The Latest from the ABM Experts
May 4, 2016
A Marketer's Checklist for a Successful Rebrand
Written by Dave Duke
Your employees hold the responsibility as a brand ambassador to your company. So in order to have a successful rebrand or brand refresh to update your company’s look, you need every single employee to embody your new corporate identity. That means following specific steps to ensure that each and every employee is using the right logos, templates, fonts, and colors in all internal and external facing communications.
A lot of careful consideration goes into determining what a new visual identity should look like – one that’s memorable, drives awareness and makes it easier for your sales team to win deals. Usually this sort of endeavor is months if not years in the making, and can take an army of team members to make it successful. But while the tactics of this are important, the true importance is embracing what you and your employees believe your company brand and values should represent, and facing the world as a united front.
At Sigstr, we understand that the process of pulling off a successful rebrand or brand refresh can be time consuming and challenging, so we’ve given you a head start by developing a quick checklist. Use this to ensure all of your t’s are crossed and i’s are dotted as you refresh your company’s identity, but add to it as you uncover more areas and document those for your next brand refresh (hopefully many years down the road)!
Suggested Phase 1:
- Employee email signatures / email signature format
- Website homepage & key website pages
- Social media channels
- Sales & company powerpoints
- Product demo environments
- Business cards
- Company blog
- Newsletter, customer communications, and marketing automation emails
Suggested Phase 2:
- Top performing content pieces
- Event signage
- Online advertisements
- Landing pages
- Non-key website pages
- Internal product environments (CRM, email service provider, content management system, etc)
- LinkedIn profiles
- Partner channels and 3rd parties
Suggested Phase 3:
- Promotional items
- Lower performing content pieces
- Building signs & structural pieces
As you’ll see from the checklist, one of the first items we suggest your company updates in your re-brand is employee email signatures. Why? The employee email signature is often the only interaction prospects have with your company, and each employee at your company likely sends about 10,000 emails per year to your company’s most valuable contacts. For a company of just 100 employees, that’s over 1M brand impressions just by email alone! And while in the past whenever your company updated a font or a color, you had to send an email out to all employees (like this), that doesn’t have to be the case.
Sigstr’s email signature generator solution combines a cohesive email signature format with engaging campaigns, all in one easy-to-use software platform, easily managed by a single administrator.
- Sigstr Signatures: Individualized, employee-specific names and titles. Centrally controlled branding, content, and information.
- Sigstr Campaigns: Campaign banner integration highlights latest marketing content.
Sigstr allows your company to gain control of employee’s email signatures to ensure proper formatting and branding on every single employee email signature. No longer will you have to worry about outdated signatures, formatting issues, or wrong uses of colors or fonts. And best of all, get the data to see what’s working!
How Does It Work?
With a few clicks in Sigstr, marketers can automatically inject a clickable image, called a campaign, to the Outlook and Gmail email signature format or change icons, fonts, and allowable text in employee signature lines. These campaigns or signatures are updated automatically across all employees and can be filtered by groups. And best of all? No IT or employee action required.
Sign up for Sigstr and start your free 30-day trial today to begin building your professional email signature format.