Where to Start When Implementing a Visual Brand
You’ve gotten your new visual brand; new logo, colors, fonts, and photos; everything you need to transform your marketing.
Once you have all the building blocks for your visual brand, you have to start using them. It can be overwhelming to think about all the graphics you now need to update, but like any big project, if you put together a strategy and take it step by step, you can tackle it with great success.
Implementing All at Once vs. Piece by Piece
There are two approaches you can take to implementing your visual brand: releasing it piece-by-piece as it is updated, or working behind-the-scenes and only releasing the newly branded graphics once you’re able to update everything.
benefits of Implementing all at once
You can make it into a big announcement and celebration, involving your audience in the reveal.
Your visual brand stays consistent, and it removes any trace of the old visual brand that may cause confusion or dilute the new visual brand.
Benefits of Implementing Piece by Piece
Your visual brand starts working right away, and people start recognizing your logo and brand faster.
You can update as you have time, rather than feeling pressure to finish everything right away for a big release.
How to Implement All at Once
When implementing all at once, what matters most is that you create a plan and system so that you don’t miss any pieces and launch smoothly.
Step 1: Take Inventory
Make a list of all the content you’ll need to update or create for the launch. This will help you estimate how much time you need and serve as a to-do list.
Step 2: Set a launch date
Now that you have a rough idea how much you have to update and create for your launch, it’s time to set a launch date. Setting a launch date allows you to keep yourself accountable and pique your audience’s interest by releasing hints and tidbits before the big day.
Step 3: design from largest to smallest
As you begin to go through your to-do list, start with the projects that are the largest and/or most complicated. Figuring out how your visual brand works in these situations will make designing the smaller pieces easier.
How to Implement piece by piece
When implementing piece by piece, you release graphics as they are updated, so the order you work on graphics is the most important thing to consider.
Step 1: New Content
Your first priority should be designing any new content you regularly post, such as blog post graphics and social media posts. That way you’re not creating graphics that you’ll have to go back and update later.
Step 2: Your Home Base
Now that your flow of new content is updated, next you need to ask yourself what you consider your brand’s “home base” - where people go to find out more about you and your services. For most businesses, that’s their website, but it could be a physical storefront or a social media account.
step 3: Profiles
After updating your home base, it’s time to update your mini home bases - your social media profiles. Like your website (or other home base), people look at profiles to learn more about the user. It’s important that your profile is communicating what you want and building brand recognition.
step 4: Most-Used to Least-Used
After updating your social media profiles, your next priority will depend on your specific business. But from here, I recommend working from your most-used assets to your least used. Prioritize the pieces that will have the most impact on your audience and work your way through to the more obscure pieces.
Implementing a new visual brand can feel overwhelming - but you can do it! Just make a plan and take it step by step, and in no time, you’ll see your business transformed.
In need of a new visual brand?
Check out my Noteworthy Visual Brand Starter Kit.
I'm Sierra Kellermeyer, brand designer.
I work with passion-driven small business owners who feel their visual marketing is disconnected from their core identity and ideals. I get to know them, their business, and their services, and design them a Noteworthy Visual Brand that effortlessly attracts their ideal clients.