Consistency is important in your branding and advertising. From time to time it is good to do. But you could simply do this and increase the benefits for your brand.
A popular method is the shock method. But this is risky. So when you are launching a new logo or doing a complete rebranding, why not engage with your social media following? Send a sneak preview, hold a contest.
Your following will feel appreciated and, more importantly, your existing fans can provide you with very valuable insights.
After the launch of your rebranding, you should always be open to input. Is the navigation going fine or not. Is your site mobile friendly?
By standardizing everything, you can create more media value. when the rebranding is there add new social media platforms that people are not always on. Add your venue on Foursquare. Hold a campaign with a free give away to get more users on it.
By doing this you will improve your brand visibility. For more tips consider the social media course.