The business world is filled with buzzwords, catchphrases, and mantras. From “hybrid” to “customer journey” to “ecosystem,” each carries its own nuance and flavor that can shift from person to person.
“Change management” is one such term. According to a report by Harvard Business School, change management “refers broadly to the actions a business takes to change or adjust a significant component of its organization.” For large enterprises, it might mean sweeping changes to branding, marketing processes, IT structure, and everything in between. Seems straightforward enough, right?
Things can get complicated when people hear the term “change management.” The term can conjure up feelings of frustration brought on by an ever-shifting corporate landscape. By its very nature, change means leaving an established comfort zone, and as we all know, many people don’t like change.
Companies undergoing a major rebrand face a significant risk. By avoiding the topic and failing to implement an effective change management strategy, they may approach the transition haphazardly. This approach can ironically make the impending changes even more difficult to manage.
The cringe factor: Change fatigue
Anyone who’s undergone any sort of large-scale transition knows that change fatigue can be real. Heather Jones, Director of Client Engagement and a change management leader at BrandActive, explains that change management has a longstanding stigma.
Find the term for change management that resonates within your organization. What's most important is to engage and gain stakeholder buy-in throughout your rebrand.
“Some of the factors that have started to contribute to the negative stigma following change management started in the late 90s and early 2000s. At the time, there were a lot of organizations going through frequent restructuring, mergers, and acquisitions.
“As a result, stakeholders within companies finding themselves in a constant state of flux started to develop what we now call change fatigue. In turn, change fatigue, rather than change itself, grew into a prominent issue.
“We began to see that change fatigue contributed to employees and other stakeholders becoming skeptical of new initiatives,” Jones said. “People began to question the motivation behind change and viewed change management as disruptive. In some cases, they even associated the term with impending job insecurity.”
It is these hurdles that a carefully crafted change management strategy can help organizations overcome. What’s more, rushing headlong into a rebrand without implementing such a framework can lead to a host of risks that can impact the new brand and the people working to build and implement it.
The risk factor: Rebranding without a change management framework
When attempting an enterprise-wide rebrand without a change management plan in place, the risks can go beyond those posed by internal change fatigue. Things can get even more complicated both internally and externally. Here’s how:
Continued use of legacy assets
Rebrands are complicated. Within large organizations, there can be hundreds if not thousands of branded assets that need consideration. Without a change management framework in place, it can be difficult to ensure that everyone in every department is using current and approved documents. The net result? Brand inconsistency and ongoing confusion in the marketplace.
Ongoing confusion for customers in the marketplace
Beyond confusing consumers, when legacy assets are still in use after launching a rebrand, it can lead to questions about company stability. In turn, those questions can lead to investors wondering if your company is still a safe place to put their money.
The solution: Get all departments onboard
Even if you ultimately decide that the term “change management” isn’t for you, the basic principles can help ensure that everyone involved is rowing in the right direction.
For many companies, the first step is to reach out to a partner well-versed in navigating change through a rebrand. In this capacity, a change consultant can provide guidance and expertise they might not have in-house.
Identify gaps in the rebranding process
When it comes to rebranding, many organizations rely on communications or HR departments to handle the bulk of the organizational change. And, while this might solve a few problems, it can’t solve them all.
According to Jones, “There are so many nuanced factors when it comes to a rebrand. Each factor requires a stakeholder who understands how it all pieces together enterprise wide. A change management plan can help identify any personnel gaps that might crop up in relation to that.”
Rebrand roadmap - from development to implementation
This high-level infographic provides a look at the steps involved in your brand conversion from a brand implementation and development perspective. Learn what happens in what order during a typical rebrand so you can build your rebrand roadmap for success.
Keep all stakeholders and employees aligned
A change management plan can also provide measurable targets that help employees track progress, feel satisfied with their work, and connect to the organization’s goals. A change consultant can help craft a plan that considers the impacts on the people who will be working through the change. They can also ensure the plan allows them to align with and adopt the changes happening around them.
Why a change management solution is essential for a rebrand
1. Strategic alignment: A change management approach ensures that every aspect of your rebrand strategy is aligned with business goals, your position in the market, and customer expectations.
2. Stakeholder engagement: A strategic change management solution prioritizes transparent engagement with everyone from employees to customers, partners, and investors. This builds trust, reduces resistance, and generates excitement for a new brand identity.
3. Minimized disruption: A change management plan can streamline the rebranding process by identifying risks and offering strategies to minimize them.
4. Employee management: By offering the right tools and training, you can help turn employees into brand ambassadors who are eager to promote the rebrand both internally and externally.
5. Customer retention and acquisition: Change management drives customer loyalty by making the reasons for your rebrand crystal clear. It can also help position your new brand to attract potential customers.
6. Measurable outcomes: An effective change management framework also includes robust metrics and feedback mechanisms to track the progress and success of your rebrand. The best part? There’s no guesswork—everything is backed by data.
What to ask when implementing a change management framework
When it comes time to implement a change plan to streamline a corporate rebrand, the discovery process is crucial. The process will normally begin with a series of questions, all designed to focus attention where it is most needed. In BrandActive’s case, we ask:
- How can we support stakeholders through the changes they will be experiencing?
- How will the rebrand change stakeholders’ current roles?
- How will the rebrand impact current processes?
- How will the rebrand affect the way stakeholders use tools and technology?
Once those questions are answered, it’s time to get moving. If you’re ready to talk about change management through your upcoming rebrand, drop us a line. We’re always ready to chat.
