The B2B Tech Rebrand Change Management Playbook
Your Step-by-Step Playbook for Managing a Successful Rebrand That Employees Adopt and Customers Love
“You want to be able to have every single person who works for your company be able to articulate why it is that they come to work every day…because brands are built from the inside.” - Emily Oberman, Pentagram
If you’re reading this and just underwent a brand transformation, congratulations! You did what few firms have the guts to actually do: You got serious about your brand. By now, you know a rebranding strategy is more than colors and fonts. You know that it all comes down to how the world experiences your brand, and that all starts with your brand communication and how you roll it out to the world.
Or maybe you’re reading this because you’re thinking about a rebrand. If that’s the case, great! You’re about to see that a brand change is more than a logo and a website. Do it right, and you’ll launch something your team and customers will love for years to come. Do it wrong, and you’re in for a world of chaos.
A rebranding strategy is important, and launching your brand the right way is a crucial part of that strategy.
Getting your rebrand wrong isn’t cheap. In 2001, Royal Mail rebranded to Consignia but faced intense internal resistance and public backlash, eventually reverting to its original name. The failed rebrand cost Royal Mail an estimated $1.5 million.
Remember RadioShack? Without clear brand communication or internal alignment, their 2009 rebrand to “The Shack” was met with confusion, and employees struggled to explain the change to customers. The rebrand was so poorly received that it marked the beginning of a decline for the entire company, which eventually declared bankruptcy.
A lot needs to happen from the inside out to ensure that your new brand is executed and implemented the right way and with impact.
Before you get started on all the tactics involved in managing a successful brand transformation, it’s important to take a moment and celebrate with your stakeholders for making the brave decision to do this. Don’t overlook the work and resources that have gone into creating your new brand. It’s a big moment!
When you’re done sipping champagne, use this guide as a checklist to ensure the new brand permeates everything you do, and ultimately causes your business to benefit and grow from it.
In this guide, we’ll walk through what you need to do internally with your team and then externally with your customers, clients, and partners to ensure a successful brand change.
Enjoy!
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