said 1 year, 3 months ago:
Back in a former life, we used to get a steady stream of work like this & the process usually entailed:
1) eBlast out to let people know the “exciting changes brewing”
2) we’d engage existing customers for their thoughts & opinions on proposed names changes (through those initial emails, started to develop some ideas around how to market & position based on the demo info provided by the customer… a little sneaky, although I thought it clever)
3) when we would get closer to a logo, we’d send out a couple logo concepts with different color palettes to see which resonated better (also gathered some info on the psychology of the customer in why they’re attracted to certain things over others… a couple instances led to some reconfigs of the end caps we worked on… (I love how there’s a learning experience in almost everything)
4) for those that provided feedback, when we realized the final design, that “Check Us Out Now” eBlast would thank the people who provided input (First Name, Last Initial) & offered them a tasty little promo code. Then when a bunch of other customers contacted us to say that they had sent us something in & we must not have gotten it… spammed… bumped… blocked… we converted them with a code that was lower as a way to give em something before releasing the promo site wide for the public.
Not sure if you have the luxury to do that… but we found by that early engagement & keeping them updated… created quite a bit of buzz around a couple of the clients. On a couple others, eh, customers didn’t seem to care… unless they had some kind of personal or emotional investment in the brand; out of the 10 active processes that I was involved with… 6 benefited from bringing the customers into the fold… 2 were so-so & 2 didn’t seem to care…