5 Steps to a Smooth Internal Launch

 

You’ve poured your heart and soul into crafting a killer new brand – but don’t think your work is done just yet. One of the most critical (yet often overlooked) components of a successful rebrand is the internal rollout strategy. Get that wrong, and all your hard work will be about as effective as nailing jello to a tree.

 

Just ask Purdue University. When they unveiled their new “Makers, All” campaign at a homecoming game in 2011, they expected a hero’s welcome. Instead, they were met with confusion and concern from alumni who feared the new branding meant abandoning their beloved Boilermaker mascot. Yikes.

 

So, what went wrong? Purdue likely missed out on some crucial steps that could have set them up for a smooth, campus-wide embrace of their new identity. Let’s dive in and make sure you don’t make the same mistakes.

 

Own the Internal Rollout Process

The brand rollout actually starts way back in the discovery phase. This is your chance to test the rebrand idea with stakeholders across your institution, gathering diverse perspectives to ensure the final product feels authentic and reflective of your community.

 

Craft a Compelling Narrative

As you develop your brand narrative, lean on what you uncovered in discovery. This way, your story will truly resonate with your people’s genuine experiences and perceptions. Remember, visual changes like design elements or logo updates may elicit strong reactions, but the narrative is what should capture your institution’s true essence.

 

Involve the Right Committees and Leaders

From the very beginning, make sure key campus groups and leadership are part of the brand rollout process. Otherwise, you risk getting too far down the road before the loudest voices can derail the whole initiative. Strategically select your feedback committees to balance diverse perspectives with influential decision-makers.

 

Create Everyday Reminders

After the big launch, develop simple tools and resources that staff, faculty, and admins can keep close at hand. This will help cement the new brand in their daily lives and make it easier for everyone to understand and articulate.

 

Facilitate Campus-Wide Engagement

Host workshops to get your marketing teams up to speed. Hold town hall meetings where your creative agency can present the brand and field questions. Even consider a short explainer video to capture the brand’s essence and meaning.

 

Follow these steps, and you can ensure a smooth, democratic rollout that leaves your campus community feeling informed, empowered, and excited about their new identity. No jello-nailing required.