Now that you have your exciting new corporate brand, do you know how to roll it out across your organisation? Take a quick look at a presentation I prepared on the Brand Audit topic for some key considerations to quickly and efficiently apply your branding across your organisation.

1. The Brand Audit Process
Now that you have your new brand, do you know
how you are going to roll it out across your business?
Presented by Chailee Richards
Branding and communications specialist
P | 0439 511 338
E | chailee@twentytwenty.net.au

2. What strategy will we adopt with our
rollout?
Start by considering how big of a change you are making and
how your stakeholders might react.
Ask yourself: How much loyalty do our stakeholders have to
our old identity? How much time and resources do our staff
members have to dedicate to rolling out the rebrand? Is there
an event or moment in the coming year that would make sense
to roll out the new brand to our community?

3. Who needs to be involved?
Identify key personnel who are best equipped to identify
existing materials needing to be updated in the new style to
form a working party (or similar).

4. What is the best process to engage key
personnel?
Is a one on one meeting where the team leader sits with each
member of the working party at their computer to go through
the shared drive to identify all materials needing to be included
the best method?
Can the working party be left to their own devices to go
through the shared drive and knowledge bank to develop a list
of materials needing to be updated?

5. How do I communicate what is
required to personnel?
Send a generic staff communiqué advising that the new logo has been
approved and work is currently underway to produce corporate
stationery and key marketing collateral. Also include information
regarding an internal audit that will take place with select staff on a
working party, and that their input may be required in the coming
weeks.
Send working party a communiqué outlining the process required for
the internal audit, what materials they need to consider may need to
be included in the audit. Decide on the best method for determining
materials needing to be included on the audit list.

6. What is the best way of collating
materials needing to be rebranded?
Decide where and how materials will be collated as part of the
rebrand rollout exercise. Should a folder on the shared drive be
created where electronic materials can be stored? Is a
spreadsheet required for key personnel to develop a list of
materials needing to be rebranded?

7. What information needs to be captured
about each item requiring rebranding?
Materials will take many forms, therefore you will need to consider
whether the item is electronic, or what material the item comprises
(ie: metal, wood, plastic etc...), dimensions, what information is
contained within each item, do images or samples of the image
exist? If images are available electronically, reference URL’s or file
folder locations are essential.
Essential to this stage is the item owner – the person or persons
who have authority to approve any rebrand work undertaken
on each item.

8. What approvals process will be
adopted as part of the rebrand rollout?
Develop roles for key personnel involved in the rebrand
process. Who needs to be involved in artwork approvals?
Who has ultimate authority?
If materials are identified in time that need to be updated with
the new branding, who will take charge of this work? Who
needs to approve this work being undertaken?

9. How do I prioritise rebrand work
required?
Once the finalise audit list is approved, engage with marketing
consultants to develop a staged approach to updating materials in
order of priority.
Determine which materials require external design services and
develop a budget for producing these materials.
As above, who has authority to approve artwork for items requiring
rebranding.
Develop timeline for updating the materials on the audit checklist.

10. Train your staff and Board on the new
brand.
Your staff are your brand’s ambassadors. They need to
understand and feel excited about the new brand so engage
them in the journey. Walking staff through the new brand and
guidelines for its use will make staff feel more confident in
applying and promoting the new brand.

11. Out with the old, in with the new.
Identify where old brand relics (ie: logos, document templates
etc...) may be hiding within staff computers. Have these
materials removed and replaced with the correctly branded
materials.
Make it easy for staff to put their fingers on the most
commonly used brand materials. Where is the best place to
store the new materials?

12. Engage your stakeholders
Once your brand rollout strategy has been determined, decide
the best way to introduce your stakeholders to your new brand.

13. Contacts
Chailee Richards
Twenty Twenty Marketing
A | PO Box 511 Wanneroo WA 6021
M | 0439 511 338
E | chailee@twentytwenty.net.au
chailee2020
Twenty Twenty Marketing
chailee2020