

By Brent Eastman



It's been a whirlwind few months here at Identity. Our whole team pulled together to take on the challenge of three brand launches within a week—an incredible opportunity to experience the excitement of unveiling a company's look, feel and voice again, again and again! While it's been a time of celebration, the value of brand strategy is about a longer journey. For these three brands, it took between four months and more than a year to reach the point where we could share results with the entire company. With every organization we take through the branding process, one of the greatest obstacles is the fear of change. Here's the way we use our brand clarity process to conquer this and other challenges to shape brands that energize organizations inside and out. 1) Understanding Fear

Change can be scary for anyone, and it certainly is for those inside an organization looking to rebrand. For me, the most rewarding part of the process is helping company leaders find consensus on the goals and the direction of a new brand. 2) Details, Details, Details

Each brand launch is the result of significant high-level preparation and execution, but it's also about successfully implementing a new company name, logo and/or brand voice on the hundreds of items where it needs to be visible as well as with the hundreds or thousands of employees who need to understand its meaning, purpose and vision. 3) Ain't No Party Like a Brand Launch Party

The rollout stage of the process is critical—and getting employees on board is job one. Each of the three brands we launched had a unique strategy to excite and empower members of each team to internalize and value the brand. Here's a quick recap of our brand launch extravaganza!

