Rebranding? Read this first!

The beginning of 2020 has been busy for us– we’ve gone through a comprehensive rebrand, taking on the new name and identity of Toggl Plan. We’re nowhere near to calling this a closed project, but we passed an important milestone when we made our new brand public in the beginning of February.

The thing is, the changes to the name, appearance, and the way we talk are the main things the outer world will notice. And often, when thinking of a rebrand, these are the focus points. We experienced this as well when we first started planning for the project– the majority of the articles and case studies focus on how to change your name and logo. 

We wondered: what other parts of our company would be impacted by our decision to rebrand? What do we actually need to work on? Is there something we’re forgetting? Where do we start?

We couldn’t find this information online so we’re sharing our experience in the hopes that it might help someone else planning a rebrand.

Rebranding your company

Every rebrand is different and the scope of the project will greatly depend on how many changes you plan to go through. Some of the questions to consider are:

Are you changing your logo? What about your brand colors and overall visual identity? Are you changing your name? Does this result in moving your website to a new domain? Are there other stakeholders involved? Does the rebrand have an impact on your product?

Answer these questions and you’ll get a pretty clear idea of the magnitude of your project.

Rebranding Teamweek to Toggl Plan

Here’s the background on our company and the magnitude of our rebrand:

We’re a SaaS tool Our rebranding is 1/3rd of a massive rebrand project that includes also our sister companies: Toggl, the time tracking tool and Toggl Hire, the candidate screening tool. This means there’s a lot of coordination with many people involved. With the rebrand, we changed our logo, visual identity, name, messaging and tone of voice. The change itself was not huge – we didn’t make a 180 in who we are. But we found clarity in how to communicate it cohesively. We also changed domains and moved to a shared domain with our sister companies. We did not change our product more than the cosmetic improvements required by the above-mentioned updates. We hired an agency to help us create our brand direction, identity and tonality.

The to do list below is based on our experience. If your rebrand does not include all the changes we went through, you’ll likely be able to ignore some of the items on the todo list.

The whole project, from the first mention to now, took us roughly a year. But the active work took place between August 2019 and February 10th, 2020, our launch date.

Create a rebrand to do list

If you change your visual identity, company name, and as a result, the domain, it is fair to say every person in your company will be involved in the rebrand.

If you’re like us, you might find it hard to imagine everything you’ll have to do within the scope of this project. Below is a preview of all the nitty-gritty work that needed our attention during our rebrand project. 

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