11 STEPS for a Smooth Brand Launch

Step 1

Make it “official.” The mayor and city council can vote to adopt the new brand to replace the old one.

Encourage City employees to update their email signatures to display the new Holly Springs logo. Local brand ambassadors may want to coordinate a day when everyone moves to the new logo together so that it happens simultaneously.

Step 2

Adopt the New Brand Share Brand Design Files with Partners

Key community partners will need access to the new logos, fonts, and colors. The Holly Springs Branding Dropbox folder provided by the Institute of Government team can be shared easily; just open the folder, right-click and select “share.”

STEP 3 Brand Launch Event or Announcement

Many communities like to celebrate the adoption of a new brand by revealing it at a special event. This can be a stand-alone event, or the reveal can be incorporated into another event, such as an annual parade or festival.

Step 4 Step 7

Merchandise Communications

Merchandise is an important way to highlight your brand. Holly Springs could work with local businesses to create branded merchandise centered around family life, such as t-shirts, ball caps, car decals, branded porch flags, license plates, logo key chains, coffee mugs, picnic blankets, camping chairs, and new homeowners’ gifts, for example.

Step 5

Social Media

Updating the City’s social media pages is one of the fastest and cheapest ways to roll out your new brand. This is also a wonderful time to replace your key messaging (feel free to copy and paste anything from this Lookbook! ) and swap out any old photos that no longer convey your brand message or that need updating. If you want to incorporate a new catchy hashtag, now is the time.

• Share a branded PowerPoint template with City employees (shareable from the Holly Springs Brand Dropbox folder).

• If you have an email newsletter, add your new logo, fonts, and colors.

• Create new branded envelopes, letterhead, and thank-you card templates.

• Create a new branded business card template.

• Create new templates for printed materials such as forms and applications.

* Use your branded Canva templates to create beautiful social media announcements and posts (found in the Holly Springs Brand Dropbox folder).

Step 6 Step 8

Websites

Your website is like the front door to your community, and locals and visitors alike will see it. When funding allows, update your website with your new brand.

• Redesign City and affiliated partners’ websites to reflect the new brand

• Work with your website developer to improve your search engine optimization (SEO).

Physical Items

• Update staff name tags.

• Order new embroidered staff shirts.

• Update City and affiliated partner vehicles.

• Update signage at municipal facilities like Holly Springs City Hall.

• Create a branded City flag with your new logo.

11 STEPS for a Smooth Brand Launch

Step 9

The Print Shop

• Design and print updated promotional brochures.

• Design and print new magazine advertisements.

• Print updated letterhead and envelopes.

• Print updated visitor guides and maps.

Step 10

Around Town

• Update gateway and wayfinding signage to feature the community brand.

• Install branded light pole banners.

• Commission new murals that reinforce your brand’s look and message.

STEP 11 Co-brand with Partners

Scan the QR Code to Download the Holly Springs Lookbook

• Example: Insert City branding on Holly Springs’ promotional materials and websites and include festival branding on the City’s promotional materials and websites.

• Example: Co-brand with surrounding communities that have local attractions.

• Example: Work with local hotels to place branded promotional information in their lobbies or rooms. Inform hotel employees about what to tell their guests to do in Holly Springs.

• Example: Work with locally owned businesses to promote their products or services with branded merchandise.