Rebranding your company is a huge decision. While as a business owner, you must have thought thoroughly about the effects of rebranding on your customers, you must ensure that your business rebranding positively impacts your employees.
Depending on your employees’ engagement, the business rebranding can prove either positive or negative. Let’s take a quick look at both the potential positive and negative effects of rebranding on employees:
Positive Effects of Rebranding on Employees
Unites Teams And Team Members
The positive effects of rebranding on employees include allowing them to get to know and work with other employees in the company. Often, employees in one department don’t come into contact with employees of another department. However, with the changes caused by rebranding, employees can feel part of a bigger place, which can prove to be a motivation.
Reminds Employees Of Company Values
Business rebranding allows employees to familiarize themselves with the company’s mission, vision, and values. Employees working at the company for a long while can often forget the purpose they took up the job. But business rebranding presents the perfect opportunity to remind employees of the company values subtly and effectively.
Negative Effects of Rebranding on Employees
Forces Employees To Leave Comfort Zone
Business rebranding doesn’t always entail a lot of change in how a company operates. However, it can still feel forceful to the employees. To motivate employees, employers can often exaggerate the change, which can overwhelm the employees. Overwhelmed employees may feel kicked out of their comfort zone by the pressure to adapt to the change.
Employee May Not Relate To The New Values
One of the most probable effects of rebranding on employees is the risk of not accepting the change. This happens when the business rebranding does not include employees’ approval or opinion. Employees who are just informed about the change at the last minute or after it takes place can especially find it hard to accept. Employees joining the company when it used to showcase itself differently can feel disconnected and demotivated at work.
Conclusion
A company opting for business rebranding must evaluate how its employees will react to it. After all, employees are the first customers of any business. If the employees’ motivation and engagement levels fall due to the rebranding, the business might suffer from a lack of resources to communicate the positives of the change to its secondary customers.
As a business owner, you need to make your business rebranding into a gradual process. Focus on internal rebranding before making it public. Include your employees and their opinions. Employees are often more aware of certain business operations than the higher management, allowing them to add considerable value to the rebranding. Thus, the easiest way to execute successful rebranding for your business involves informing employees of your intentions with the business and organizing a voting process for the new name, logo, and everything else.
