Your most obvious audience is your customer, however it likely isn’t your only one. What about partners, stake- or shareholders, distributors and even media? Stop for a moment and consider each audience that should know about your new brand, then plan your strategy. 

Stakeholders.

Whether investors or analysts, anyone that has a financial stake or interest in the company should be apprised of a new brand launch. For this audience, value is the key. Explain how this new brand identity will help you gain greater market share or attract new customers. Tie in your new brand to current and future business goals and clearly communicate how the brand will help to achieve both. Arguably, stakeholders should be the first external audience you communicate with as their support will be critical in launching your brand to the wider world.

Partners and Distributors.

Does your company work with anyone who serves as a middleman between you and your brand? If so, these individuals are brand advocates and, as such, need to understand and support your new brand. Consider how to best communicate with this audience—perhaps a conference or a presentation where you can share all information in one forum. Clearly communicate how the brand experience benefits these individuals and will increase their own business opportunities. Also be clear on how your new brand will work with their own individual brands, and share branding guidelines across everything from signage to marketing materials and language. 

Customers.

This audience will be most impacted by your new brand, and this is the perfect time to build loyal relationships. Prepare a press release or email to tell your customers why you are changing your brand and what it means for the company. Explain your reasoning both from a business perspective as well as how it will impact the customer directly. When possible, announce the new brand in a way that allows customers to engage as well. Can they vote on their favorite logo or color treatment? Can you include a special or sale to accompany the launch of the new brand? Think of ways to help the customer feel a part of your new brand identity from the start.

Press.

Not every brand refresh or overhaul requires media attention. However, the press can be powerful advocates for your brand and, depending on the type of company and where you are located, media may be interested in your new look and feel. If your company dominates in your market, if you are publicly held, if you employ a large number of people, if your new brand is quite a change from the old or revolutionary in its own way, press may be interested. If the new brand accompanies other changes such as a merger or acquisition, significant employee changes or a shifting of directions for the company, media interest increases. Consider sharing with key journalists a press release and a simple, digital press kit with branding assets including the new logo and video if you have one. Make sure the journalist understands the story behind the brand, and offer any associated data you can about the company and where it’s headed.

Don’t forget to be creative! Building your new brand identity was fun, and took a lot of imagination. Don’t stop those creative juices from flowing, use them to project the brand into the world.

A press release is a useful tool, and works well to communicate your new brand both to the media and to customers. An email, however, could be even an even more personable way to talk to your end users, without the constraints of a formal news announcement. 

Your company blog is a critical component to announcing your new brand strategy. Keep communication direct and highly personable, preferably from your CEO or CMO directly. Explain the purpose behind the new brand and give it a persona. More than anything, convey your confidence and excitement.

Make your new brand experience social. Channels including LinkedIn, Twitter, Instagram and Facebook are all excellent ways to tell your brand story. Make engagement ongoing and interactive—don’t throw your new brand strategy into the ether and hope it resonates. Make it “sticky” by keeping your new name and look front and center, and by encouraging ongoing interactions through your social channels. Consider what catches your eye when you are using social media and plan accordingly. 

Finally, build momentum with your new brand by sharing it in phases if you can. This creates added interest and excitement, without overwhelming or confusing your audience. Encourage engagement with a promotion or a special sale, or by hosting a contest or event that requires participation.