While rebranding a company can be exciting, it also represents a major change which some people are naturally inclined to resist. To get your employees excited about a new direction, educate them about your plans, set clear objectives and involve them in the process. The more employees feel an ownership in the rebrand, the greater the potential for success.
A rebranding announcement will sit better with employees if all elements of the strategy are well thought out in advance of the news. Gather all your employees in a single place to announce what the rebranding efforts mean to the entire company. Later, gather employees in smaller groups to talk about how the rebranding will impact individual departments. Provide information about why the rebranding is necessary, what the ultimate outcome should be, and how the strategy will have a positive impact on the company and staff. Provide timelines for implementation to get everyone focused.
Let employees know what to expect at each point of the rebranding process. Each department will likely be involved in a different way, so convey individual department responsibilities as they pertain to your objectives. For example, the marketing department will be responsible for developing new marketing materials to reflect the rebrand, while the sales department will be responsible for promoting the new brand to customers. When people have an understanding of their roles and responsibilities, they're more accepting of change.
Major change initiatives are more effective when employees feel they're involved in the process. Solicit input about rebranding efforts and give employees the opportunity to be part of the process so they're further invested in the outcome. For example, host internal focus groups to evaluate the effectiveness of new logos, colors and marketing messages. This shows employees their opinions are valued.
Get Group Buy-In
Call together employees who are well-respected leaders in the organization and ask for their assistance getting colleagues to buy into the rebrand. When people are on board and enthusiastic about a project, they can influence others to follow suit. As employees start to see colleagues embracing new concepts, it can smooth the process and make everyone commit to achieving a positive outcome.
Maintain the Momentum
It can be easy for staffers to get complacent once they reach a certain point in the rebranding effort, but don’t allow this to happen. Let it be known from the start of your campaign that the rebrand will include a full integration, all the way from how employees answer the phone to the company’s new slogan. Make sure employees maintain a positive and proactive attitude to ensure the project meets all of its goals and timetables.
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