Boost morale during a rebrand by fostering open communication and sharing the vision to reduce uncertainty. Provide clarity, celebrate milestones, and highlight their role in the rebranding journey. Involve the team in decision-making, offer training to build confidence, and focus on the opportunities the rebrand will bring. Encourage teamwork, creativity, and shared success to maintain motivation.

Boosting team morale during a company rebrand starts with communication and inclusion. At Pixxis, we prioritize explaining the "why" behind the rebrand, connecting it to the company's future and their role in it. Involve the team in brainstorming sessions or feedback opportunities to create ownership of the process. Celebrate small wins, like finalized designs or campaign launches, to maintain momentum. Recognize concerns openly and offer reassurance. When employees see the value of the change and their impact on it, they’ll feel energized and committed.

People want to know what success looks like, and during a rebrand you owe it to your team to share a well put together vision for the future of your brand. If you truly believe in the new direction, and can share how it’s based on not only sound strategy but thorough research, your team should believe as well.

Recognise that you cannot just force the love of a new brand from above - identify brand champions within the team who will share their enthusiasm and positive perspective on the rebrand with their peers. True buy-in will not come from just taking a top-down approach. Give people time to live with the new brand - sleep on it, test drive it, walk around in / with it to get accustomed to it, check it out with their friends and peers and get external validation. Accept the fact that not everyone will get on board the "new" train at the same time, and even that some will not board the train at all. This is natural.

Firstly be sympathetic and understanding, make sure the team feel heard and you can directly answer their concerns to put them at ease. Be open and honest, uncertainty and change breeds fear so having transparency eases some of the nervousness. Explain why. Why is it necessary, what’s driving the change? Help them to see the benefits (equally flag pit falls and risks to ensure the rebrand is set up for success as this is not a knee jerk decision and properly thought through) Include them! Inclusion provides some ownership and control. Including the team, taking them on the journey and getting their thoughts again helps to ease any fear as they are helping to create a successful solution.

Rebranding can be an emotional and challenging process for a team, as it often involves change, uncertainty, and even a sense of losing something familiar. Here’s how I would support my team during this time: 1. Acknowledge Their Feelings • Openly recognize the challenges and emotions the team might be experiencing. • Create a safe space for team members to share their thoughts and concerns without fear of judgment. 2. Communicate the Vision • Clearly explain the why behind the rebranding. Help the team see the bigger picture and how this change aligns with the organization’s growth and goals. • Share how their efforts and input contribute to this exciting new chapter.

Firstly, realize that your team’s uncertainty probably comes from a lack of clarity about the rebrand’s purpose. Start by clearly communicating the vision—why the rebrand is happening and how it will benefit the company and them. Involve your team in the process to reduce doubt. Ask for their input on logos, slogans, or values. When people feel included, they’re more likely to support the change. Celebrate small wins along the way. This is so, so important. Milestones like finalizing the logo or launching the website are opportunities to build excitement with shoutouts or small rewards. Lastly, share success stories from brands like Dunkin’ or Airbnb that thrived after rebranding. These examples are proof that change can bring growth.

Over the years, I have learnt that there is always that small doubt especially when in our ever changing and volatile economy. However, the doubt, maybe even fear is good. Over confidence is a killer. I always tell my team "focus on what makes your brand different". The brand is you!!! Once you are aware that a brand is lifeless and it is the humans that make it what it is, you understand that we all need to rebrand every now and then. Rebranding means improvement. Doing it better, shorter turn around time, warmer reception etc.

First, acknowledge those feelings. Change is not always easy, and it is okay to feel this way. By addressing the concerns, we can put to rest the ones that are irrational and show that you take their remarks serious. Also, by offering communication and letting people feel a sense of responsibility where they are a part of the team, it brings a sense of security and understanding.