In January 2021, as a Project Manager at ExpressVPN, I found myself at the center of our rebranding launch. We'd worked with a branding agency over the past 10 months and finally, it was the day we were announcing our rebrand to 4 million customers worldwide.

We counted down (literally), 3,2,1 and boom we were live; within seconds our new branding was on the app, website, social platforms, customer support channels, and the list goes on...

While we celebrated in the office that day, the real work had actually happened in the months leading up to that moment. The new logo, colours, and design may have been the most visible aspects of the brand, but the behind-the-scenes planning and implementation were equally crucial. 

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If you have a rebrand in the pipeline, here are four sensible steps to do for a smooth and effective brand rollout.

1. Create a master list of assets to update 

A rebrand involves updating a bunch of assets and ensuring consistency across every brand touchpoint – from business cards and product demos to your website. With a checklist, nothing falls through the cracks and you get to skip any last-minute panic stations. 

Steps to take:

• Identify all assets: Talk to all teams and make a list of every item that features your current branding. This includes digital assets and physical assets.
• Prioritise updates: Determine which assets are most critical and need to be updated first, e.g. customer-facing materials and sales materials. 
• Assign responsibilities: Delegate the updating of each asset to team members or your agency.
• Track progress: Use a project management tool to monitor the status of each asset update or a good old-fashioned spreadsheet 

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2. Assign a project lead 

Every ship needs a captain. Assigning a dedicated lead for the rebrand ensures someone is steering the ship, and keeping everything on track.

Steps to take:

• Choose the right person: Select someone with strong project management skills, a deep understanding of the brand, attention to detail and the ability to communicate effectively with all stakeholders
• Define responsibilities: Clearly outline their roles, responsibilities, and authority. They should oversee the entire process, from planning to execution
• Regular check-ins: Establish regular meetings to track progress, address issues, and make necessary adjustments

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3. Set your D Day

This is the day you go-live to your customers. Everything revolves around this date so you’ll work backwards from here to cover all bases. 

Steps to take:

• Determine the launch date: Consider key business cycles, product releases, and market readiness to set your launch date 
• Create a realistic timeline: Work backwards from the launch date, and create a realistic timeline to ensure you leave enough time for things to go wrong 
• Milestones: Establish critical milestones such as design implementation, internal approvals, and external communications

4. Keep communicating

A rebrand isn’t just about changing your logo or colours. It’s about telling a new story. A well-crafted communication plan ensures everyone – from your team to your clients – understands the why and the what of your new brand.

Steps to take:

• Internal communication: Start with your team. Explain the reasons for the rebrand, what it entails, and how it impacts them. Even better, involve them where feasible. Hold Q&A sessions to address any concerns.
• External communication: Develop a detailed plan for announcing the rebrand to partners, investors, and the public. This could include press releases, social media campaigns, and blog announcements to support your announcement. 

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Bringing it all together

While launching ExpressVPN's new brand was a significant moment, it was the result of months of careful planning and execution to bring it to life. With proper preparation, you can ensure that your rebrand not only looks good but also effectively communicates your company's values and goals to the world. 

Ready to roll?

If you’re sitting on some new branding but don’t know how to roll it out, I’ve put together a simple brand rollout checklist to get you started. Need more help? Get in touch. 

Click here to download the brand rollout checklist.