How to Introduce a New Logo to a Customer Base

If your company is considering developing a new logo to aid in your brand development or to reflect a company name or structural change, it is important to consider a strategy for how to introduce that logo to your current customer base. Current customers who are familiar with your existing branding efforts are the first hurdle in making the transition to your new image. Here are a few tips for how to introduce your new logo to customers successfully.

Difficulty: Moderately Challenging

Instructions

1. Plan for it. Don't leave the launch of your new logo to an arbitrary time frame based on when your branding agency can complete the work. Plan ahead and establish a specific target date for launch that will fit logically into your marketing plan. Explain your goals to both your designers and your marketing and support staff. Make sure each has a schedule in place to accommodate your launch date.

2. Make it a clean transition. Don't muddy your marketing message by using your old logo and new logo at the same time. Doubling up will weaken the launch of your new logo and confuse your target audience. Coordinate with your marketing staff, website development company and other vendors to make sure your new logo can be unveiled in your signage, brochures, website, uniforms and other marketing materials on your launch date.

3. Introduce it to your staff. Before your new logo launch date, schedule a time to introduce it to your company support and sales staff. Present your staff with corporate clothing and promotional items like polo shirts, briefcases, notepads and other items used in their interaction with customers--all embroidered or printed with your new logo. This investment will allow your employees to be champions of your new look. Team members who are sold on your new logo can more easily sell it to others.

4. Prepare customers for it. Begin letting your customers know that a change is coming several weeks or months before your actual launch date. Use a series of teaser email blasts, newsletter mailings or postcards sent to your customer list to count down to your brand transition. This approach prevents your customers from being taken by surprise with your new image. It will also help them to feel like insiders in the process. Developing an intentional launch campaign also gives you the opportunity to explain any company structure changes that will be implemented along with your new logo or to reassure customers that although your image may change, your approach to customer service and quality will not.

5. Announce it. Prior to your new logo launch date, have a press release ready announcing the change. Also, consider running advertising specifically highlighting your new logo to coincide with your launch. These announcement will not only alert your customers but the marketplace at large.

6. Stick with it.

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