Introduce new branding from the inside out, part 2

When a company is introducing new branding, informing employees first before informing dealers, customers and the industry can go a long way toward strengthening employee trust. The first step in conveying any change is to ensure leadership is all on the same page, so they can communicate a consistent message to employees. Conflicting, varying messages to employees will do the opposite and reduce trust levels.

Once leadership is unified and understands how the new branding is being communicated, it’s time to begin engaging employees. Employees are a company’s brand ambassadors. How well they understand and convey a brand’s message and values directly influences the success of that brand. When they trust in a company and are informed and engaged with its branding, vision and business strategy, that trust and engagement are conveyed to customers and others in the industry.

Barry LaBov

LABOV Marketing Communications and Training

www.labov.com