You're navigating a challenging rebranding period. How do you keep your employees motivated and engaged?

During a challenging rebranding period, keep employees motivated by involving them in the process. Communicate the vision and reasons behind the rebrand clearly, so they understand the "why" and feel connected to the mission. Encourage their input and feedback, making them feel part of the transformation. Recognize and celebrate small wins along the way to maintain momentum. Provide training and resources to help them adapt to changes confidently. Lastly, maintain transparency about progress and challenges, ensuring everyone feels supported and valued throughout the transition.

Think of a company why as a collective process. While there is an organizational why, this can not be sustained without the buy-in from the employees, shareholders and customers. When you are able to connect with the why of the organization with the individual why's or at least the team why's if your company is too large. You will be able to be supported in the transition. Many company's assume rebranding is a top bottom endeavor, this causes resentment and dissatisfaction..

Keeping employees motivated and engaged during a challenging rebranding period requires transparent communication and inclusive participation. As Marketing Director, I led our team through a significant rebranding. I ensured everyone was informed about the vision and progress through regular updates and town hall meetings. I also involved team members in key decisions, allowing them to contribute ideas and feel invested in the process. By fostering a sense of ownership and providing clear guidance, I kept the team motivated and aligned with our new brand direction.

Quelques suggestions lors d’un rebranding 360 de son entreprise : • Soyez honnête et expliquez pourquoi le capitaine souhaite changer de cap. • Analysez l’état du bateau avec votre équipage en toute sincérité. • Projetez-vous ensemble vers une nouvelle destination et planifiez le voyage pour y arriver.

The first step in ensuring your team remains motivated is establishing a clear and compelling vision for the rebrand. Employees need to understand the "why" behind the changes. Clearly communicate the goals of the rebranding effort and how it aligns with the company’s long-term strategy. When employees see the bigger picture and understand the potential benefits, they’re more likely to buy into the process and stay motivated.

Instead of getting employees involved in the creatives of a brand, is better to get them involved in the essential elements of the brand. Which is what the brand represents, why they are proud of it. Creative direction in my personal opinion needs to be created by creative experts. Most of the time employees aren't experienced in the psychological elements of color and the connection of value proposition and statements.

Involving employees in the rebranding process is essential to keep them engaged. When employees feel they have a voice and their input is valued, they are more likely to support the rebrand. This involvement can range from participating in brainstorming sessions to being part of rebrand task forces.

Rebranding often involves new systems, processes, or branding guidelines, which can be overwhelming for employees. Providing adequate training and support is crucial to ensure a smooth transition. When employees feel confident in their ability to adapt to changes, they’re more likely to remain engaged and motivated.

Connection of the brand to a value they personally connect with is key. For example if a brand is about belonging you can create a newsletter where employees can get to know eachother. If a brand is about innovation connecting the brand with new trends is key. Is important to see your employees as part of the brand and to see how your brand serves the whole.

Celebrating the leaders of a rebranding effort is very important. Also celebrating the front lines who have to deal with the reaction from customers is key, addressing any confusion is very important and providing training and materials is key.

I think it is extremely important to be transparent with your team. Any small change in the company/processes is usually followed by "reactance" and some people migh teven consider leaving if they get too frustrated about the situation. Naturally, if you communicate with your team and make sure the managers follow up with the employee and the adaptation process to the rebranding you would minimize the frustrations and keep your employees engaged.

Get everyone excited. It is about teaser campaigns and the future of the company. After all people can become part of the future of the organization.