Don’t forget that your staff and clients are also invested in your business brand. If you are contemplating a rebranding project, try and get them to travel on the journey with you.
If you’ve ever organised a road trip, you’ll know how difficult it is to get a group of people to agree on the route, even if the destination is decided on, so perhaps it’s understandable that companies shy away from wider consultation: they realise it’s unlikely to be possible to please everybody with a rebrand.
But we are all familiar with the idea of democracy: we all know that not everyone can get everything they want, that decisions often require compromises to be made, and that some ideas simply make more sense than others when viewed objectively. In general, even if our idea isn’t the one that’s chosen, we are far more likely to accept the final selection if we’ve been allowed to voice our opinion at a time when it might make a difference.
Allowing staff to voice their opinions is a good way to make them feel involved and is more likely to result in a favourable reception for the final rebrand.