How to Get Planning a Brand Rollout Right
Sequencing the change from an old identity to a new one across every touchpoint.
Priya Raghunathan
Why does it matter?
Rollouts touch signage, systems, packaging and documents, and partial rollouts look like mistakes.
What are the numbers?
- Inventory every branded asset must be found first
- Sequencing customer-facing items usually change first
- Lead times signage and packaging have long production times
- Legacy stock existing materials need a sell-through plan
What should I do?
- Inventory every branded touchpoint
- Sequence by visibility and lead time
- Order long-lead items early
- Plan sell-through of existing stock
- Communicate the change to customers and partners
What should I avoid?
Avoid:
- Rollouts that reveal themselves piecemeal
- Signage ordered after launch
- Old materials still in circulation
- No communication to partners
When should I get help?
Short answer Bring in help when rebrands span locations and materials.
Where this comes from
- United States Patent and Trademark Office — Trademark basics
- Google Search Central — Site moves with URL changes
The figures and practices above come from the sources listed.
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Where to go next
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