How Do You Discuss Rebranding with Your Staff?
May 03.2013
Archived under: Strategy 

Sometimes, your brand is unavoidably in need of an overhaul.

But as we already know, part of developing your brand is engaging your employees, and hiring candidates that embody the very heart and soul of that brand and present it to the public.

So what do you do when that changes?

Keeping the lines of communication open is essential to stop worried employees jumping ship. Change can be scary – but good! Sometimes employees, particularly senior staff members who have represented the organization for a long time, need reminding of that. We’ve discussed that the lack of candor in the workplace can be incredibly damaging, and this goes for communicating your decisions to the in-house staff as well as to the public. When it comes time to spring clean your brand, consider the following talk-points with your staff:

Identify.  Be clear with your brand ambassadors about why the change is needed. What isn’t working? Is the company undergoing a merger? Is the current branding outdated? Is the organization expanding? By clearly identifying the reason for the change, you can help employees get on board with it.

Explain. The next step is to explain what’s in store for the new brand. What will it mean for the company’s image as a whole – a new logo? A new colour scheme? A new mascot? Then go into specifics about what it will mean for personnel. If there’s a new uniform or social media policy about to be implemented, tell them! And most of all, explain each change with excitement and enthusiasm to negate any potential apprehension.

Reassure. A brand is the quintessential representation of a company’s business ethics and values. Reassure your staff that although there may be changes, there are certain core ideals that will remain the same. For many employees, the love of a company and what it stands for is one of the reasons they choose to work for it. The thought of this being changed or modified could cause nerves, and could ultimately lead faithful ambassadors to walk away, or become active in other ways (remember the HMV firing twitter hack?). Reinforcing the re-branding in a positive light will diffuse tension and arouse the same loyalty and respect for the company that’s always been there.

Answer. Take the time to ask for employee feedback, and answer any questions. This can be done via roundtable discussion, online discussion or via anonymous feedback forms depending on the size of your organization. This will allow you to iron out any miscommunication so that when it’s time to unveil your new branding to the world, you can do so with a united personnel front.