Rolling out a new brand: Managing change internally

Introducing a new brand for your nonprofit is exciting but also daunting when thinking about how to get everyone up to speed and excited about the change before you share it publicly. A successful internal rollout not only creates a sense of ownership among staff but also equips them with the tools to be effective brand champions. We create rollout plans with our clients as they prepare to reintroduce their updated brand because the internal rollout also affects the public launch and the ongoing implementation of your brand. Here are six key factors to consider as you prepare for a successful internal rollout:

1. Communicate early and often.

Before you make any public announcements, start by sharing upcoming changes with your staff. Letting folks know the plan ahead of time will build trust and enthusiasm from the beginning.
Tips:

• Kickoff meeting: Host a gathering where leadership and communication team members can share their vision behind the rebrand. Share why you are rebranding now, why it is important for organizational growth, and how it aligns with your strategic plan. Why now? Also, share a general timeline or process with the group so they know there is a plan and that you’ve carefully considered how you’re rolling out.
• Regular updates: Leverage the channels you already have to communicate with staff about the progress of the rebrand. This could be five minutes at your regularly scheduled all-staff meeting, a dedicated channel or updates in Slack or Teams, or a line in your monthly or quarterly internal newsletter. Keep the door open for any staff questions or concerns that may pop up by sharing a key contact person for this project.

2. Involve staff in the process.

Form a representative working group by identifying staff members who can speak to the different departments and perspectives at your organization. Offer opportunities for staff throughout the process such as:

• Feedback sessions: Strategically think about specific points in your project where you could ask for staff input. This could involve group activities where they generate ideas regarding the organization’s personality or for specific feedback on a new name. Always communicate a plan for addressing feedback you receive–find more tips on sharing work with stakeholders here.
• Brand champions: Identify individuals from different departments that could act as advocates for the new brand, this may naturally be your working group but you could also bring in more folks to this task. Champions can help share information about the new brand and gather feedback from their teams as they use it. Read more about how one of our clients, Ipas, established brand champions.

3. Provide training and resources.

Once the new brand is ready, ensure that all staff members understand how to write, speak, and design using your new brand, and where to find resources. This may include your brand identity guidelines or an online brand guide, a centralized messaging document, and any social media assets.
Tips:

• Organize brand trainings: Schedule workshops where staff can learn about the new brand and practice using it in likely scenarios. Big Duck often creates role-playing exercises for our clients where staff and board can practice using messaging and reciting the new elevator pitch.
• Build an online brand guide: Develop a comprehensive brand guide online that can hold all your visuals and your messaging so that staff can easily find everything they need to create branded materials. It’s also easier for your staff who are maintaining the brand to update assets for staff to download and use in real time. Bonus–include your brand strategy too.

4. Create a culture of engagement.

It’s natural for rebranding (or introducing any big change) to cause anxiety or uncertainty among staff. To help counteract this, create spaces and moments for your team to feel valued and heard.
Tips:

• Host open forums or office hours: Create regular opportunities for your team to voice concerns or ask questions. Consider facilitating a bi-monthly or quarterly office hour where staff can “knock” on your door to ask questions. You could also share anonymous feedback surveys or create a monthly check-in moment during staff meetings.
• Celebrate milestones: Acknowledge your wins and the progress you’ve made during your process as a team. Did you pick a new color palette? Celebrate with a fun color-themed staff meeting or presentation to share with your staff. Also recognizing the contributions of your working group members who put in the hard work can boost morale and reinforce everyone’s commitment to the new brand.

5. Prepare for a public launch.

After your internal rollout is complete and your staff feels confident to represent the new brand, it’s time to prepare for the public launch.
Tips:

• Internal “soft launch”: Consider an exclusive preview for staff, board, or volunteers before the public reveal. This could include branded swag (who doesn’t love a fun tote bag!) or a celebratory event like revealing your brand at a specific major donor event that you’ve already planned for.
• Create an external rollout plan: Months before you plan to launch your brand to the public, take an inventory of everything that needs to be updated with your new look and voice– e.g. signage on your building or office, brochures, t-shirts, newsletters, or your website. Be sure to consider all your stakeholder groups as you plan your rollout. Create a process and timeline outlining who will learn about your new brand, when they will be informed, and through what channels or people. Identify the staff members who will play key roles in this process and equip them with the necessary tools and resources to update and engage others.

6. Monitor and adapt.

Once the brand is public, your work is not done! Continue to gather feedback from your staff and your key audiences to see how the rollout is progressing and if you need to provide more tools or training to meet their needs.
Tips:

• Check-in with staff: Ask staff how the rollout is going in staff meetings or regular department meetings to surface any new issues. Create reminders for yourself at six months and a year after your rollout to keep the feedback loop alive. Conduct a brand checkup.
• Create opportunities for continuous learning: Integrate a module around your brand as part of staff and board member orientation where folks are trained and learn how to leverage your organization’s brand assets. Create a brand refresher training for staff once a year so folks are continually reminded of the resources you have available to them. Test new approaches to brand refreshers as part of your staff retreat.

Rolling out a new brand is exciting and an opportunity to engage your staff, reinforce your mission, and create an authentic identity that resonates with your community.