Corporate Rebranding and Your Employees

Posted by Rahna on August 5, 2010 under Branding, Personal Branding, Strategy | Be the First to Comment

It seems a lot of companies that I talk with are undergoing a rebranding process.  This can happen for many reasons, such as: 

• Acquisitions of or mergers with other companies requires a “folding-in” process of many products, services and brands under one umbrella
• A company entering new markets
• New product/service introductions
• New management
• The strategic plan calls for an investment in branding

When this happens, a company needs to invest not only in external efforts to establish the new brand in the hearts and minds of its customers, consumers, investors, suppliers and other members of the external community, but also with its most valuable internal base, its employees.  These are the people who will have to embody the brand day in and day out, so wouldn’t it make sense to ensure that they have a strong understanding of that branding strategy and how their individual efforts contribute to that? 

In fact, this is an excellent time to consider an exploratory of this interplay between company and personal brand.