You’ve built the brand 🎉 Now you need to get it into the world.

A brand rollout is not just swapping your logo on your website. It’s a coordinated process of updating every place your brand appears both externally and internally, so that from a specific date, your new brand is live everywhere. Aim to get it all done within one work week. Which means making a list of all of your brand placements (socials, platforms, partner websites, etc) and the passwords so it can be done quickly. have all the new copy written, and graphic assets formatted so on rebrand day, it’s all ready to go. 

Without a plan, rollouts stall. Things get missed. You end up with three different versions of your logo floating around six months after launch.

The brand rollout checklist

Digital

  • Website (all pages)
  • Email signatures (all staff)
  • Social media profiles (profile pictures, cover images, bios)
  • Google Business Profile
  • LinkedIn company page
  • Any online directories or listings (NDIS provider finder, disability gateway, etc.)
  • Email newsletter templates

Documents and templates

  • Letterhead
  • Proposal and quote templates
  • Report templates
  • Form templates
  • Presentation templates
  • Intake forms
  • Policies and compliance docs

Physical

  • Signage at premises
  • Business cards
  • Brochures and flyers
  • Uniforms and lanyards
  • Vehicle signage

Internal

  • Intranet or internal comms
  • Staff portal
  • Job ads and recruitment materials

Setting a launch date

Choose a date and work backwards. Some things (digital) can be updated quickly. Others (signage, printed materials) take lead time.

Don’t launch until the big things are ready. A partial rollout creates confusion.

To ‘launch’ or not to ‘launch’?

A common question is how do we ‘launch’ a new brand! I’ve personally never seen much come of making a big deal out of it. having people along for the journey with the rebrand could be fun, having them vote or give input into design choices might build community. Have a countdown to the rebrand day, execute it and done. If there’s community around it, have a morning tea or something but the brand isn’t meant to have impact on day 1, it’s meant to have impact over the next few years. 

Exercise

Using the checklist above, map out your complete brand touchpoint list. Note what needs updating, who’s responsible, and your estimated timeline for each.

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