How to Update Your Assets During a Rebrand

How to Update Your Assets During a Rebrand

Rebranding is exciting. It’s also a lot of work, and while most of the attention goes into the effort of the rebrand itself, what comes after can be just as overwhelming and time-consuming.

We’re referring specifically to updating all of your assets after a rebrand.

There are so many aspects of your business’s asset inventory spread across multiple channels, which may include videos, podcasts, brochures, blog posts, mobile apps, website presence, directory listings, autoresponder email campaigns, and more.

There are marketing materials, sales materials, product education materials, and onboarding materials. You may very well have hundreds or even thousands of asset updates you need to make.

So how do you know what to update and ensure that nothing is missed?

We can help with that. If your brand identity recently got an overhaul with a rebranding, whether it was brand messaging or visual identity, we’ll show you how to identify, update, and categorize your new asset inventory to ensure brand consistency.

The Value of Brand Consistency

The benefits of brand consistency aren’t hard to see.

You want every aspect of your brand to be aligned, and that’s particularly true after a rebrand. Consistency is essential to build a solid brand reputation and brand recognition.

It’s a bit like dating. If you’re dating someone and their personality or even their entire style was switched up a few dates in, you’d be confused and put off… even if you like the new personality or style. That’s what happens when you fail to update your brand voice, brand messaging, or even the visual elements of your brand.

Without consistency, you could end up confusing your target audience. It also can look unprofessional, disorganized, or even lazy to have some materials with out-of-date branding; even if it’s something as simple as a product education video that uses the old brand logo instead of the new one, it can look like you’re not fully invested in the brand (or the business).

Why You Need to Conduct a Brand Audit After Rebranding

We know that brand consistency is important, and a brand and content audit post-rebranding can help ensure that consistency.

Rebranding, after all, isn’t just about getting a new look or doing something different for new content— you need to adapt older content that already exists, too.

Keep in mind that your digital presence likely includes many assets across many different platforms.

That’s a ton to keep track of, especially once you have multiple team members involved in the updating process.

As a result, you need a formalized content system to ensure that everything is updated as soon as possible (and effectively as possible) after rebranding. You don’t want to end up with a high-value sales material being out of state and looking inconsistent, and only finding it when your team needs it.

A purpose-built software solution like Content Camel is a powerful way to organize your sales assets in one place, categorize them for ideal use, and empower your team to always make the best impression and close conversions. We’ll talk more about this in a minute.

What’s Impacted After Rebranding?

After rebranding, expect for some (if not many) of the following assets to be impacted and require updating in some way:

  • Ad images
  • Videos
  • Podcasts
  • Blog posts
  • Whitepapers
  • Ebooks
  • Templates
  • Mobile apps
  • Website
  • Email templates and established campaigns
  • SMS messaging
  • Directory listings
  • Digital pitch decks and brochures
  • Pricing materials
  • Contracts
  • Social media accounts

How to Conduct a Brand Audit & Cataloging of Assets

Ready to get started with your brand content audit so you can catalog your assets and determine what needs to be updated? These five steps will help you track every asset in your catalog and detail how to organize and prioritize the updating process.

1. Make a List of All of Your Content

The first thing you need to do is to create a list of all the content your brand has, including what channels you have and the types of content. You can get started with our sales content audit template for this purpose.

It’s important to make a list upfront because it’s thorough; it’s easy to miss things once you start adding items to a content management system, but mapping out your entire asset inventory upfront can reduce the likelihood of this happening.

Reach out to sales, marketing, customer service, and product development teams— basically everyone involved in sales enablement. Ask what assets they have in total. Marketing and sales will likely have the most, but anyone involved in creating or storing content that external clients see should be considered.

2. Add All Content to a Centralized Content Management System

If you’re not already using a content management system, you want to change that. It’s essential for rebranding, but it’s an important sales enablement tool that you really want in your tech stack year-round anyways, so now is a good as time as ever to get started if you haven’t already.

Choose a management system that comes with the following features:

  • Content organization for diverse types of content, no matter where it was published online
  • Tagging for collaboration with internal team members
  • The ability for team members to request content edits or creation from other teams
  • Labels and categories
  • Shareable links
  • The ability to share with internal and external team members
  • High-powered search functions

Content Camel offers all of these features and was designed to help brands keep up with their entire asset inventory while streamlining collaboration. It is easy to review, categorize, find, and collaborate on content with our tool. See how it works here:

Add all of your existing content— including both internal and external resources— to the content management system of your choice.

3. Add a Label to All Out-of-Date Items

As you’re adding items to your content management system, you’ll want to add the assets to the correct category (like the type of content it is) and label it accordingly.

All out-of-date items that _don’t _reflect the new branding should be labeled accordingly. You can use a label like “Needs rebranding.” Moving forward, as your internal team works through the content library, they’ll be able to view all content with this label and work through it in an efficient way, ensuring nothing is missed.

When looking for items that need rebranding, make sure you review each content’s:

  • Brand voice
  • Visual branding, including brand colors, style, font
  • Brand logo
  • Product names
  • USP and/or taglines
  • Pricing
  • Audience targeted

4. Note What Needs to Be Updated on Each Item

As you’re cataloging your content when uploading, make a note of what needs to be changed. Is it the brand voice? The logo? The USP focus? All of the above and more?

Take notes of what needs to be changed for each resource. Ideally, you should have a checklist for content review that your team can use to make sure nothing is missed. Ensure that you do have a brand voice and visual style guide on hand so that your team can reference it as they’re combing through the content.

At this point, you may also realize what is missing. Do you need new resources targeting new audience segments that you want to reach? Or maybe you need pitch decks for that new audience. Send a message to the marketing team through the internal “Wish list” feature to let them know what’s needed and what it must include.


5. Prioritize Updating Assets Based on Need

You know when you’ll be rolling out your rebrand— ideally, you’ll have all assets completed within that time frame, but sometimes a library of content is so extensive that lower-priority items may need to be updated after the fact. Examples may include older blog posts that need a full refresh anyways, or a brochure that’s distributed for an annual event.

Think about your highest-priority assets, and make a note to optimize them first. Examples include:

  • Pitch decks
  • Onboarding materials
  • Product education videos
  • Marketing campaigns
  • Sales email templates
  • Website pages
  • Messaging templates
  • High-value product pages, landing pages, and content pages

Create a timeline for when the updates need to be done, and make sure that those timelines work for everyone involved (including the team that will be doing the updating!).

Final Thoughts

Rebranding risk is a daunting process, and there’s no denying that there’s serious execution risk involved in the process. If you already have a well-developed brand with a lot of assets spread across, departments, platforms, and channels, it’s essential to get everything in place.

But rebranding doesn’t have to destroy your brand consistency. If you do it properly, you can keep what works, while upgrading over time. The right tools like Content Camel can help ensure a seamless transition, getting all of your team on one page (and your content connected across the new rebrand!).

Ready to organize your content assets like never before? Start your free trial with Content Camel here!