You’ve got a new logo you love and can’t wait to show off. Now what?
The main job of your brand is to help you stand out, attract customers, and grow sales.
As part of your brand toolkit, your logo is one of the most visible elements. So how do you ensure you’ve updated every marketing touchpoint your customer might see?
In this article, we’re going to share how to do it in three simple steps. And we’ve even made you a handy guide you can use to make sure your new logo rollout goes as smooth as silk.
1. Make a List
To start with, make a tidy list identifying all the places your logo shows up. It can feel overwhelming, but being methodical will ensure your old logo doesn’t hang out there a moment longer than it needs to.
This includes places like business listings for things like certificates and licenses, stationery, forms like invoices and checks, internal communications, and of course your customer-facing brand touchpoints.
2. Set your pace
Decide if you plan to roll out your new logo all at once or do it in phases.
For example, maybe your new brand, including that gorgeous new logo, is out in the world but you want to use up existing assets like business cards, letterhead, or brochures.
Or maybe you want to completely retire the old assets and only use the new.
Either approach can be effective, but only you can decide which is best for your organization.
3. Create a communications strategy
Here is a simple communications strategy for debuting your new look:
- Roll out your new logo internally and go over logo guidelines with your staff. If they weren’t involved in the process, explain why you changed your logo.
- Send out an official email blast to customers, vendors, and partners.
- Repurpose the content for your blog.
- Announce your logo on social media with a link back to your blog post.
- Make an announcement on your homepage or add a simple message to your footer. (But, don’t forget to remove these messages after a predetermined amount of time.)
- For a broader impact, consider sending a press release to trade or business journals.
When you’re crafting your messages, include a powerful positioning statement to reassure customers about your continuity while reinforcing your values and mission.
Stay focused on the reader. They probably don’t need or want to know why you decided to change colors or fonts, or why your logomark is different. They want to be reassured that they can expect to receive the same (or better) service or product from your company. Be aspirational in your messaging, rather than defensive.
And If you don’t have the internal staff or resources to execute your plan in-house, many freelancers or agencies can help—from crafting your message to updating your digital and print assets with your new logo. Be sure you understand exactly what they’re going to do and by when, and how much it’s going to cost.
So that’s it! 3 simple steps to roll out your new logo. And because we like to make things easy, we’ve created this handy Logo Rollout Checklist for you to make sure you’ve got a solid plan in place.
Want a little help? (Or a lot?) We’re here for you.
We’re here to help guide you every step of the way. Say goodbye to overwhelm, confusion, and the status quo, and say hello to a beautiful brand that helps you stand out from the crowd, attract customers, and grow sales.
Schedule a free 20-minute consult call so we can talk about it!
Founder + CEO of Roger That