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When to publish Trialforce branding

We are overhauling the branding on our application and want to make sure that we time the new Trialforce branding with the point our new app version is associated with the sign-up form. I have updated the Trialforce branding, but do not want to publish it yet in case it is applied to trial signups with the old branding - - we are 2 weeks away from the new app version being available in Trialforce.

So, the questions is, when I hit the publish button on the Trialforce branding, when is the new branding applied? Is it:
a. Immediately? OR
b. When I create the next trial template? OR
c. Some other point?

Thanks in advance