Revamp Your Brand: The Comprehensive Guide to Successful Change Management in Rebranding Initiatives 

Rebranding can be a complex process and requires a lot of planning. At BLVR®, we know managing stakeholders through change (A.K.A Change Management) is just as important as doing the work.  After all, rebranding is not just about changing your logo or brand name; it’s about having your organization adopt a complete overhaul of your company’s beliefs, business strategies, and brand image. That amount of change can significantly impact your employees, customers, and stakeholders. We like to call it transformational change from the inside out.

WHAT IS CHANGE MANAGEMENT

First things first: What is change management? Change management is a structured approach to managing the transition or transformation of an organization’s processes, systems, and technologies. It involves managing the people side of change, including adopting new behaviors, mindsets, and ways of working. It is about helping individuals, and teams navigate the complex and often challenging change process while minimizing resistance and maximizing adoption.

WHY IS CHANGE MANAGEMENT IMPORTANT?

Having effective change management practices in place can significantly impact the success of your initiatives. According to Prosci’s Best Practices in Change Management benchmarking data, initiatives with excellent change management are six times more likely to meet objectives than those with poor change management. That’s a huge difference.

But what’s even more interesting is that even small improvements in change management effectiveness can lead to big improvements in meeting objectives. For example, increasing change management effectiveness from “poor” to “fair” can triple the likelihood of meeting objectives. 

That means that even if your change management practices aren’t perfect, making some changes to improve them can still significantly impact the success of your initiatives. If you want to increase your chances of meeting objectives and ensuring the success of your initiatives, it’s worth investing some time and resources into improving your change management practices.

So, let’s dive in and look at some of the essential tips and tricks for managing change during a rebranding process.

IDENTIFY KEY CHANGE MANAGEMENT STAKEHOLDERS

Rebranding can be a major undertaking for any organization, and it’s important to ensure that the process goes smoothly to avoid any negative impact on the company. One of the key steps in managing a successful rebranding is to identify all stakeholders who might be affected by the change. This includes top executives and project owners who will implement the new brand. It also means looking beyond the obvious parties to stakeholders like board sponsors, subject matter experts, process owners, business unit leaders, trade partners, and individual end-users who may be affected by the change. 

To get started, it’s important to understand who the stakeholders are and how the rebranding will impact them. A good way to do this is to start at the focal point of the change and work your way outwards. By doing so, you can ensure that no stone is left unturned when managing the rebranding process and ensuring a successful outcome for all involved.

MAP STAKEHOLDER INFLUENCE

Identifying all stakeholders involved in a change is just the first step. Once you’ve got everyone on board, grouping them into different subsets is helpful. It’s like marketing a product – if you know your target customer and their specific needs, you can tailor your product to meet those needs. Similarly, grouping stakeholders by their level of interest and influence can help you target your change efforts more effectively.

A great tool to assess stakeholder groups’ influence is the “Interest versus influence” matrix. It’s based on the notion that those most affected by the change will likely be more interested. On the other hand, groups with more influence over the change process will be more effective champions for the change. By using this matrix, you can better understand who to focus your efforts on and tailor your approach to meet their specific needs and interests. It’s all about working smarter, not harder and getting the best results for everyone involved in the change process.

INFLUENCE TYPES:

1. “Spectators” Low interest, low influence 
   These people may not be directly affected by the change or have much of a say in it, but keeping them informed is still a good idea. You never know when their status may change, and they could become more influential or interested in the future.
2. “Listeners” High interest, low influence
   These people are very interested in the change but may have little power to influence it. It can be tempting to ignore them, but it’s important to remember that they can still cause trouble if they become upset. They may use low-level blocking tactics or band together with others to gain more influence.
3. “Obstructors” Low interest, high influence
   These people have the power to make things happen but may be interested in something other than change. While they may not be a problem during the change, they can become one if persuaded to act against the change. It’s important to keep them informed and engaged so they don’t become a barrier to success.
4. “Leaders” High interest, high influence
   These people are both significantly affected by the change and have the power to influence it. It’s crucial to involve them in the change process and make them feel like they have ownership of it. You can turn them into powerful allies for the change by keeping them informed and creating buy-in.

COMMUNICATE CLEARLY AND WITH INTENTION

When you’re rebranding, communication is crucial. You need to make sure that everyone understands why you’re doing it, what the benefits are, and how it’s going to affect them. But because different groups of stakeholders might be impacted differently, you should use a communication chart to help you plan how you’ll communicate with each group or individual.

In the chart above, you can identify the specific concerns, needs, expectations, and willingness to adopt the change for each stakeholder group. Once you have this information, you can develop training and communication that addresses their unique requirements. This will ensure that everyone understands what’s happening and their role.

Regular, transparent communication is also key. Keep stakeholders in the loop about the progress of the rebranding effort, and be upfront about any obstacles that may arise. This will help build trust and buy-in, which can be critical to the success of the rebranding effort.

FIND THE RIGHT MOMENTS TO INCLUDE STAKEHOLDERS IN THE BRANDING PROCESS

When it comes to rebranding, involving stakeholders early and often is key to success. The more invested stakeholders are in the change in the first part, the more likely they are to support it and help make it successful after the project.

One way to involve stakeholders is through stakeholder interviews. Your agency can conduct these as a way to ensure people feel heard. By involving stakeholders, you can ensure that the rebranding effort is aligned with their needs and expectations, which can be critical to gaining their support.

Another way to involve stakeholders is by including them in developing the new brand’s visual identity or messaging. We love to do this at the creative territories stage – a collaborative process in which we review mood boards that directionally showcase where the brand could go. This step is especially valuable for marketing or in-house creative team stakeholders with a strong sense of brand identity. By involving them in this way, you can tap into their expertise and help ensure that the new brand identity is compelling and resonant.

When stakeholders are involved in rebranding, they are more likely to feel invested in its success. We recommend to our Clients build a roadshow once the new brand is developed. This can be an especially important step for employees, who may feel strongly attached to the company’s existing brand identity. By involving them in the process, you can help them feel like they have a voice in the change and that their input is valued. This can help build buy-in and ensure employees remain engaged and committed to the organization’s success.

PROVIDE TRAINING AND SUPPORT AS YOU EMBARK ON THE BRANDING PROJECT

During a rebranding effort, employees are often asked to learn new skills and processes to adapt to the changes that come along with the new brand. This can be a daunting task, especially for those who have been used to doing things a certain way for a long time. Companies should provide the necessary training and support to ensure employees can adapt to the changes as smoothly as possible.

One way to provide training and support is by developing a training program tailored to each employee group’s specific needs. This could include training on the new brand’s messaging or visual identity or training on any new tools or systems that may be implemented as part of the rebranding effort. It’s essential to make sure that employees understand the changes and are equipped with the knowledge and skills they need to implement them effectively.

Additionally, companies should provide ongoing support to employees during the transition period. This could include regular check-ins to address any concerns or questions and offer additional training or resources as needed. By providing this support, companies can help employees feel confident and empowered during the change process, ultimately leading to a smoother transition and a more successful rebranding effort.

PLAN FOR RESISTANCE

Resistance to change is a common issue in any organizational change effort, and it can significantly impact the success of the rebranding process. To minimize the resistance and increase the chances of a successful rebrand, it is essential to anticipate and plan for it by identifying potential sources of resistance and developing strategies to address them.

One of the most effective ways to address resistance is to involve stakeholders in the process and make them feel invested in the change. This could include involving employees in focus groups or surveys to gather their feedback on the rebranding effort or involving them in the development of the new brand’s messaging or visual identity. Involving stakeholders in the process makes them more likely to feel ownership over the change and support its success.

Another common source of resistance is job security concerns among employees. To address this, companies can provide reassurance about their plans for the future and how the rebranding effort will benefit the organization as a whole. By addressing the sources of resistance and communicating the benefits of the rebranding effort, employees are more likely to understand and support the change, making the implementation process smoother and more effective.

Celebrate successes and momentum just as much as the final outcome:
Celebrating successes and milestones is not just about throwing a party or distributing cake once a new brand launches. It’s about recognizing and acknowledging the hard work and dedication that went into achieving those milestones. By doing so, you’re showing your team that their efforts are valued and appreciated, which can motivate them to keep pushing forward in the brand adoption phase of your rebrand.

One effective way to celebrate successes is to recognize the individuals or teams that made them happen publicly. This can be done in various ways, such as calling out their achievements during a team meeting, sending an email blast to the entire company, or even announcing it on social media. Make sure the recognition is specific, meaningful, and personalized to the individual or team.

Another way to celebrate successes is to use normal meetings as an avenue for recognition of achievement. This can be as simple as taking a few minutes at the start of a meeting to acknowledge the progress made on the branding front since the last meeting. It can also be a good opportunity to discuss what went well and what could be improved for the next milestone.

It’s important to involve managers in the chain of command to award these recognitions, as they often have the most direct contact with their team members. Provide supervisors with ways to recognize their employees, such as giving them the authority to award small bonuses or time off.

Involving key sponsors and stakeholders in the celebration can also help to build momentum and enthusiasm for the new brand. By keeping everyone in the loop and inviting them to celebrate successes, you’re creating a sense of unity and shared purpose that can help to keep everyone on track towards the ultimate goal of a successful rebranding effort.

When it comes to branding projects, it’s important to remember that there is no one-size-fits-all approach. Every company is different, with unique challenges and opportunities that may require different strategies to succeed.  

Just remember change management is all about planning, open dialogue, communication, and feedback. As a change, understand what motivates your stakeholders, what they might be nervous about, and what they need to implement the change successfully.  

By involving these groups and individuals in the change initiative, you can create a sense of ownership and investment in the process, which can help to drive momentum and enthusiasm for the new brand. This can ultimately make the implementation of the change more effective in the long run, as you will have buy-in from key stakeholders and a better understanding of how to address any challenges or obstacles that may arise along the way. Good Luck!