In my last blog post I wrote about the three signs that it’s time to reconsider your identity. If you’re changing your brand identity, don’t forget about your employees. Your internal audience is just as important as your external audience. Ideally, they become the engine driving the brand transformation.
The Four Factors that Inspire Employees
To be effective, brand identity work must engage employees and be something that they can rally behind. You can’t just change the logo and tell employees, “All right, everyone, fall in line and be part of this.” Your brand essence starts within your company, and is something that requires investment, cultivation and authenticity. It also must capture your employees’ spirit and passion. If this is achieved, you will have a firm foundation with which you can move forward.
It’s essential that employees:
- See aspiration in the new positioning
- Believe in the vision behind the new identity
- Understand that the new brand has meaning and value
- Feel recognized for their part in adding value to the brand
Communicating What’s New
For the recent relaunch of a video technology company called TVOne, we created a fresh new brand expression to reflect the company’s innovations in large scale video distribution and smart image manipulation. Prior to launch at a major trade show, the transformation from old to new was explained and demonstrated to the entire company. The resulting positive energy turned everyone into an enthusiastic brand ambassador with a compelling story to tell to the industry. When the show ended, they had more and better new business leads than they had ever had before. This was not due to the logo or the tagline–it was because the whole company could articulate and deliver a clear and compelling promise that resonated internally and externally, supported by exciting products and technology that showed a new direction for the company.
A new brand identity should result in something that feels both aspirational and authentic to employees. When your people believe in what the new identity represents, and it feels genuine to them, they become inspired. And inspired employees are the best ambassadors you can have for your brand.