What should employees understand about a rebrand after consolidation?

Employees should understand why consolidation requires a rebrand, what the shared direction means and how their contribution matters to its future. Explain the business reasons behind the identity, and give employees opportunities to share their ideas and concerns.

Explain the business change behind the identity

A rebrand after consolidation needs an explanation of the business change, not just an introduction to a new appearance. When the Ardonagh Group consolidated four high-performing brands under the Price Forbes name, the identity needed to honour a century of heritage while supporting future market opportunities and attracting talent.

The Price Forbes rebrand involved employees in the research phase, recognising that they would have concerns about what consolidation meant for them. Supporting materials explained why the approach had been chosen and how vital employees were to the vision for the brand's future.

For an internal launch, explain what the new brand is intended to help employees achieve, and take their ideas and concerns into account. A 2025 global internal-communications survey by Gallagher found that 44% of internal communicators identify change fatigue as one of their biggest barriers to success. Give employees the business context rather than presenting the identity as an isolated management decision.

Sources: The inside story: why your people shouldn't be just passengers on your brand journey, Price Forbes: A bold brand for a new era of insurance

How The Frameworks helps

Introducing a shared brand

Your employees need to recognise their place in the brand that brings the consolidated business together. The Frameworks pays particular attention to the identities and loyalties employees bring from previously separate businesses, and how those affect their response to a shared identity. Through employee and stakeholder interviews, it explores those perceptions and works with you to shape a brand that reflects the combined business without overlooking the people and work behind it.

The Frameworks develops the shared brand identity, explanatory materials and a coordinated employee launch. The identity gives the consolidated business a common expression; the materials connect it to the change employees are experiencing; and the launch introduces it across teams and locations. You get a coherent way to introduce the brand internally, with language and design that help employees relate their own work to the business they are now part of.

Let’s talk about introducing your shared brand 

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