Em todo o trajeto de construção e reconstrução de uma marca, sempre encontraremos cenários desafiadores, assim como possíveis resistências. O fator maior para garantir que a credibilidade de uma marca, seja pessoal, seja corporativa, permaneça, é respeitar 4 ingredientes principais: identidade, missão, visão e valores. Respeitando esses 4 pilares no momento da construção e das estratégias do rebranding, você garante que a credibilidade permaneça e ainda consegue diminuir a resistência interna.

Resistência sempre existirá, afinal, nem todos compartilham das mesmas visões ou mesmo gostos, que são individuais. O importante é realizar ações que garantam o envolvimento com a nova marca. Por exemplo: - Promova eventos para construção de ações internas e crie nomes para estes encontros e projetos em parceria com o grupo. Nomes que se relacionem com a nova marca em que todos façam parte. - Em campanha periódica, explore os traços, a concepção da nova marca, sua persona e atributos, e o quanto enriquecem e trazem credibilidade e maior perenidade. - Construa a narrativa e pense em ações que demonstrem que o rebranding foi uma evolução necessária e natural. - O desafio de transformar a resistência em advogados da marca é uma oportunidade!

Consider the possibility that the resistance is correct. Are you rebranding because you're new? Or because you enjoy branding projects? Or because it's really the top business priority? Far too many marketers needlessly run rebranding projects just to "make their mark" on the company and because rebranding is fun. So, if you're facing resistance to a rebranding initiative: seek first to understand. Ask coworkers why they're against it. Ask them what they think marketing should focus on instead. Ask them their top priorities for sales & marketing. If rebranding fits into the top priorities and company strategy, then explain why and continue ahead. Otherwise, either pause or downgrade. Sometimes a brand facelift is all that's needed.

La résistance au changement face à une nouvelle marque est normale. Pour atténuer cela, en amont, il faut communiquer sur le besoin de renouveler la marque, expliquer ce qui ne va pas... Il faut ensuite impliquer une partie des équipes dans la création de la nouvelle marque et les former pour qu'ils deviennent les ambassadeurs de la nouvelle marque en interne.

Rebranding can be a challenging process, often met with internal resistance. To ensure a smooth transition and maintain brand credibility, it's essential to: 1. Foster Transparency and Communication: Transparent Communication, Involve Key Stakeholders, Open Dialogue 2. Emphasize the Value Proposition: Core Values, Customer Benefits, Long-Term Vision 3. Maintain Consistency: Brand Guidelines, Employee Training, Consistent Messaging 4. Address Concerns and Fears: Empathy, Provide Support, Celebrate Successes By effectively managing internal resistance and maintaining brand credibility, you can ensure a successful rebranding process.

In my experience, internal resistance to rebranding is quite common. Here are some strategies to maintain brand credibility: 1. Initiate conversations with stakeholders early on to explain the rationale behind the rebrand, understand their concerns, and address them using data-backed insights. 2. Implement a phased rollout to facilitate easy adaptation, gathering feedback and making adjustments as needed. 3. Launch an internal marketing campaign to generate excitement. 4. Encourage influential employees to champion the rebrand. 5. Facilitate training sessions on the new branding guidelines to clarify changes and alleviate confusion.

Balancing innovation and trust during a rebrand requires thoughtful planning and communication. Engage key stakeholders early to gather input and build consensus, addressing their concerns openly. Clearly articulate the purpose of the rebrand, emphasizing how it aligns with long-term goals and benefits the audience. Preserve familiar elements of the brand, such as values or core messaging, to reassure loyal customers. Consistently apply the new brand identity across all platforms to reinforce credibility and recognition.

To overcome internal resistance, I focus on clear communication, involve key team members early, and generate excitement through internal campaigns. I also emphasize that the rebrand is a necessary step for long-term growth.

Think of it like renovating a house while people still live in it—you need to reassure them it’ll feel like home once the work is done. Start by involving your team in the rebranding process, explaining the “why” behind the change and showing how it aligns with the brand’s core values. Highlight benefits, address concerns, and make sure the new direction feels authentic. By keeping everyone on board, you’ll preserve trust and ensure credibility stays rock solid.

Navigating internal resistance during a rebranding is crucial to maintaining brand credibility. Engaging employees early fosters alignment and reduces pushback. For instance, Singtel's 2015 rebranding succeeded by involving staff and clearly communicating the new brand vision. Similarly, Ampol's transition from Caltex in 2020 emphasized internal buy-in, ensuring a smooth changeover. Transparent communication and inclusive strategies are vital to uphold brand integrity during such transitions.