If you’ve ever gone through a rebrand you’ll know it can sometimes cause a bit of friction. The phrase “going through a rebrand” tells a story itself. But it doesn’t have to be difficult – it should be a positive experience for everyone.
In the meantime, this one is maybe the most important tip…
What is a brand?
When we talk about making your team feel connected to your business, we’re talking about brand strategy. We’re talking about positioning… what makes you different… why you exist… what your values are. It’s all brand.
But whatever you do, don’t call it brand.
Do not mention the b-word.
The word brand, to anyone who isn’t in the field, means ‘logo’. Or sometimes it means ‘expensive, waste-of-money-when-our-jobs-are-at-risk-logo’.
While it’s not true – and nobody ever spent half a million on a new logo – it makes a good headline, and a powerful morale-buster. Being right in this case doesn’t matter – being effective matters. It’s usually more effective to put it in the context of your team’s day-jobs.
So, talk about service, experience, expectations, culture – anything but brand. Unless, of course, you’re investing in training for your whole team on what a brand really is. But that’s a different matter.
Remember to download your free PDF for the rest of the tips.