26 January 2016

Rebranding: the employee perspective

Making the shift from ‘Imperial Tobacco’ to ‘Imperial’ might only be a difference of one word, but rebrands can provide a whole world of opportunities for employee engagement. Here are three of the biggies:

Boosting energy:

 

When Dan Lyons wrote ‘4 unexpected perks that came from rebranding his company’ (Cayan), the first on his list was the power to re-energise employees. He says “A name change is a great opportunity to get your employees to rally around the mission and goals of your company.”

 

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Boosting inclusivity: 

When Thomas Cook rebranded, they took their employees with them every step of the way, helping to increase that feeling of being part of one family. Vicki Burwell described the ‘excitement and warmth’ of the launch of their rebrand in her interview for All Things IC.

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Boosting consistency:

Rebranding offers the opportunity to get people on the same page, no matter where they are in the world or what department they work in. In an interview with Julie Rumsey of Milestone Systems, she describes how their rebrand has helped them to create consistency and understanding. “Now with the new brand, every employee understands what effect his/her daily work has on the success of our customers.”

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