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How to bring staff on your re-branding journey
Chris Dale • Mar 13, 2019
Re-branding is a challenge for any business.
It involves the creation of a new brand for a business that already has an established brand in the market. A re-brand can be required for many reasons – due to a merger or acquisition or because the business has changed and it needs a new brand to differentiate itself.
The road to successful re-branding is fraught with potholes and speed bumps. Having managed this process a number of times, I thought I would share some techniques to ensure a smooth re-branding journey and deliver an effective brand that’s supported by all staff.
Get your staff on-board first.
To staff outside of marketing, branding can be a difficult concept to understand. In my experience, many general staff do not understand brands and why they are important to a business. The important point here is not to confuse staff with branding theory – instead, tell them what the re-branding will mean to the business and its future success. Teach them why the brand is an important asset and how re-branding it will improve the success of the business.
Include junior staff in market research
Effective re-branding requires market research including in-depth interviews of staff members. A common mistake is to only interview senior management and not junior staff. Apart from providing a better research outcome, junior staff will feel valued and take more ownership of the process. You will also find they are more supportive when the brand is revealed.
Make all staff brand managers
It’s a misconception that the marketing department is totally responsible for the brand. Each and every staff member must see themselves as brand managers. Give authority to all staff to be custodians of the brand and watch them take pride in their new role. You’ll find they engage more with the new brand and will develop an understanding of its importance to the business.
Give updates along the way
Once they are on board, update all staff on the progress of any re-branding project. This doesn’t mean showing them and gaining approval for various design concepts. Just keep them updated by the way of a company blog or internal communication that shows their feedback is being put to good use.
Sing from the same songbook
Once you’re ready to show the new brand, everyone from the business owner down must be “singing from the same songbook” – that is being consistent with what they are saying about the new brand and its benefit to the business. Branding projects can be severely undermined if the owner doesn’t show leadership or isn’t clear on what the new brand represents to the business.
If you are looking to re-brand your business, the keyword is engagement. Engage your staff, take them on the journey and you will have staff that are passionate about your new brand and your business.
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