Culture, News

What really makes a brand launch happen?

Annie Steur
Annie Steur
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It starts with small hints you hear about a company: They’re getting a new logo. They’re  redesigning the website. They want to more accurately represent who they are as a company, visually. And then one day, it all just appears.  Like magic, right? Not even close!

Companies rebrand every year. I’ve been through my fair share of new logos, brands, and corporate images over the years. But I had never been part of a rebrand effort where everything changed overnight like it recently did here at Bandwidth.

What makes the “magic” happen? It turns out, a heck of a lot.

Once leadership at a company decides to make a change, there are (seemingly) a million little pieces that need to come together. A graphic designer starts working on logo concepts full time. Other graphic designers step in to bring more ideas. It’s brainstorming meetings, concept reviews, discussions about colors…how will the logo design look when printed on apparel? Getting a brand identity just right takes time.

While the logo and brand concept is being fully fleshed out, others look at everything that will need to be updated.

  • Business cards
  • Corporate website
  • Ads
  • Social Sites
  • Physical Signage
  • Letterhead
  • Collateral
  • Promotional Items (you know, the stuff – pens, t-shirts, water bottles)
  • Nameplates on cubicles, just to name a few…

 

For months, numerous employees plan, design, quote and order. For most everyone else at the company, it’s business as usual.  Supplies are ordered and kept in back closets. Copies of everything posted to a website are created with a new logo and kept on file.

The week before the launch everyone is in hyperdrive. While some are keeping track of the items that will need to physically change at offices and scheduling a weekend overhaul, others are testing a development website.

 

And then… it’s time.

 

Now, Bandwidth is special. Bandwidth firmly believes that employees should go home at night and not work when they are not at the office. They won’t call you on vacation. Ever. So, when they ask you to work on a weekend, or even in the middle of the night, you don’t mind; you’re even excited, because you know this is rare and a very important request.

Over the weekend, new signs go up on the inside and outside of the building, employees all have new business cards placed on their desks and anything and everything that had the old logo is replaced with the new.

And the website changes. After months of designers and developers working tirelessly to create the new site, it’s now all hands on deck. When it’s go-time, after all the testing of the dev site is said and done, and the website is pushed live a little after midnight on Sunday night, there are interns, managers, contractors  – even the CMO – all online, all testing and honestly having a great time working together through the wee hours of the night.

And on Monday, as if by magic, a new brand is revealed.

New brands happen with an amazing amount of hard work and planning. That’s true at every company. At Bandwidth, a new brand also brought out a strong team spirit and a sense of excitement that would make anyone love their job.