Communicating Rebrand to Employees is Crucial for the Campaign’s Success says Joey Armstrong

Joey Armstrong is typically consulted by businesses to help with communicating a rebranding to their audience. Of course, by this time, they have already taken the steps necessary to ensure that the process has been brought to the attention of employees- but not always as well as it could be.

Armstrong notes that there are several crucial aspects of internal communication that businesses inadvertently skip over during rebranding. While these may be small mistakes individually, they combine to create a situation where employees do not have the information necessary to communicate details to their existing audience. Here, Joey Armstrong examines ways businesses can ensure that employees are up to speed on what rebranding will entail.

Reduce Anxiety with a Commitment to Transparency

Joey Armstrong consistently mentions our innate distrust of change and how we carry these feelings into business. It is always possible that a rebrand may not be accepted without question by employees- and for good reason. Employees may wonder what this will mean for their job duties, if a rebrand will create redundancies, and if the chosen direction is one that they align with. Administration will want to anticipate questions and be prepared to answer them in a way that reduces the anxiety associated with large changes to a business.

In answering questions and facilitating business communication for explaining the rebrand, try to keep employees informed of what the process will entail for them. Teams will be better prepared for assisting with rebranding if they are aware of the ins and outs of the process and are empowered to ask questions. A combination of fruitful meetings, resources, and high-level explanations of the specifics of a rebrand will mitigate some of the growing pains experienced by the team.

Drum Up Excitement for the Changes Rebranding Will Bring

Often, a coordinated and successful rebranding will fix some longstanding issues that administration, team members, and a customer base may have with an existing entity and their services. When higher ups at a business are discussing how to best communicate a rebranding internally, Joey Armstrong notes that focusing on the positives is an effective way to do so. This is because drumming up excitement for a rebrand amongst your team is one of the best ways to smoothly transition from the old to the new.

There are many ways that businesses can drum up excitement for their rebrand, but the most streamlined way to do so will always depend upon the reasoning behind and nature of the rebranding. For example, if your company’s rebrand is prioritizing aesthetics, ensuring that employees can get access to items with the new look will be beneficial for creating interest in the changes. Staff of a company experiencing public relations troubles may be excited at the unveiling of a streamlined resource for handling questions, concerns, or complaints. By recognizing the overlap between why you are rebranding and the current needs and wants of employees, businesses can get everyone excited for what is next on the agenda.

Put Thoughtful Feedback Towards Campaign

Joey Armstrong recognizes that one of the worst things that you can do during a rebranding is ignore the feedback of employees. After all, the insights of employees that are deeply intertwined with day-to-day operations are immensely valuable and formed from experience. Rebranding businesses should, for this reason, take feedback and apply it to the campaign when necessary. Not only will this ensure that the team is properly heard, but it may also help to account for smaller oversights that may have occurred in the early stages of planning the rebranding.

For example, if employees voice that they feel the new messaging or mission statement of the company is not very clear, it can be expected that clients may have a similar feeling as well. Administration can then be sure to include additional resources that fully explain the urgency of the mission and what the company is doing to reach their goals. Of course, it will not be possible to put every piece of feedback towards the overarching plans for rebranding- but the best feedback will likely mirror the thoughts of others. Taking these insights and utilizing them to their fullest will keep your team feeling heard and show your commitment to ensuring that changes work both in theory and in practice.