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How to implement a rebrand

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How to implement rebrand activity

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How to implement a rebrand

  1. 1. IMPLEMENTING A REBRAND CHRIS DAVIS
  2. 2. BRANDS ARE BUILT THROUGH THE CONSISTENT DELIVERY OF THE BRAND PROMISE THROUGH ALL TOUCH POINTS. CONSISTENCY IS THE KEY TO SUCCESSFUL BRANDING. Chris Davis IMPLEMENTING A REBRAND
  3. 3. IMPLEMENTING A REBRAND - PROJECT MANAGEMENT THE RIGHT APPROACH . . . INITIATE • Determine what the rebrand should accomplish and define the overall goal • Define expectations of the management team and other stakeholders • Define the general project scope • Select initial members of project team Deliverable = Project Charter PLAN • Refine the project scope • Identify all tasks and activities • Sequencing of activities • Develop a workable schedule and budget • Assign resources to the activities • Get the plan approved “baseline” Deliverable = Project Management Plan EXECUTE • Lead the project and direct team members • Meet as required with team members • Communicate progress with stakeholders • Resolve conflicts and issues as they arise • Approve change requests • Securing necessary resources (money, people, equipment) to carry out the project plan Deliverable = Distribution of the schedule, updates and issues & risks on a weekly basis MONITOR & CONTROL • Monitor deviations in budget and/or schedule and take corrective action • Evaluating potential impacts of project • Initiate change request process as required • Rescheduling the project activities • Adapting resource levels • Adjusting project goals (as long as planning has be revisited) • Get changes approved by stakeholders and updating of project documentation Deliverable = Progress reporting CLOSE • Validate that all tasks are complete in the project plan • Releasing resources • Define lessons learned • Write final project report – sponsor sign off • Close out the project files Deliverable = Transition to business as usual team & create a Lesson Learned document
  4. 4. TEXT WHY IS GOOD PROJECT MANAGEMENT CRITICAL? ▸It enables us to ▸Balance competing demands across the business ▸Have a clear understanding of project scope ▸Identify any risks and document mitigating strategies ▸Have a consistent method for monitoring and controlling project deliverables and milestones ▸Improved communication among project team, executive sponsor, leadership and stakeholders ▸Have the ability to measure project performance ▸Identify potential problems as early as possible ▸Understand the impact to timeline and critical path when deliverables are changed
  5. 5. IMPLEMENTING A REBRAND - KEY ACTIVITY IDENTIFY ALL THE BRAND TOUCHPOINT ▸Work out all brand touch points ▸On-line presence ▸Marketing communication materials ▸Internal communications ▸Outreach materials (such as email, IM etc.) ▸Product, i.e. cards
  6. 6. IMPLEMENTING A REBRAND - KEY ACTIVITY OBTAIN DETAIL ▸For each touchpoint ‣ Identify key contacts ‣ Identify realistic lead-times ‣ Identify all cost considerations ‣ Identify any legal, regulatory or governance issues ‣ Review and consider how this information will influence the overall launch plan
  7. 7. IMPLEMENTING A REBRAND - KEY ACTIVITY LAUNCH PLAN ▸Agree how the identity will be launched ▸Flip the switch ‘Big Bang’ based around launch campaign and activity ▸Phased transition Priority touch points changed, coordinated around launch activity . . . others follow ▸Rolling transition Brand touch points changed as part of natural change cycle ▸Compiled touchpoint data should be used to inform the launch plan
  8. 8. IMPLEMENTING A REBRAND - KEY ACTIVITY BUILD IMPLEMENTATION PLAN ▸Review everything ▸Gain agreement from all stakeholders and executives ▸Keep reviewing throughout the process
  9. 9. IMPLEMENTING A REBRAND - KEY ACTIVITY BUDGET ▸Build a comprehensive budget ▸Gain executive sign off ▸Agree how changes are managed and approved
  10. 10. IMPLEMENTING A REBRAND - KEY ACTIVITY GOVERNANCE PROCESS ▸Define and agree roles and responsibilities ▸Executive steering committee ▸Executive sponsor ▸Project manager ▸Agree regular stakeholder reviews ▸Agree sign off responsibilities/delegation of authority
  11. 11. IMPLEMENTING A REBRAND - SUMMARY KEY COMPONENTS OF A SUCCESSFUL BRAND ROLL OUT ▸Strong leadership ▸A clearly defined launch and implementation plan ▸Sufficient budget and resources ▸Strong governance ▸Clear communications ▸Defined process
  12. 12. ANY QUESTIONS? Chris Davis . . . AND FINALLY

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