When should we involve employees in a rebrand?

Involve employees during the initial research, before the creative brief is set, so their experience helps shape the brand rather than merely responding to its launch. Include people across roles, seniority levels and locations to understand their pride in their work, customer knowledge and views of the business.

Let employee experience shape the brief

Employee involvement should begin with research, not with consultation on a finished identity. The Frameworks starts its projects by speaking to employees at different levels and locations, from factory floors and customer service desks to the CEO's office. The conversations explore business opportunities and challenges, the qualities employees believe the brand should represent, what makes them proud of their work and what they know about customers' pain points.

Use employee interviews to understand the business from the inside before deciding what a rebrand should express. The Frameworks presents its findings to the client, confirms the intended direction and turns the insights into a creative brief. Employee experience therefore informs the brief rather than becoming a reaction to creative work already completed.

The Frameworks argues that a credible brand must be rooted in genuine employee and customer experiences. Involving employees from the outset gives the identity that grounding and helps build support for the change.

Sources: The inside story: why your people shouldn't be just passengers on your brand journey

How The Frameworks helps

Involving employees in your rebrand

You need a rebrand that employees recognise as a credible expression of the business they help deliver. The Frameworks uses employee and stakeholder interviews to understand how people relate to the existing brand and where that relationship differs between teams or locations. It works with you to connect those perspectives to a shared identity, paying attention to what employees value in their work as well as what the business needs to change.

The Frameworks develops the shared brand identity, explanatory materials and coordinated employee launch that connect this understanding to how the brand is introduced. The materials explain the identity and its relationship to the business, giving you a consistent basis for communicating the change across teams and locations. You get a brand grounded in employee experience, with the explanation and launch support to help people understand what it represents and how they belong within it.

Let’s talk about employee involvement in your rebrand 

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