More than a ride-along: team transitioning and re-branding

Whenever a business goes through a re-branding process, there is bound to be anxiety involved. This is even more true when that business is customer-facing. Customer reception is undoubtedly something that will be considered at length, along with the potential impact on brand loyalty and awareness of the brand itself. Often, a re-branding process will mean that there is a new team behind the wheel, and this time of transition can also be difficult for staff, so it’s important to bear a few things in mind.

More than a ride-along

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Be mindful of the past

People who have worked with a brand for a length of time are likely to have formed an affinity with it, and might have reservations about moving on with a new brand renovation. This is where teamwork comes into play, by making sure that all of the team is involved in the creative process, and ensuring they have the chance to ‘say goodbye’ to the former branding format. Allowing people to cement memories of how things were can offer a sense of closure, and seeing what has already been built is a great resource for newcomers to the team.

Be clear on what is happening

There’s nothing worse than upheaval in the workplace and not understanding the what or why. That’s why it’s vital to be transparent on what is happening, the expected timeline, and why certain things are being done differently (if they are). Showing people examples of successful re-branding can also help to inspire people to be adaptable to change.

Encourage ownership

Engaging staff in the creative process of implementing re-branding is a solid way of promoting a smoother transition. Working with a specialist company like can actually help facilitate this; with professional guidance from industry experts that can advise you on ways to get staff involved in the creative side of re-branding.

The story a brand has to tell is of course what will ultimately define a company’s success, and the people behind the brand are the ones that drive this narrative. An organisation with happy people at the helm is more likely to translate to a good performance, and following the above steps is a surefire way to make the entire process an experience that can actually have a hugely positive impact on both employees and the business itself.

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