How to implement rebrand activity

1. IMPLEMENTING
A REBRAND
CHRIS DAVIS

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. 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. 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. 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. 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. 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. IMPLEMENTING A REBRAND - KEY ACTIVITY
BUILD IMPLEMENTATION PLAN
▸Review everything
▸Gain agreement from all stakeholders and executives
▸Keep reviewing throughout the process

9. IMPLEMENTING A REBRAND - KEY ACTIVITY
BUDGET
▸Build a comprehensive budget
▸Gain executive sign off
▸Agree how changes are managed and approved

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. 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. ANY QUESTIONS?
Chris Davis
. . . AND FINALLY