Opinion: Successful rebranding requires rollout that resonates

Chris Jarratt

Rebranding a business can be exciting – it’s a fresh start, a chance to realign and refocus.

However, too often, companies focus solely on a logo reveal or a single post announcing “the new look.” The truth is, a rebrand involves much more than an updated design or color palette.

It’s about telling a renewed brand story, and the rollout – the strategic process of introducing that story to the world – plays a pivotal role. The real value of a brand rollout lies in translating that new identity into a narrative and a mission that connects with both internal and external audiences on a meaningful level.

Best practices
A successful rebrand rollout means framing your brand’s evolution as more than just a visual update; it’s about embracing a story that reflects new positioning, purpose and core values. This broader perspective allows everyone – employees, customers and stakeholders – to see the rebrand as a rallying point rather than just a cosmetic shift.

One effective approach is to introduce your rebrand with a story that inspires. By showing the “why” behind the changes, you create context and generate enthusiasm. Instead of simply unveiling a new logo, share what the new branding represents: the values you stand by, the expanded offerings you’re excited about and the future direction of the business.

Crafting a narrative that conveys your mission and vision helps people connect with the rebrand on an emotional level.

Planning early
One of the most common mistakes in rebranding is waiting until the end of the process to plan the rollout. A smooth, strategic rollout requires planning from day one. By discussing the rollout early, you can align your branding elements with your story, identifying which assets and messages are needed to communicate your identity effectively across all channels. When everyone is on the same page from the start, your brand rollout will feel seamless and cohesive, creating the impression of a well-executed transition rather than a last-minute scramble.

A great example of early rollout planning is our work with Visit Springfield, Missouri, formerly the Springfield Convention and Visitors Bureau. We helped them bring their new brand to life and ensured they had all the necessary assets to promote the rebrand throughout the community. From billboards and environmental graphics to a custom brand rollout video and numerous digital experiences, the new look and messaging were impossible to miss. They even used drones to display the new logo across the sky during the annual Mayor’s Tree Lighting event downtown.

This mix of traditional and nontraditional tactics gave the brand a cohesive, excitement-building rollout that the community could truly feel a part of.

Three key components
1. Consistency across channels
Launching a rebrand means synchronizing the rollout across all touchpoints, from your website and social media to packaging and internal communications. Consistency ensures that audiences recognize and connect with the new brand immediately. Avoid the confusion that comes from disjointed changes by creating a phased, well-coordinated approach.

2. Building buzz and engagement
A successful rollout also builds anticipation. Think about how you’ll reveal your story in stages, using pre-launch teasers, behind-the-scenes content and even influencer partnerships. When you give your audience a sneak peek and build excitement, the rebrand feels like a big event and a cause for celebration rather than a sudden shift.

3. Clear communication for stakeholders
Stakeholders are deeply affected by a rebrand, and a lack of communication can leave them feeling out of the loop. Share the reasons behind the change, both internally and externally. Employees especially need to understand the “why” of the new brand to become effective brand ambassadors.

A rollout that resonates
At the heart of a successful brand rollout is the realization that this is more than a new logo or color palette; it’s the start of a new chapter in your company’s story.

A thoughtful, well-executed rollout ensures that people understand not only what your new brand looks like, but also what it stands for. When you invest in a strong rollout, you’re investing in the longevity and resilience of your rebrand.

This holistic approach makes it easier for everyone – employees, customers and stakeholders – to see the rebrand for what it truly is: a powerful transformation that will propel your company forward.

Chris Jarratt is the chief creative officer and co-founder of Revel Advertising. He can be reached at chris@reveladvertising.com.