Rebranding is an investment in growth, and an important component of an effective growth strategy. But when executed badly, it is a missed opportunity at best - and a huge liability at worst.

What does a bad brand relaunch look like?

A bad brand relaunch happens in a vacuum. Oftentimes, companies will simply distribute the new logo files via email and then start enforcing the new brand guidelines. When a rebrand is launched this way, there is little to no buy-in from your biggest brand ambassadors, including your employees, partners, contractors, executive team and board members. Change is never easy, and inflicting a major change on something as fundamental as a brand can spark a visceral negative reaction from these important audiences - even if the new brand itself is good.

Instead of embracing the great new brand, the unanticipated change raises questions about why it is necessary, speculation about other major changes that may be afoot behind closed doors and mistrust of leadership. These emotions can manifest in lower employee engagement and higher employee turnover. In short, the exact opposite of what a great brand relaunch should be.

How to plan a great brand relaunch

The first critical step toward success is a thoughtful launch plan. Prior to even starting the rebranding process, ensure you are maximizing involvement from different functional areas of the organization. As part of an inclusive company culture, leadership should desire and encourage participation in the process from a cross-functional team. They represent valuable, real-world input on the value proposition your organization offers its customers and the day-to-day reality of your employees. A rebranding effort undertaken without this input is as effective as renovating a house blindfolded.

Rebranding isn’t just taking the old logo away and replacing it with a shiny new logo, fonts and colors. From the outset, set expectations that this is a deliberate, thorough process that will yield valuable results. Enlist the help of an e