day 1. The benefit of a longer lead time is that we can outline formal details for implementing brand change. However, when time is limited, we make some quick trade-off decisions about what will generate the greatest impact on day 1.

When planning for a rebrand, we work with clients to help define a “minimal viable product” or “MVP,” finding the right balance between impact and adoption. Our goal is to balance the “wow” factor of a new brand with making sure everyone involved knows why this is important for the business, your employees and your customers. Through a touchpoint prioritization process, we find the right balance of tools, templates, and guidelines to make sure that your organization is ready for launch. This approach ensures we make the best use of time before your brand is revealed.

Let us help you figure out how long it will take to launch your brand in the most impactful way. Reach out at hello@tentengroup.com. Did you find this article helpful? Follow along on our journey to 100 rebrands for more information on implementing brand change.