{"id":9004111233659870,"date":"2024-04-03T10:53:01","date_gmt":"2024-04-03T07:53:01","guid":{"rendered":"https:\/\/www.startupforstartup.com\/?post_type=blog&p=9004111233659870"},"modified":"2024-04-03T12:38:14","modified_gmt":"2024-04-03T09:38:14","slug":"looking-to-relaunch-your-brand-follow-these-3-crucial-steps","status":"publish","type":"blog","link":"https:\/\/www.startupforstartup.com\/ww\/blog\/looking-to-relaunch-your-brand-follow-these-3-crucial-steps\/","title":{"rendered":"Looking to relaunch your brand? Follow these 3 crucial steps"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":9004111233659872,"template":"","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"barnd","_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"how to approach a brand uplift in the most efficient way possible? upholding your fresh brand guidelines is a daily practice which will pay off big","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-title":"","_yoast_wpseo_opengraph-description":"","_yoast_wpseo_twitter-title":"","_yoast_wpseo_twitter-description":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"aisum":"","author":"Lauren Gumport","page-excerpt":"

Reid Hoffman, co-founder of LinkedIn, gave us all in the startup world words to live by: \"If you're not embarrassed by the first version of your product, you've launched too late.\"<\/span><\/p>\n

And the same can be said for the first version of your brand\u2019s visual look and feel. Because if you\u2019re a startup, you want to bring a product to market quicker than the rest, and sometimes that means things won\u2019t be absolutely perfect when you launch.<\/span><\/p>\n

Taking a product from 0 to 100 swiftly is no easy feat; and once that stage is over and it\u2019s time to iterate, refine and elevate, that may mean refreshing your brand\u2019s aesthetic - whether it\u2019s your site, app or also the content copy that brings your message to life.<\/span><\/p>\n

Here\u2019s how to approach a brand uplift in the most efficient way possible.<\/span><\/p>\n

\n

  <\/p>\n

Planning<\/b><\/p>\n

At Faye where I lead Brand, we recently pushed live a new visual language. Speaking from firsthand experience, if you don\u2019t want to recreate the wheel, and if you want to save on budget by avoiding a major brand overhaul, simply start with a list of things you love, and things that you can say goodbye to. For us that was easy: we love our logo and emphasis on purple; are connected to an illustrative language and also showing real people. But we wanted to have a more sophisticated, wider color palette, typography, real-life photo language and more.<\/span><\/p>\n

Nailing down this list will help you settle on what resources you need, both in-house (such as a product and brand designer) and externally, such as a design agency, animator and illustrator. If you want to cut back on spend, note what your must-haves are for launch, and leave the rest to be tackled later. Also make sure to differentiate what tasks can be done in-house, rather than by third-parties who will charge more. But remember, any agency or external resource you use should act as an extension of your team - set up direct lines of communication with weekly calls, a Slack channel and more where you can all collaborate as one unit.<\/span><\/p>\n

From there, grab a few quotes so you can compare pricing, ask for references (crucial), and then build a timeline so you can plan backwards. Keep in mind that such an initiative can take 6 months to a year. In our case, it took 8 months from inception to going live.<\/span><\/p>\n

\n

  <\/p>\n

The build up<\/b><\/p>\n

A brand uplift does not just live with a Brand, Communications or Marketing team. It\u2019s a company-wide initiative and needs to be treated as such, starting from the top.<\/span><\/p>\n

Leadership must prioritize sharing key timeline dates and milestones with the entire team to make it clear that as a company, you are working towards this large goal. This can take place during company weeklies, quarterly updates or key announcements in-person and virtually.\u00a0<\/span><\/p>\n

Simultaneously, build up excitement. We shared weekly sneak peeks, hosted an internal QA party, created swag for employees (to be handed out the day of launch) and even printed custom invites for the go live celebration.\u00a0<\/span><\/p>\n

To generate even more anticipation, hold team-by-team meetings so you can harness the excitement of every one of your coworkers - from dev to HR.\u00a0\u00a0<\/span><\/p>\n

All the while you\u2019re doing the work of course; design iterations must be reviewed and refined, your app and site pages need to be developed and repeatedly tested, new ads should be created and content needs to be drafted ahead of time so once the big day arrives, you have all assets ready. In the case of Faye\u2019s brand uplift, this included a blog post, emails to travelers and our partners, social media assets including videos and new imagery, and preparing information to share with the press so they had an advance heads up in case they wanted to cover the story. Note that you\u2019re more likely to score a press story about your brand uplift if you can couple it with even more news - such as a partnership update or new features (the latter of which we did).<\/span><\/p>\n

This build up stage is when you determine what must go live to have a successful launch, and what\u2019s not a blocker for
\n  
\nlaunch that can be saved for later in case there\u2019s not enough time or resources to get it all done. Remember, if everything doesn\u2019t go live the day of launch - you\u2019ll live.<\/span><\/p>\n

Launch<\/b><\/p>\n

As a startup, rejuvenating your visual aesthetic is a huge milestone. It means you\u2019ve invested in your brand which will touch your target audience in every which way they interact with your company.<\/span><\/p>\n

Set a timeline for the weeks leading up to it, and a more detailed timeline for the day of, so things go off without a hitch.\u00a0<\/span><\/p>\n

Make sure your content is set to go live - from a blog, to a pop up on your homepage announcing the new look, to emails to stakeholders. My point is, you should transparently communicate this exciting update so users are not surprised when they come across your company\u2019s new look.\u00a0<\/span><\/p>\n

And beyond the content you must have prepared, is how to translate this milestone to company culture. Make sure that you plan a team-wide celebration to keep the air of excitement going strong. This is a day for all employees to be proud of what\u2019s been accomplished, so much so that they hopefully share the news organically on their own social channels and spur even more excitement. This in turn will generate interest from outsiders, ideally increase your sales, and also prompt potential candidates to send you their CVs. From branded food to new swag, you can\u2019t go wrong.<\/span><\/p>\n

 
\n 
\nContinuing the fun<\/b><\/p>\n

Remember, just because your refreshed branding goes live, it doesn\u2019t mean all the work is done. You can\u2019t just set it and forget it. Your updated branding should be woven into everything you do moving forward - even your Slack, which you can customize with your company\u2019s new color palette. From social posting to putting your new logo on the wall (if relevant), upholding your fresh brand guidelines is a daily practice which will pay off big as you continue to disrupt.\u00a0<\/span><\/p>\n

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