Learn How to Optimally Manage a Rebranding Project
In November 2014, our firm Bradley Arant Boult Cummings LLP embarked on a website redesign, and several months later, at the request of our marketing and business development committee, we undertook a firm-wide rebranding. Approximately 20 months later, we had met our milestones and launched our new, singular name brand, “Bradley,” as well as our new website. There were successes and setbacks along the way, but in the end, we triumphed. Having come out the other end of this makeover, we would like to share what we learned along our journey in a three-part series, to help other legal marketers and law firm professionals apply the knowledge to their own large-scale marketing projects.
In the first installment of our Rebranding 101 series, In the first installment of our Rebranding 101 series, we wrote about whom to bring to the table at the outset of your law firm’s rebranding effort; and in the second, we discussed what parties to include in the rollout of your new brand. In the final article in our series, we discuss how to manage a project of this magnitude, including defining the scope, setting a budget and establishing a timeline in a way that allows for some degree of flexibility.