A corporate regrand may seem like a natural way to refresh your company's image or redefine your market positioning. But reconstruction It can be a dangerous decision, especially if your business has a gap of employee experience.

A gap of employee experience occurs when employees see their organizations unlike the way their employers think. And this misuse can disrupt even the most interesting uprising as employees keep the support and enthusiasm needed to make it a rebrand to succeed.

The 2023 Twitter-In-X rebrand is an example of a rebrand that did not “land”, in part because he did not resonate with employees. Rebrand came to the heel of an ultimatum of well documented employees by CEO Elon Musk in Go “Hardcore” with Twitter 2.0 or resigns. Ultimatum left workers to feel anxious, underestimated and upset. After the ultimatum came drastic cutting of head calculationwhich further shocked the company's internal teams. At the time of the X -raising, many of the remaining employees had suffered an unclear experience that left them unconvinced that they were corporate fans.

Although X Rebrand did not crash from the company's employee experience gap, it did not win positive or the customer's rapid engagement. At this point, the public still refers to the platform with its previous name, and reports show that the use and engagement of X fell 30% between 2023 and 2024. This is a sure signal that the rebrand at least crashed.

Otherwise, Dunkin 'Donuts' 2018 Dunkin ' Rebrand made a much warmer public and employees. To be sure, promoting hot coffee sales and pastes is less controversial than reappting a social media channel. However, food reprints are not guaranteed to impress. Consequently, Dunkin 'lies in his ability not only to recover the identity of her company, but to bring employees to the Rebrand as a critical part of the experience.

For example, Dunkin 'pledged $ 100m To ensure that his rebrand included the training and necessary resources of the workers. After all, Dunkin 'did more than just trimmed her name and released an updated logo. The business took steps to ensure that there were minimal rubbing of employees during the Rebrand.

If you are thinking about a rebrand, read further to learn the main reasons Ribies fight due to the employee experience gap, as well as how to avoid them.

Connected: When you know if re -evaluate the right movement for you – and what should you focus on when it's time

Problem 1: Brand changes but company culture No

Ideally, re-rheing should be seen as an opportunity to make a holistic change than a deep skin. However, very often, leaders see it by reuniting in a superficial light and focusing their attention on improving their company's exterior appearance. But they do not look deeper – and only later discover that updated logos and an advanced digital website cannot exceed the effects of an outdated workplace.

According to Hoot Design Company, new campaigns -erection should always be embedded with a component of cultural change. The agency recommends starting all the rebrands by moving through a culture -driven methodology that sets a premium for employee engagement. Making sure her employees feel connected to each other and the company's intentional mission and purpose, a re -business business can decide for sustainability and growth.

For example, before the new -reunion, your company may clarify its mission, vision and purpose with the help of your work power. Adding this type of high -level introspection to your redemption encourages Employee lining-employee And it helps to reduce the gaps of the experience of future employees and obstacles. This also gives you the opportunity to identify any culture -related challenges they deserve to be corrected before your rebrand begins.

Problem 2: Employees are not given voices while planning

When workers are caught by the guards by a rebrand, they can be skeptical or hostile to him. And it's easy to understand why: from their point of view, the leadership didn't care enough about them Bring them to discussion. As a result, they can speak negatively about their employer and his rebrand, making the rebrand moment.

Communicating progress to a rebrand for workers is critical. However, it can be difficult to know exactly when to tell employees about a rebrand that is not ready to discover publicly. This is when it may be appropriate to Seek advice from human resources. HR leaders can help determine exactly how and when to tell employees about a rebrand. In the beginnings with limited roles and functions of human resources, this responsibility may fall to the individual responsible for the wellness of the employees. (Sometimes, this is the founder of the early phase!) Regardless, the objective is to build knowledge of employees in the general redemption plan.

However, this may not be a once approach that leaves employees without any role during the rebrand. Employees should be given vital responsibility in repurchase, so that they can feel a sense of ownership of any changes made, such as offering beta feedback to new logo models or making brand ambassadors with clients on social media .

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Problem 3: Rebrand does not solve the known shortcomings of customer experience

Putting a new name for an existing problem does not solve the problem. Simply masks it. And the employees (especially those who face clients) do not value it when their employer spends money to re-raise and not on the processes known to the drawbacks.

A rebrand should not come to the expense of the regulation systems that are broken. On the contrary, the rebrand can be a good time to address and correct problems to make employee work easier. Accordingly, employees need to feel better about the rebrand because they will be able to do their jobs more confidently and efficiently after starting.

If there is one thing that the big resignation taught the world, is that employees will leave if they do not have the support of the employer. In one 2021 Pew Search Survey57% of workers who had left a quoted job not to be respected for work as a reason. Waiting for workers to do without any help can be interpreted as disrespect.

Rebras can be complicated. If you are considering one, be sure to close any gaps of employee experience. Being proactive will remove one of the biggest obstacles to successfully direct the changes you are looking for.