Branding as an organizational change

Branding ideally is something that exists from the moment the company is born. It is not a change but is rather part of the living breathing fabric of the organization. That way it is not something that people have to separately "buy into," an approach which may or may not work.

But what happens if for some reason the company changes direction and has to rebrand? Then there is no choice. The company has to create and assimilate a new brand profile. At that point it is time to bring the change management specialists in. Do not think that you will simply announce it, launch it, "roll it out." It will not work. Someone with a deep understanding of the
existing culture has to model out what paths to change have been successful in the past and copy those. Remember that this is not one of those situations where majority rules. There must be absolute total allegiance to the brand from beginning to end.

By the way, expect to fire a portion of the workforce...those who just won't go along. No matter how good their work is, if they don't add value to the brand, they should be out. I cannot emphasize this point strongly enough.