Your employees are resistant to the new brand identity. How can you get them on board?
Adapting to a new brand identity can be challenging for employees, but it's crucial for business success. To ease this transition, consider these strategies:
What strategies have worked for you when introducing a new brand identity?
Your employees are resistant to the new brand identity. How can you get them on board?
Adapting to a new brand identity can be challenging for employees, but it's crucial for business success. To ease this transition, consider these strategies:
What strategies have worked for you when introducing a new brand identity?
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At The Das Media Group, we would encourage future employees to weigh in on the new brand identity and share their own opinions and thoughts of what can be better. It is critical to build an inclusive consensus building process.
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At Flynex Studio, we believe that the foundation of a successful brand identity lies in inclusion and collaboration. That’s why we actively involve our team in shaping the new brand identity. We don’t just seek opinions; we create spaces where every voice is heard, fostering a sense of ownership and pride. Through workshops and open discussions, we align individual perspectives with the company’s vision, building not just a brand but a shared purpose. When employees see themselves reflected in the new identity, they champion it—not because they have to, but because they believe in it. Collaboration isn't just encouraged; it's how we thrive.
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Communicate the "why" behind the new brand identity, connecting it to shared goals. Engage employees earliest by asking for their opinion and listening to their complaints. Describe in detail how the change will be more effective for them and for the firm. For example, new changes always attract new clients, and the implication is that one’s job becomes more secure. Use positive feedback associated with the change to maintain positive change behavior. When I spearheaded a rebranding process, the best approach I used was the open Question and Answer sessions and storytelling where transitions were easy and accepted by the team.
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I’ve realized that getting employees on board with a new brand identity requires empathy and involvement. First, make sure they understand the "why" behind the change—share the vision and goals in a way that connects with them personally. Involve them early, asking for feedback and incorporating their ideas so they feel ownership. A company wide survey always helps in getting ideas and building collaboration. Celebrating small wins and showcasing how the new identity aligns with the company and brand's values helps build trust. Most importantly, keep communication open and consistent, making sure they feel heard and supported throughout the transition. It’s about creating excitement and a shared purpose and not enforcing change.
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Your employees resist because they were never involved or heard in the first place. No one wants to be "Dependable" one day and "Vibrant" the next day. Creating a new brand Identity is not a top to bottom approach. You cannot simply push new identities on your employees and expect an easy experience for all.
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Adopting a new brand identity requires employee buy-in to ensure success. Start by communicating the vision clearly, emphasizing how the change aligns with the company’s mission and long-term goals. Actively involve employees in the process by seeking their feedback and addressing concerns to foster ownership. Offer comprehensive training and resources to help them understand and embody the new identity effectively. Recognize and celebrate milestones during the transition to maintain motivation and engagement. A collaborative and transparent approach builds trust and drives alignment.
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It's all about involvement. Actively engage employees in the rebranding process by soliciting their input and ideas. For instance, create platforms for idea submissions or organize brainstorming workshops where employees can contribute to the new brand elements, like logos or taglines. Demonstrate that their opinions are valued. Remember, a collaborative approach can transform resistance into enthusiasm!
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✅ Communicate the Why Explain the reasons behind the rebrand to help them understand the vision and goals. ✅ Involve Them Host workshops or brainstorming sessions to gather their input, making them feel valued and invested. ✅ Highlight Benefits Show how the new identity benefits both the company and them personally. ✅ Celebrate Wins Share successes as they happen to build excitement and momentum.
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Communicate the Vision: I clearly explain why the rebranding is necessary, how it aligns with our long-term goals, and the role each employee plays in bringing it to life. Involve Employees in the Process: I invite feedback and make employees feel part of the transformation, letting them contribute ideas or perspectives that make the change feel more inclusive. Provide Training and Support: I offer resources and training to help employees understand the new brand guidelines, ensuring they feel confident in representing the new identity. Celebrate the Change: I highlight early successes and celebrate milestones, creating excitement and reinforcing the positive impact of the new identity.
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If your employees are resistant to your new brand identity, go back to the brand strategy that drove the identity in the first place. Root them in the customer data, the emergent opportunity, and the strategy designed in response to that opportunity. Know how the visual signals in your brand represent that strategy. Write the story that connects the dots from consumer to opportunity to brand, and you'll transform hearts and minds.
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