Your team is resistant to change due to a rebranding effort. How can you persuade them of its benefits?

De mi experiencia, el miedo a lo desconocido es algo que se vive en cualquier tipo de institución u organización. Ciertamente en cualquier escenario, transparentar el objetivo de cualquier cambio es de suma importancia para crear la confianza que se necesita para que el personal pueda apoyar el proceso en vez de convertirse en enemigo del mismo. Es importante primero conocer desde donde vienen las principales resistencias y, segundo, abordarlas de forma específica dando a demostrar que existe un genuino interés por entenderlas y direccionales hacia el objetivo del bien institucional. Siempre digo que es importante conocer en qué centro, de la condición humana, se genera el miedo para poder hablarle directamente.

Begin by understanding the root causes of the team’s resistance. People often fear change due to uncertainty or concerns about how it might impact their roles. Use AI-powered surveys or feedback tools to gather insights into their specific worries. Addressing these fears directly shows empathy and helps you tailor your approach.

To persuade a resistant team of the benefits of rebranding,look at how Airbnb managed their rebranding initiative.Airbnb faced initial resistance when they introduced their new brand identity, "Belong Anywhere," which was a significant shift from their previous image.The company addressed this challenge by clearly communicating the vision behind the rebrand, demonstrating how it aligned with the company's long-term goals of expanding global reach and enhancing user experience. Airbnb involved the team early in the process, gathering input and addressing concerns, which helped foster a sense of ownership and buy-in.They also provided training sessions and resources to help the team understand the strategic benefits of the new brand identity.

Using client research data on the brand image and a clear strategy and plan, presenting how we can keep the emotional connection with the brand even with the change by taking what works (and respecting the history and origin of the company as a core if applicable) and how new brand image can improve this relationship. Surely, if there is a budget, performing the client research on the new brand image before implementing it would help, as would a good setup workshop.

Clearly articulate the reasons behind the rebranding and the value it brings to the company and its employees. Use data and real-world examples to demonstrate how the rebrand aligns with the company’s goals and how it can lead to new opportunities. AI tools can help you create presentations or communication materials that effectively convey this message.

Communicate the reasons for rebranding. Clearly explain the reasons behind the rebranding and how it will benefit the team and the organization as a whole. Emphasize the potential for growth, increased visibility, and improved market positioning.Highlight the positive aspects: Focus on the positive aspects of rebranding, such as a fresh start, improved reputation, and increased customer engagement. Help your team see the rebranding as an opportunity for innovation and positive change. Involve the team in the process: Encourage your team to actively participate in the rebranding process. Seek their input and feedback, and involve them in decision-making to make them feel invested in the changes.

Rebranding is a powerful catalyst for growth, especially in niche industries like wastewater management. A fresh identity can not only attract new customer segments but also reinforce trust among existing clients by showcasing innovation and commitment to sustainability. For example, a company that embraces a modern brand image may find new opportunities in emerging markets, such as green technology or smart water solutions. This strategic shift can lead to increased visibility and partnerships, ultimately enhancing market position. In the ever-evolving landscape of public relations, remember: "Rebranding is not just a change; it's a commitment to evolve and thrive."

En el caso específico de la Oficina Nacional de Estadística de la República Dominicana, unos de los principales cambios que me ha tocado enfrentar es el de la incorporación de nuevas tecnología a procesos estadísticos estructurados como los censos y las encuestas. Las resistencias han venido de las personas con más tiempo trabajando en la institución. Para ello, ha sido importante recordarles el valor de una oficina como la nuestra y el papel que juega en la toma de decisiones para políticas públicas y en la gestión del conocimiento. Este rol nos obliga a producir datos de mayor calidad y en más continua donde la tecnología, sin temor a equivocarme, permite eficientizar no sólo el proceso de producción estadística, sino el de gestión.

Good rebranding adds a great value to the brand. I would like to a add a quote from "Branding for the Public Sector" by Paul Temporal that highlights the benefits of rebranding: "Rebranding can revitalize an organization by breathing new life into a tired brand, differentiating it from competitors, and aligning it more closely with the needs and desires of its target audience. It can also open up new market opportunities and foster stronger connections with customers, ultimately leading to increased loyalty and growth."

Involve your team in the rebranding process by seeking their input and feedback. Encourage open discussions and create forums where they can voice their concerns and ideas. Engaging everyone helps build a sense of ownership and reduces resistance by making them feel part of the change.

En mi estilo de gestión, tres palabras son claves: Liderar, incluir, comunicar. No puedes decir que estás liderando un proceso sino es promoviendo la mayor participación por parte de diferentes actores que son claves. Para ello, el concepto de redarquía me ha ayudado mucho pues, en cualquier proyecto de cambio, permitir que las distintas áreas que tienen algo que decir, tengan la oportunidad de colaborar y co-crear en el proceso, es esencial. El cambio solo se hace parte, si quienes están involucrados en el son agentes activos de estos procesos generando un producto colectivo y con una direccionalidad clara y visión compartida. Solo así apoyaran el proceso y abogaran por él, aún cuándo una ya no esté presente en la institución.

Once you've addressed the "what's in it for me?" question and they understand the change and their place in the big picture, the next step is to involve them in the process. After they grasp the change and see how they fit in, engage them by assigning roles and responsibilities, regardless of size. The key is to work together, ensuring everyone contributes to making it happen.

Provide training and resources to help your team adapt to the new brand identity, messaging, and any new tools or processes. AI-driven training platforms can offer personalized learning paths, ensuring that each team member gets the support they need to transition smoothly.

Training is, of course, mandatory—nobody should be left behind during such a significant change without proper instruction. However, a crucial detail often overlooked is that training alone, without assigning responsibilities, can be akin to watching a great movie and forgetting it over time. The key to effective training lies in the "train the trainer" concept. Identify leaders within the group, train them, and then have them train their teams and colleagues in smaller groups. This approach ensures everyone remains engaged and accountable, turning training into an ongoing, interactive process rather than a one-time event.

To persuade a hesitant team to support a rebranding project, highlight how the new brand would better fulfil market expectations and improve overall positioning. Demonstrate how the branding may provide new opportunities, differentiate the offering from competitors, and better communicate value to customers. Engage the team by involving them in the process and showing how their efforts may directly impact the brand's performance in the marketplace. Use facts or case studies to demonstrate how the rebranding could result in higher market share or better consumer loyalty. By linking the rebrand to specific, strategic benefits, you can help the team recognise its value and gain their support.