Plans · Marketing
Rebrand a company
12 weeks · 5 phases · 25 tasks · 4 milestones · 5 risks
For a small company changing its visual identity and possibly its name. The identity is signed off by week 8, which leaves four weeks for the rollout that's usually underestimated. If you're changing the name, give trademark checks extra time before any design work depends on it.
Makes it a program in your harbor, dated from today.
Milestones
- Week 3Design partner chosen
- Week 6Identity route chosen
- Week 8Identity signed off
- Week 12New brand live
The plan, phase by phase
1. Why and what
Weeks 1 to 2. Be clear about the reason for the rebrand and what's changing.
- Week 1Write down why you're rebrandingOne paragraph that everyone involved agrees with.
- Week 1Decide the scope: name, logo, visual identity, voice
- Week 2Ask customers and staff how they see the company now
- Week 2Set the budget and decide who signs offKeep part of the budget for rollout, not just design.
2. Partner and strategy
Weeks 2 to 4. Pick who designs it and agree what the brand should say.
- Week 2Brief two or three designers or agenciesGive each the same written brief, budget and timeline.
- Week 3Choose the design partner
- Week 4Agree the positioning and personality
3. Identity
Weeks 4 to 8. Develop and test the new identity until it's ready to sign off.
- Week 4Check a shortlist of names for trademarks and domainsOnly if the name is changing; have a trademark lawyer check the shortlist.
- Week 5Review the first identity routesJudge them against the positioning, not personal taste.
- Week 6Pick one route
- Week 7Refine the logo, colors and type
- Week 7Test the identity on real itemsMock up the website, a sign, an invoice and a social post.
- Week 8Sign off the identity
- Week 8Write the brand guidelinesKeep them short: logo use, colors, type, and a few examples.
4. Roll out
Weeks 8 to 11. Update every place the brand appears, ready to switch on together.
- Week 8List every place the brand appearsWebsite, social accounts, email templates, invoices, signs, vehicles, uniforms and packaging.
- Week 9Order new signs and printed items
- Week 9Update legal and registered details if the name changes
- Week 10Update the websitePrepare it on a staging copy so it switches over on launch day.
- Week 10Update email signatures, templates and documents
- Week 11Prepare the new social profiles
5. Launch
Weeks 11 to 12. Tell your own people first, then switch everything over on one day.
- Week 11Brief staff on the new brand and whyStaff explain the change to customers, so tell them first.
- Week 11Tell key customers and partners before the public announcement
- Week 12Switch everything live on the same day
- Week 12Announce the rebrand
- Week 12Find and replace anything still using the old brand
What usually goes wrong
Too many people have a say
Every opinion gets a round of changes, and the identity ends up safe and bland.
What helps: Name one or two people who sign off in week 2, and collect everyone else's input at set points.
Likelihood 4 of 5 · impact 4 of 5
The new name is already taken
A trademark conflict found late can force you to start again.
What helps: Have a trademark lawyer check the shortlist before design work depends on a name.
Likelihood 2 of 5 · impact 5 of 5
The rollout is bigger than expected
Brands live in far more places than anyone remembers, and each one takes time.
What helps: List every place the brand appears in week 8 and give each an owner and a date.
Likelihood 4 of 5 · impact 3 of 5
The budget runs out before rollout
Design fees are visible early, while signs, print and web work come later.
What helps: Split the budget between design and rollout at the start and don't move money from rollout.
Likelihood 3 of 5 · impact 3 of 5
Customers are confused by the change
People who can't find or recognize you may assume something is wrong.
What helps: Tell key customers first, explain the change in a short note, and keep the old name in your search listings for a while.
Likelihood 2 of 5 · impact 3 of 5
Using it
Copy what fits and cut what doesn’t: no real project matches a template. In Harbor the plan becomes a program with these milestones, one project holding every task with its due date, and these risks in the register, all yours until you hand them out. The first phase starts in To do and the rest wait in the backlog.
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