Changing your brand identity is disruptive; it’s meant to be. Disruption related to any business can be positive or negative. Rebranding or changing a company name isn’t easy. Knowing what to do is one part of the equation; understanding how to implement the change and preparing for any pitfalls is much more difficult.
We’ve compiled some potential barriers and “speed bumps” you should be prepared to address if you decide to change or rename your organization.
1. Finding a name can be difficult.
Working through the seemingly endless list of potential names can be daunting. The ideal name may either be difficult to land on or tough to claim once found. There may be times when “lightning strikes,” and a new name is born without complications. But plan for a difficult journey (longer timeline, more internal discussion, potential market testing) than you might think.
2. Be prepared for “push back.”
Change is difficult. And for many professionals, change may not seem worthwhile. There may be individuals within the organization who are doing rather well although the organization is not. Other team members aren’t looking at the long-term health of the company. These individuals may be more focused on short-term deliverables. Branding has the potential for short-term impact, but it is a long-term strategy. Managing “push back” typically requires addressing individual questions and concerns. Be prepared to spend time and energy attending to these potential conflicts and proactively addressing individual concerns before they become a part of broader more public agenda.
3. Recognize the need to over-communicate.
As the new brand and name are pushed outward, the core brand team will get tired of talking about it. The brand platform will seem redundant, and advocates will feel they’ve repeated themselves over and over again. Keep going. While those closest to the branding initiative may feel like the initiative is being overexposed, communications research supports the idea that to move a brand forward within an organization then the messaging must be reinforced regularly and often.
4. “How” you communicate matters.
Organizations shouldn’t rely on informal channels to build knowledge and support for the new brand. Research shows that communicating the positioning and expectations through formal channels is the optimal method for gaining traction within the organization. Without ongoing, formal communications support, people are left out, messaging is fractured, and goals and needs are misunderstood. If you don’t have productive or reliable formal channels established, either recommit to making those channels work or establish new ones. If the leadership can’t communicate through respected, official channels, any brand efforts will be severely handicapped.
5. The supporting work will take more time and effort than you think.
Beyond marketing, the legal and business aspects of a name change are significant. Whatever time and resources the work will require, plan to double it. There are always legal questions, business decisions and government regulations that will inevitably arise as you work through what was believed to be a simple issue to resolve. Give yourself plenty of time, and be prepared to spend resources beyond marketing.
At The Jakes Group, we have vast experience helping companies explore their brand identity. If you’re thinking about rebranding or changing your company name, let’s have a conversation. Contact us today.