Rebranding a company is a powerful tool that can completely refresh a brand’s image, give it a new identity and increase its recognition in the market. But for the change to be effective, it must be consistently communicated – not only to customers, but also to employees and staff. One of the tools in this process is company merch, which helps to both reinforce the new branding among the team and solidify it in the minds of customers .
In our post “Brand rebranding: corporate merch as a tool to build brand awareness” we wrote about the role of corporate apparel in the rebranding process. This time, we’ll focus on how to effectively engage a team in a company’s rebranding to make the process authentic, cohesive and energizing.
Why is it critical to involve the team in the company’s rebranding?
Rebranding a company is not just a change of logo or color scheme – it is a change of brand identity, its mission and values. Employees are the ambassadors of any company – if they don’t feel the new brand image, it will be difficult to convince customers to accept the change.
It is very important that a company’s rebranding or even renaming makes it feel like a natural and appropriate step in the brand’s resume! This is why the involvement of the team is so important in the success of the entire process.
When employees identify with the company’s new identity, the change becomes natural and more authentic, which positively affects its perception both inside and outside the organization. In addition, a team that has a good understanding of the company’s new branding will communicate it consistently, which builds consistency in the brand message. Active participation in change also increases the motivation of employees – they feel valued and have a real impact on the future of the company, which fosters their commitment and loyalty to the brand.
How to effectively engage the team in the company’s rebranding?
Consultation and voting – let the team co-create the new brand
One of the best ways to involve employees in rebranding corporate from the beginning of the process is to allow them to participate in decisions whenever possible. This can be done through:
- Surveys and votes
Ask the team for feedback on the new company identity, color scheme, logo or slogan. - Creative workshops
Hold meetings where the team shares their ideas for new corporate branding. - Beta test the new identity
Let the team be the first to see the new branding and gather their feedback before the official implementation.
New photo shoot – building team energy
Nothing builds commitment to a company’s rebranding like a shared experience. Organizing a professional photo shoot for the team in reference to the company’s new identity is a great way to integrate and promote the new brand image.
Best of all, the results of such a session can be used after the company’s rebranding – in employees’ email footers, marketing materials or a refreshed website and social media!
Refreshed merch with new company branding
Corporate promotional apparel or gadgets with a brand logo are an effective tool in the process of changing a company’s image. Personalized corporate clothing for male and female employees helps the team feel the new brand identity. That’s why it’s a good idea to refresh your collection as part of your rebranding! Didn’t have your apparel before? Then this is the perfect time to introduce it!
It’s especially worth taking care of the basics, i.e. popular and well-liked choices among the company’s merchandise. What bestsellers do we recommend at MerchUp to get you started?
- Sweatshirts! The three top cuts are the MerchUp hoodie, classic and oversize sweatshirt.
- T-shirts – here you can bet on classic ones in men’s and women’s versions or oversize ones.
- Socks! Our #teamMerchUp likes the terrycloth version the best.
- Cotton bags – larger in shopper version or such classic cotton ones!
It’s the perfect package to get you started, and then you can keep going wild! There are as many options as your ideas. Printed corporate apparel makes employees more likely to identify with the new brand and helps promote it – so it’s definitely worth it!
Internal campaigns – communication of change
Rebranding communication is the key to success. To make the rebranding process successful, be sure to implement tools like the ones below.
- Newsletters and internal communications – keeping the team informed of the company’s rebranding stages.
- Company events – meetings and presentations where leaders explain the rebranding strategy and answer questions.
- Educational materials – short courses or infographics explaining the company’s new branding and the reasons for the changes.
Rebranding of companies – how to avoid mistakes?
The rebranding process can be complicated, which is why it is so important to manage it properly at every stage. First and foremost, it is important to ensure effective communication with the team – lack of information can lead to chaos and misunderstanding among employees, which will undermine the effectiveness of the rebranding.
Equally important is the consistency of all materials – the new brand image should be consistently implemented at all points of contact to avoid inconsistencies in perception. It is also important that the team accepts the changes and identifies with the company’s new identity, as negative employee attitudes can undermine the effectiveness of the entire process.
In summary, rebranding a company is not only a visual issue, but also a change in organizational culture and communication. To carry out a rebranding successfully, it is crucial to involve the team at every stage. Company merch, i.e. printed corporate apparel and gadgets, are effective tools to help employees feel the new brand identity and promote it externally. Remember that the rebranding strategy should be well thought out, and its communication should involve the whole team! This will ensure that the change in the company’s image will be natural and positively received by both the team and customers.
