You’ve developed your institution’s voice and have a meaningful strategy behind your new brand. Now it’s time to breath life into your new identity through brand implementation. A well-executed graphic identity – one that is capable of adaptation over time – is an organization’s lifelong asset. When used properly, it has the power to inspire, elevate and enhance.

Inspire Change
Before launching a new brand, be sure that all key stakeholders in your organization have had a chance to consider, and ultimately embrace, the new identity. Internal and external buy-in is key to maintaining the integrity and longevity of the brand. Unapologetic pride and enthusiasm for your new brand will create an unspoken endorsement, both publicly and privately.

Elevate Communications
All post-launch external communications must be clear, consistent and on-message with the new brand. Clearly defined guidelines should leave room for flexibility. To interpret a brand successfully, choose your creative team wisely. Any stray elements or false notes will compromise the intent of your brand strategy.

Enhance Your Reach
Now is the time to tell the world what you stand for and to show off your new look! Use the momentum of your new brand to target subgroups via social media and break into alternative markets. There’s no time like the present for a new (or renewed) introduction to your institution.

Trust the Test of Time
These days, everyone’s a critic. Often, a newly launched brand is met by the public with ambivalence or outright disdain. Stand firm. If you’ve done your research, developed a sound strategy, and satisfied key stakeholders, the integrity of the new brand will outlast any immediate fears of change.

Read earlier case studies from our Perspectives on Branding series:
• A Distingushing Factor
• Message Management

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