Plenty of time and effort goes into selling a rebrand to senior stakeholders. And that’s understandable. As decision makers, they bear the ultimate responsibility for investing the marketing budget wisely so they need to be happy.
But do you give as much thought to your teams implementing the brand? Being landed with new guidelines when they’ve had little involvement will be challenging, frustrating and demotivating. It could also mean the rebrand will have minimal impact or, at worst, is doomed to fail.
If you want the best outcomes from the brand process, it’s vital to bring your whole team on the journey.
Include a range of stakeholders
Stakeholder interviews are an excellent way to gather intelligence, as people will usually speak more openly one-to-one. Hearing from the CEO, CMO and Head of HR will give you the views of the ultimate decision-maker, the person driving the project and the one responsible for living the work internally.
This may be your only chance to engage the CEO early and gain insight into why they want to rebrand. It can also help you understand any tricky relationships or politics before they become barriers.
Once the leadership have voiced their hopes, fears and frustrations you can engage department managers. Ask them to gather feedback from their teams. The people using the brand every day will have really practical feedback on where things don’t currently work, which is vital when the agency is solving challenges further down the line.
Choose the team wisely
Engaging the marketing executive, salespeople and engineers, from most-established to newest team members, will give you a true picture of what the company thinks and how aligned they are. You’ll also get a sense of who can be a champion for the new brand when it comes to launching and embedding it in the business.
Choose your numbers wisely. ‘Design by committee’ kills creativity and can stall the process. While a wider team of stakeholders need to be aware of progress, you’ll never get a consolidated view from 12 people in a room, and what starts as ambitious thinking will inevitably be watered down.