How to Create Consistent Branding Throughout Succession Planning Process

As you continue your ongoing goal of onboarding new team members and expanding your book of business, it can be easy to lose sight of the initial values that
attracted clients to your company. Here are some of the steps you should take during the transition to keep your company on track with your marketing and branding!

Meet Internally and Craft a Plan

Before you reach out to any clients, meet as a team to discuss the best messaging for your first few interactions. Often, a business transition causes stress on the client side of things, so take the time to align your talking points and mirror their existing experiences with the company. As often as possible, involve their previous points of contact in the new discussions, as these trusted advisors can create a bridge between the old and the new.

Go Back to Your Roots

After you’ve completed the initial steps of your transition, take a step back and think about the initial plan for your company. If you have old emails or marketing materials, this is a great time to review them and look back at what helped your company to grow. Though your new round of marketing and branding materials don’t have to be a complete match, your existing clients may be more comfortable to see previous values communicated clearly in your new marketing.

Meet with New Employees to Communicate Values

To ensure that new employees will champion the standards of your brand, schedule an all-hands-on-deck meeting to explore the company values. What sets you apart from the crowd? What does your ideal client need from your team? How can you take your customer service to the next level? Bring these questions to the top of your employees’ minds so they are aligned with both the company’s origins and future goals.

Reach Out to Valued Clients for Feedback

While you should have already discussed the transition with your existing clients, you may not have had time for a post-mortem examination of everything they loved about your previous company. Take the time to ask what attracted them to your brand, what they need most from your new team, and if they would recommend any changes. Taking time to hear the feedback from your loyal clients will help you evaluate if any changes need to be made, or if you can continue the course with your existing branded strategy.

Be Open to Change

While many companies want to keep everything consistent during a major transition, it can also be the perfect time to shake things up. If you weren’t happy with your previous logo, slogan, or design, it’s the ideal time to meet with a specialist and ensure your company gives the best possible impression. Involve all of your team throughout these changes to accumulate multiple points of view and reach out to trusted clients for their opinions as well.

As you complete the transition of your company, it is essential to outline your branded messaging and keep all team members on the same page. Creating this consistent messaging will craft a smooth transition for all parties involved, including your trusted clients!

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