Speaker 1: Let's talk about how to launch your brand new brand the right way. So once you're finished with your branding process, you're ready to share your brand with the world. Right? You got your new logo, you got your new colors, fonts, everything in place. But the first place you should share it is internally. Now if you're a solopreneur, this doesn't really apply, but chances are that you have at least one more person on your team. And if they haven't been part of the rebranding process, then you should definitely get them in line with you. You want to get buy-in from your team, gaining the support from the internal stakeholders, whether it's other managers at the different locations or actual team members in your location. Who those people are depends a little bit on the size of your brand. Sometimes it's just the employees at your location. Sometimes you have different doctors at different locations and different employees at different locations, managers, maybe even franchisees. If you're rebranding and you're starting a franchise, you want to make sure that they are on board with the whole rebrand as well. These individuals play a pivotal role in conveying your brand's message because they will ensure its consistent implementation across the organization. You can't do it by yourself. If nobody else knows what's going on, it won't be successful. They need to understand who the brand is and everything about it. Everything that you created in your brand strategy, they need to know and understand. So the first step is to get that buy-in from the team. This is crucial, especially to those, like I said, who weren't part of the rebranding process and they might be resisting that new brand a little bit. Common challenges that I hear from people about bringing the new brand to the team include fear of the unknown. So your team might not be sure how this new brand affects their own role, how they fit in to the new brand. And you know, change is always a little bit scary. They might also feel a little loss of identity because they might have some emotional attachments to the old brand. So that makes it a little bit difficult for them to embrace that change. You need to acknowledge their sentiments. You might have the same feelings and emphasize the evolution of the brand rather than it's just a complete overhaul and it's just something completely new. It's an evolution, right? You're growing and this is a sign of growth. So if you explain it that way, it might be easier for them to go along with it. There also might be a lack of understanding. So miscommunication can lead to misconceptions about the rebrand's purpose and impact. So you want to be very transparent about the reasons behind the rebrand. What are you hoping the benefits might be? And you want to explain how your new brand identity aligns with the company's vision. In fact, explaining the purpose and the vision of your brand is how you're going to get them on board. And if they don't feel inspired by that, then there might not be the best fit for your brand or for your team. If you can't inspire them with the vision that you have or the purpose behind the brand, then you might be looking at finding a different person soon because you want people to be excited about where you're going and why you're doing what you're doing. So training your team on your new brand and strategy is crucially important. That's step two. You should give an initial training on your brand and allow them to ask questions, voice concerns, etc. Your external brand will only be as good as your internal brand. So don't skip this part. It's not good enough to just tell them, look, this is our new brand from now on. Here are the fonts and all those things. You need to explain it. You want them on board. This is how you can create an emotional connection with your team. That's just as important as creating an emotional connection with your audience. If you do this right, they will be willing to work more hours for less money if they feel aligned with your brand's purpose and values. It's true. There's been studies about this. People that feel aligned with the values, they feel like they share values with the brands they work for. They're willing to work for less money and they're willing to work more hours because of that alignment. It's because they really believe in it. But you also need to include your brand strategy in your regular trainings. So you did one big one. You explained your purpose and you got everybody on board. But you also need to do recurring trainings that can be little ones like weekly trainings. And it can also be regular bigger ones. You don't need to go over your entire strategy every week. But I would definitely remind them of the purpose regularly, because that's the inspirational part. They need to know your mission and they need to know your values by heart. Maybe pick a different core value to focus on as a team every week. I mentioned this one before. Train them on how to recognize your ideal clients. That's also a big one. If there are still open questions in your strategy, things that you're not sure about, that you don't know about your audience, for example, train your team members on how to ask the right questions and collect the data that you're missing. This can also be a weekly task. You can have whiteboard questions. They're really great for stuff like this. Or it could be something you ask when your clients or your patients first come in. Hey, Mary, this week we're talking about local restaurants. What's your favorite place to go to? You just have to train your team members on, first of all, asking the questions and second of all, not just nodding their head and saying, oh, that's nice, but actually collecting that data so that you can use it later in your strategy. And then maybe every six months or so, you have a bigger training again. Just getting everybody's feedback, seeing if you're still going the right direction, if everybody's implementing the strategy properly. I recommend you do a brand strategy review at least once a year anyway. So after that is a great time to go over it with your team as well. And of course, you have to give them access to all the new branding tools. Copywriters need access to the core messaging and the storytelling framework. Designers need access to the brand style guide, as well as all your new logo files. And if you have any other brand files, by the way, we're in the process of creating a logo portal where all your logo variations and colors and some of the brand style guidelines live. This is especially useful for brands that have people in different locations. For example, employees at different office locations or maybe have virtual assistants or your designer or your content creators are somewhere else. Or if you have a franchise, it just makes it easier to share those files without them getting lost. And the portal makes it really easy to find the right file for the right project. So if you're working on your website, it's easy to find the online logos. If you're trying to create a t-shirt or something, it'll find you the right logo files in that portal. Even if it's just you and your CA, this is going to be useful because you'll have all your logos in one spot and you'll never have to find the logo file to send to your printer or designer. All you have to do is send them to your logo portal and you're set and they can find the proper ones there. So you can either share the whole portal with them or you can share single files with them. Forget about Google Drive where your logo gets lost between all your other documents. This is going to be so much better. If you're interested in this, just reach out to me and I'll show you a demo of how this works. It's going to be a super low price, probably like 15 bucks a month or so, and a setup fee to get all your logos uploaded and get it ready for you to use. So just reach out to me if this is something that might be of interest to you and your team. So you gave everybody access, they're trained, but it's a really big job to switch your visual brand over. Again, it depends a little bit on how big your brand is and how old your brand is, how long it's been around. You want to probably create a new website, updating your logo everywhere, creating new branded content, new uniforms, signage, office decorations, merchandise. I mean, there's so many things that might need a rebrand or refresh. You want to assign roles to people to make sure everything is covered. You need a big fat list with everything that needs to happen. And then you need to delegate who takes care of what. You want to leave all the places your logo is hiding. I know from experience how this goes with a rebrand. By the way, I have a what I call the ultimate branding guide. It's one of my lead magnets I have on my website, but it would be really helpful for this as well because it's like a collection of all the places that you might have to rebrand if you just changed your visual identity. So if you're looking for a list of touch points, that might actually be super helpful. I will share this in the Facebook group. I will share a link to this ultimate branding guide for chiropractors. So you can go through this and see if you've been missing something. I shared before that I forgot about the logo on my scheduling software before because it's entirely client facing. I don't see that on my end. I don't see my logo. It's only visible if you're trying to book a call with me. And I probably had my old logo on there for like six months after my rebrand until I came across it accidentally and finally changed it because I totally forgotten that it was there. It's important that you have a list of all the touch points. So maybe go through your audience's journey, how they find you and all the touch points they have with your brand, from your forms to scheduling software and all those other things, your email newsletters, there's many different ways people have a touch point with you and all these need to be branded the same way. And of course, you want to establish feedback channels for your team so they can share their thoughts and concerns. This will also give them a sense of involvement, right? So ask them to share, for example, who on the team behaved especially on brand during the week. That's something that you can encourage every week at the weekly meetings, for example. That encourages them to pay attention to how they show up as the brand, but it also encourages them to pay attention to the other people on the team and notice, oh wow, they did something that really fit our brand and then they might adopt it themselves, right? So they can pay attention to their own behavior as well as that of others. But also leave the door open so they can share their thoughts and concerns about the new brand and how it fits and how things are working. You really want to emphasize how important consistency is. It's always been important, but with a new rebrand, it's more important even now because now you're trying to switch something, right? Your clients are used to something and you're switching on them. So not flip-flopping back and forth between the two is really, really important. You want to make sure that you're aligned not just visually, but also in your messaging. And it needs to be across all the channels, whether it's online or in real life. And that will ensure that everyone within the organization, everyone within your business and on your team communicates the same brand story, the same message. And this consistency will build trust and help the customers and even business partners understand your brand's values and what you offer. When your team is aligned, the team members become brand advocates. I'm going to talk about the whole idea of employee branding and employer branding. Maybe I'll do a separate masterclass about this because I think it's important. Their support positively influences client interactions. They're the ones that talk into clients too, right? That's really, really important. And it reinforces your brand's authenticity. So you want to make sure that they're all on brand. It'll be more memorable and more compelling to your clients. And misalignment, on the other hand, can lead to confusion and disjointed customer experiences. Obviously, that's something you want to avoid. But this consistency is something that needs to be practiced, and it will grow and get easier over time.