Q: How does one create a cohesive flow in transitioning to a new brand? Where does one begin?
A: This is a fantastic question! Personally (and I am not saying this is 100% the only way to do this), I opt for a major “behind the scenes” approach.
Tell your fans that big changes are coming and leak a brand element or two along the way so that they can get excited with you. But, on the whole make your big reveal a big huge deal! One night you make the big switch and the day of, make the big announcement.
You might even consider throwing a launch party and invite all your past clients and business associates. Make it a real celebration. After all, you have worked really really hard to get your new brand up and running.
Even if you don’t want to go quite so extravagant, I generally think its pretty great to also have a bit of a marketing plan in place to give things away and thank your fans for their loyalty. This both creates awareness of your new brand as well as fosters continued loyalty.