Fighting brand fatigue
We recently worked on a project where our client had a history of multiple rebrands in a short time. One of the first questions they had was, “How do we overcome brand fatigue in our organisation?” Our client was concerned about how embarking on yet another rebrand would be perceived (rightly so!) and wanted to avoid a situation where the brand would fall flat before it had even launched.
Knowing what was at stake, we designed our work around four key pillars to avoid the painful pitfall of brand fatigue. Each challenge is unique, and each client is different, but we do believe that the following way helped make this project a real success:
- Agree and explain the rationale. Before you embark on the actual project itself, you need to understand and agree on why it is needed in the first place. Whether it is adapting to market changes, changing perceptions of who you are, create more stand-out, or going through a merger. If you don’t have the strategic rationale to back up the change, and you fail to explain to your employees what that rationale is, then you run the risk of it being labelled as another “vanity project”.
- Make a leap forward. With a rebrand, there should be a considerable shift in your new brand to capture the attention of audiences. Small, incremental changes over several years may not achieve the impact you want. So be brave and go big. If not, why bother at all?
- Do with, not do to. By engaging your employees you will not only gain invaluable input, but also build up excitement about the new brand. It’s a win-win. They will understand why change is needed and contribute with knowledge and ideas. You will gain the crucial insights and building blocks for creating the next exciting chapter.
- Be transparent. We often find clients hesitant to share any details about the rebrand to their employees. Many keep it within the senior management team and a small group of employees who are invited to workshops and interviews. The most successful projects we have worked on have taken everyone on a journey, with a clear destination in mind. Simple but effective updates about what’s been happening and what’s coming next can be done face-to-face, via newsletters, emails and the intranet. Share photos of workshops and offer employees a glimpse into the work. What you’ll get back should be a genuine excitement and curiosity about your new brand.
In summary, there’s lots you can do to fight brand fatigue. The businesses that do well at this will create a better internal understanding of the brand, a better employee experience and ultimately a stronger corporate brand.
If you have any questions and would like to discuss further then drop me a line.