Your Brand Conversion Game Plan & Checklist
Make no mistake. Customers will notice if your company has outdated branding. At the very least, they may become confused (especially if it’s during a merger), and at the worst, they’ll feel you’re not paying attention to important details and will have doubts about doing business with you.
That’s why we always recommend beginning your brand conversion with an assessment of all the places your logo and branding appears—so you don’t miss a single chance to make a good impression. (It’s also why we created a technology platform for collecting data and photos of every physical asset and creation of searchable database of those assets.)
To help you get started, we’ve put together a checklist of the physical—and even digital—brand assets our clients typically need to change.
Brand Conversion Checklist
Take a look below to get an idea of how many of these items your company will have to rebrand during a brand change.
Facility/Store/Branch Signage
Take this opportunity to increase your brand exposure. Don’t just automatically replace the existing signage—assess your competitors’ signage in the market.
Building Signs
Pylon Signs
Monument Signs
Doors (Hours of Operation)
Windows (Support Graphics)
Branded Interior Signs
Directional Signs (Customer Parking and Drive-thru Areas)
Digital Sign Displays
Customer Items
Be sure to communicate the benefits of the brand change to your customers while changing these items.
Customer Invoices and/or Statements
Customer Checks and Deposit Slips
Customer Credit and Debit Cards
Customer Loyalty Cards
Application Forms
Transaction Receipts
Branded Technologies
Your customers rely heavily on your branded technology sites, so coordinate with your IT team as soon as possible to allocate resources.
Company Websites and Landing Pages
Mobile Apps
Telephone Systems
Voicemail Messages
Email Signatures and Templates
Legal and Regulatory
Take this opportunity to standardize your regulatory communication notices and posting in coordination with your legal department.
Contracts
Regulatory Notices and Postings
Equipment
Often underutilized from a branding perspective, areas like drive-thru windows, ATMs, and kiosks are a great way to increase brand exposure.
ATMs
Mobile Banking Centers
Kiosks
Entryway Rugs/Carpets
Fleet Vehicles
Be sure to determine variables in makes and models that will affect deliverables and costs.
Count of trucks, vans, and other vehicles
Year - Â specific years and age range
Vehicle Type
Mileage
Promotional/Sale Items
Look for economies of scale when ordering hard-copy printing and giveaway items.
Posters
Brochures and Sales Literature
Flyers
Giveaways (Pens, Mugs, Hats, Shirts, Coasters, Keychains, Bags)
Point-of-Sale Items
Displays
Branded Display Holders and Racks
Community Awards
Advertising Items
Consider channels you’re currently using and test out ones you haven’t to help generate new business.
Print Advertising
Internet Advertising
Social Media
Broadcast Advertising
Outdoor Advertising
Online Directories
Trade Show Items
Employee Items
It’s important to consider your internal stakeholders during brand changes. Staff aligned around a clear customer-facing message will make the publish transition go more smoothly.
Clothing/Uniforms
Name Tags
Security Badges
Employee Manuals and Handbooks
Human Resources Materials
Office Supplies
The perfect finishing touch for presenting a professional, trustworthy brand image.
Business Cards
Letterhead
Announcements
Envelopes
Mailing Labels
Thank You Cards
Folders
Notepads
Next: Store Information in a Comprehensive Database
Congratulations! Now that you have a list of assets, it’s time to organize them to keep track of the details you’ll need when getting quotes and updating in the future. The more information you track in your database, the easier the rebranding process will be.
Here’s an example of the kinds of data you can store in your database:
Location
Asset Name
Dimensions
Final Photo
Date Last Updates
Contact Info at Location
Vendor
Worried you don’t have the internal resources to take on research down to the asset level? Implementix can help you identify and document every physical asset in a database we create specifically for your company. Contact us at [email protected] to learn more.
