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Jul 15, 2022 · Proper planning for a rebrand requires that you set your employees up for success. From our years of experience rebranding organizations, we know that employees need the following to...
- Jim Heininger
- Sit at The Table
- Build on CORE Values
- Consider Your Employer Brand
- Get Employees Involved
- Get The Feedback
- Provide Transparency
- Evangelize...And Celebrate!
HR has a unique ability to both reach and gather insight from employees. To make sure the refresh considers impact to employees early on, make sure you’re involved. A brand refresh can prompt employees to ask lots of questions about changes to company culture, whether organizational shifts are planned – and even job security. A strong internal comm...
Look closely at how you’re perceived – it will serve you in two ways. First, it allows you to suss out the perceptions that aren’t in line with your goals as a company and solve for those. And, simultaneously, you get a better understanding of the core company values that have evolved over time. You can then be sure to fold what’s important to your...
Make sure you map out a transition plan for your employer brand early on. You’ll need to have a plan for a seamless swap of logos, colors and company messaging anywhere your employer brand is visible. And be sure that when you launch your company brand refresh, it coincides with the launch of your employer brand refresh across your career site, soc...
It’s key to include your employees in the creative process of your brand refresh – and it has to be a conscious choice. Here at Glassdoor, we sent out a Survey Monkey asking the entire company broad questions that helped us close in on exactly how our brand was perceived, to either validate or challenge our creative team’s perception. Here are some...
Here’s one of the hardest parts. You’re going to hear some things that make you puff up your chest and think – “job well done, we’re killing it!” And you’re going to hear some things that you don’t like and, frankly, might not want to hear at all. It’s absolutely critical that you steel yourself to face honestly how you’re being perceived – and how...
Once a new concept for your brand refresh is chosen, walk through the creative reasons behind the changes, also noting what has been preserved. For instance, Glassdoor’s new logo symbolizes openness, inclusivity and dynamic nature, which ties back to our mission as a company. Our brand attributes have been updated to match the evolution of our cult...
Undertaking a brand refresh is a ton of work. Everyone’s been heads down focusing on the launch date and pushing to meet aggressive deadlines. There’s still work to be done at this stage – namely getting the word out to key stakeholders on every team from facilities and HR to finance, sales, biz ops and the list goes on. But this is also a time to ...
- Glassdoor Team
Sep 22, 2013 · The rebranding helped PDI better communicate its identity as a leading brand in the fight against preventable infections through its advanced products, research and development techniques, clinical support, training and education.
- Communicate the value of the rebrand from the C-suite. Successful rebrand implementation begins with clear communication from the C-suite. Too often, leaders undermine the importance of a rebrand unconsciously or in subtle ways.
- Implement robust, long-term brand engagement and training — and measure its impact. Whether you’re planning a big bang launch or rolling out your new brand over time, it’s essential to educate employees about what it will mean to embody your new brand.
- Break down organizational silos — especially between marketing and HR. You want everyone throughout your organization to understand, embrace, and champion your brand.
Rebranding FAQs | 38 FAQs for any rebranding project. Is your company in the midst of a rebrand or planning for one? These FAQs are the place to start to plan the communications needed before, during and after a rebranding. You can download the free resource below.
Here are 10 strategies that can help you bring employees into the fold and ensure sustainable success: Recognize that employees can make or break the success of the new brand platform. Every employee is a brand ambassador. Rebranding starts inside. Sell the change: explain the reason for the change; invite conversation.
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There is a great deal of hidden value in why your employees—not executive leadership—should lead a rebrand. It allows you to evolve company culture, embrace your disruptors, nurture organizational trust, and build unity across regions.
