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Why involving your employees in a rebranding is not a nice-to-have, but a must-have
For them, your brand is much more than just a visual identity. It’s something they’ve been connected to for years — something they take pride in. That’s exactly why a rebranding can feel like something that’s happening to them.
If you don’t bring your employees along in the process, you’re missing out on a huge opportunity—and, unintentionally, increasing the risk of resistance. Employees are your first and most important brand ambassadors. They bring your brand to life, both internally and externally. Their engagement is crucial for success.
What can happen if you don't involve your employees?
We’ve seen it firsthand. A new corporate identity was unveiled as a surprise—not just to the outside world, but also to employees. The new logo? Pink. The company vans? Also pink. The corporate clothing? You guessed it. Especially the—predominantly male—workforce felt completely overlooked. Overnight, they had to swap their sense of masculinity—wink—and head out fully dressed in pink.
Of course, everyone knows: a rebranding isn’t something you just ‘do’ or decide overnight. But that is how it felt to the employees. And that’s exactly the point we want to highlight.
So what does work? Engage, listen, share.
Luckily, around the same time, we also witnessed a textbook example of how it should be done: engage, listen, share. This organisation built a small arena at their HQ, where employees were personally briefed in small groups on the new strategy, brand positioning, and visual identity. The new brand was celebrated. Everyone felt part of the story—and they started to embrace the change.
Another great example: the recent merger of two educational institutions. Communication didn’t just happen at the executive level but was taken straight to the work floor. People involved in the merger visited all locations to talk with employees—from management to facilities and admin staff. No formal presentations, just grabbing a coffee and having an open conversation.
Questions like, “How does this affect you?”, “What are your thoughts on the merger?”, and most importantly, “What do you need?” sparked invaluable insights. It turned out some colleagues felt it was more of a takeover than a merger. That matters—and demands nuance in your messaging.
They also organised a pre-launch event for the new visual identity. Employees got the first sneak peek of the new brand and were invited to give feedback, share ideas, and build pride in what was coming. The result? Initial doubts turned into ownership. Employees proactively pointed out what still needed updating. That’s buy-in in action.
Do I have to cater everyone's opinion?
Let’s be honest: you can’t accommodate every opinion. And that’s okay. But what is essential is explaining why you’re making certain choices.
Resistance often stems from misunderstanding. By bringing your employees along in the why—why this direction, these colours, this name—you build understanding, even if someone might not fully agree with the outcome.
5 tips to successfully involve your employees in a rebranding
A successful rebranding starts from within. Here are our most valuable tips from practice:
1. Tell the story behind the change
Share the ‘why’. Why this step? What were the considerations? What are the goals? What’s in it for everyone?
2. Start conversations (and really listen)
Ask questions, be curious. Not just to gather input, but to show people they matter
3. Be honest and transparent
You won’t be able to implement all feedback—and that’s fine. Instead of committing to things you are not sure you can achieve: be honest. Clarity prevents disappointment.
4. Introduce the new brand smartly
Think of an internal launch, a preview event, or an internal campaign that brings the story to life.
5. Keep the dialogue going—even after the launch
Keep communicating, even once the new style is live. Share successes, ask for feedback, and show the progress.
Our role—from design to execution
We ensure your rebranding not only looks great on paper but is rolled out seamlessly—from building signage to fleet branding, from workwear to wayfinding.
Because we work closely with all levels of an organisation during implementation, we see what really happens in practice: how employees react, where things rub, and—more importantly—what sparks excitement and pride. A brand change affects more than just design—it impacts people, processes, and daily operations.
Supporting internal communication during such a transformation is a profession in itself. We see every day just how critical it is—and how much it influences the success of your rollout.
Curious how to organise your rebranding rollout flawlessly and effectively? We’re happy to share our insights and think along with you. Feel free to contact us using the form at the bottom of this page!
