The Power of Rebranding

Unless the CEO and the organization share the same name, leadership is destined to change. Even a family-run business passes the baton to another generation at some point. At public and private institutions alike, change is a prime indicator of progress. Some leaders feel the need to move on after a certain number of years and make it their policy. Some organizations believe a leadership change every seven to 10 years will bring with it renewed vision and fresh direction. But how can these seemingly drastic changes at the very top of an organization be communicated in a positive way, both internally and externally?

Rebranding.

Rebranding is an extremely effective resource for transitional leadership. It can communicate a positive transformation while building upon history and tradition. It can illustrate a new path and vision while appealing to its most loyal supporters. Want to rally the team? A rebrand can be the focal point. Did morale take a hit prior to the new leadership? A rebrand can rejuvenate the spirit within the organization and among consumers. Need to show progress in the wake of uncertainty? A rebrand underscores the idea that “We are truly on the move!” Is the new leadership the result of a merger? A rebrand can bond various factions in a shared course and purpose.

Some entities will never rebrand. Those that do will do it for a good reason. They have a goal, and in many cases, more than one. Boosting sales by changing perception. Expanding a market by restyling an outdated image. Demonstrating that the new face in the front office knows the past and believes in the future. Proving that the wrapper may have changed but the recipe inside will not.

Reassurance. Confidence. Commitment. Pride. Unity. Rebranding is a powerful tool. In the right hands, it can be used to build precisely what an organization needs.