You're navigating a challenging rebranding phase. How do you keep your employees motivated and engaged?

In one of the projects I worked on, the turning point in getting full team buy-in during a rebrand was a simple internal session we hosted. We walked everyone through the story behind the change, tied it to our shared values, and clarified how each role fit into the bigger picture. That moment of inclusion changed the energy completely, people moved from passive observers to active ambassadors of the new brand. In my experience, clarity isn’t just about messaging, it’s about involving people early and giving them a sense of ownership.

In my experience as Hoc at the education field A clear vision must be related with realistic expectations including a strategy to follow and assessment to each step set in the strategy.feedback ,evaluation and correction measures will help in making the vision a reality

Bring them into the process. Let them shape the vision, not just execute it. Connect the rebrand to their personal growth. Celebrate the small, gritty wins. Anchor change with simple rituals. And most of all—lead with story, not strategy. People follow energy, not logos. Make it feel like our adventure.

Rebranding can feel like a storm, but a united, motivated team becomes your anchor. Start with “why.” When employees understand the reason behind the rebrand and where the company is headed, they’re more likely to buy in. Transparency reduces confusion and builds trust in the process.

Open communication is the cornerstone of our rebranding process. I encourage everyone to share their thoughts, concerns, and ideas. By facilitating regular feedback sessions and creating safe spaces for discussion, we not only make our team feel valued but also gain insights that can enhance our rebranding efforts. This two-way communication ensures that we address concerns promptly and adapt as needed.

Aligning the team with purpose and I will share my vision. It will helpful for both of us, may be I wouldn't get 100% positive response but I will get 70%-80% of committed people who will work further on upcoming projects.

One of the most effective ways I’ve seen to keep employees motivated during a rebrand is through facilitated, hands-on workshops. At Mastervision®, we run these to create space for teams to pause, reflect, and co-create a shared direction. Unlike routine meetings, these sessions allow everyone to be heard and to align around a common vision. Such a real dialogue helps build trust and ownership. Whether held online or in person, workshops can turn uncertainty into unity — making teams feel included, energised, and engaged throughout the rebranding journey.

Create space for honest feedback. Regular town halls, team check-ins, and anonymous surveys make employees feel heard, valued, and included critical for maintaining morale during change.

Involving our team in the rebranding process is not just beneficial, it’s essential. By inviting contributions and incorporating diverse perspectives, we foster a sense of ownership and pride in our new brand identity. When team members see their input reflected in our rebrand, it enhances their commitment and ensures that our transformation resonates internally and externally

To motivate employees during a rebranding, I'd focus on three pillars: 1. Clear Vision Communicate the "why" and positive future through executive town halls with live Q&A, and a "Future Forward" brand ambassador program of peer champions. 2. Open Dialogue Foster continuous communication via a "Brand Hub" intranet portal for updates and feedback, and informal "Coffee & Conversation" sessions with leadership for listening and empathy. 3. Inclusive Process Involve employees through cross-functional working groups for input on key elements, and an "My Brand Story" campaign to personalize the rebrand and build internal advocacy.

Celebrate Small Wins (But Keep the Momentum Going) Rebranding fatigue is real. To sustain energy and morale: Mark milestones: "Phase 1 complete: New brand strategy approved by leadership." Highlight early wins: "Customer surveys show a 15% increase in brand favorability post-refresh." Recognize contributors: Publicly credit teams for critical work behind the scenes. Pro tip: Soft-launch elements with a select audience (e.g., loyal customers, employees) to gather feedback before full rollout.

2. Open Dialogue Foster continuous, multi-directional communication. This means launching a dedicated "Brand Hub" intranet portal with real-time updates and integrated feedback mechanisms (Q&A forms, pulse surveys). I'd also hold regular, informal "Coffee & Conversation" sessions with leadership where leaders are present primarily to listen and respond to employee concerns with empathy.

Transparent communication is key. You need to address that you understand that not all may feel a rebranding needs to happen but that you also know they want the company to be successful. Then address why the rebranding, what it will for them, and how they can support it.

Open Dialogue. When change is in motion, uncertainty can spread fast. But clarity is the antidote. Keep communication transparent. Involve your team in the journey—share the why, the vision, and how each person fits into the bigger picture. Create safe spaces for feedback. Celebrate small wins. And most importantly, listen. When employees feel heard and part of the process, motivation becomes a shared mission—not a top-down directive.

Rebranding can stir uncertainty—especially among those closest to the brand. By inviting honest conversations early and often, you reduce fear and increase ownership. Even a simple “What do you think?” can open the door to valuable feedback and boost internal alignment.

Foster an environment of open and honest dialogue. Acknowledge that change can be uncomfortable and that it's natural for employees to have questions or even apprehensions. Hold town halls, Q&A sessions, and team meetings where employees can freely voice their concerns without fear of judgment.

Rebranding often sparks uncertainty—70% of change programs fail largely due to employee resistance (McKinsey). Airbnb's 2014 rebrand succeeded by involving staff early, reinforcing purpose, and celebrating small wins. Open dialogues, clear vision, and team-led storytelling turn fear into ownership. Motivation thrives when people feel seen, heard, and part of the journey—not just passengers but co-creators.

Acknowledging and celebrating team’s efforts during transitions boosts morale and reinforces positive momentum. Whether it’s a shout-out in a meeting or a formal recognition program, highlighting individual and collective achievements keeps spirits high and emphasizes the value of each contribution to our rebranding success.

Rebranding isn’t just a strategy—it’s a shared journey. Keep the vision clear, the dialogue open, and recognize every contribution, big or small. But most importantly, make it inclusive. When employees feel part of the transformation—not just subject to it—they bring their best. Evolving with your people, not just around them, is the most authentic way to rebrand. Let them co-author the new chapter. That's where real engagement lives.

Give employees a voice in shaping the brand. Involving them in naming exercises, creative reviews, or messaging alignment boosts ownership and enthusiasm.

Manage Expectations: This Is a Marathon Many rebrands fail because leadership expects overnight results. Reality check: External adoption takes time. Even successful rebrands often require 12–24 months to show measurable ROI. Internal buy-in is critical. Employees must understand and believe in the new direction before they can champion it externally. Communication mantra: "This is a journey. Here’s where we are, here’s what’s next."

3. Inclusive Process Involve employees in meaningful ways to build ownership. This would include forming cross-functional brand working groups to provide input on key elements like messaging and internal rollout. Additionally, an "My Brand Story" employee spotlight campaign would encourage individuals to share personal reflections on the new brand, creating an emotional connection and fostering internal advocacy.

I have personally faced & handled such situations & it is very critical that People own the transformation, if not failure is given, if not short-term, mid to long-term for sure. Hence, it is important that we create champions from various levels of employees to promote the change. There will also be naysayers & they should also be converted through direct (training & coaching) or indirect (peer pressure, pilot success) methods. This would ensure a complete transformation, though it might take longer, success is assured.

Make it an inclusive process. Let your team be part of the story—not just the audience. Invite their ideas, listen to their concerns, and give them ownership in the transformation. People support what they help build. When employees feel seen, heard, and involved, they don’t just embrace change—they drive it.

Don’t just collect ideas—celebrate them. Highlight employee contributions during team meetings or in internal newsletters. Recognition turns participation into pride, which naturally leads to stronger advocacy for the rebrand, both inside and outside the company.

Involve employees in the rebranding process where appropriate, giving them a sense of ownership rather than feeling like changes are being imposed upon them. This could involve soliciting feedback on new logos or messaging (within a controlled framework), involving them in pilot programs for new brand applications, or asking them to be 'brand champions' within their departments.

Making acknowledgement a regular habit rather than only associated with significant events has been beneficial to me. A simple thank-you note or a brief shout-out during a meeting can go a long way towards raising spirits and creating an environment of gratitude, particularly during changes like a rebrand. Little actions have a big effect!!!

Celebrate progress publicly. Teams that feel recognized are 63% more likely to stay engaged during major transitions (Gallup). Small wins matter—acknowledge them often.

Recognition Matters "Small wins = big momentum. I celebrate rebranding milestones publicly—whether it’s a shoutout for the designer who nailed the logo or the sales team testing new messaging. Pro tip: Tie recognition to values (‘Your creativity embodied our bold new direction’). How do you spotlight efforts during transitions?" Style note: Energizing with a tactical tip.

It is extremely important that Consequence, is made clear, transparent & objective. This means that there should be constant feedback on the direction of progress to the team, positives should be rewarded or recognised & sticks should be provided for otherwise. This method ensures that the team constantly course corrects itself & ensure that the goals are met.

When change shakes the ground, recognition becomes the anchor. Celebrate the small wins. Acknowledge individual efforts. Highlight how each person is contributing to the bigger vision. Employees want to feel seen—especially when things are uncertain. Show them they’re not just surviving the transition, they’re shaping it. That’s how you turn resistance into resilience.

And don’t wait for the big wins. Celebrate the small ones too—like a successful internal rollout or positive feedback from a client. These quick wins keep momentum high and remind everyone that progress is happening, even if the full impact of the rebrand takes time.

Acknowledge and celebrate employees' efforts and adaptability throughout the rebranding process. Recognize those who actively embrace the new brand, contribute positively, or go the extra mile to ensure consistency.

Small wins need to be celebrated, especially during uncertain transitions. When our marketing team nailed the internal launch campaign for our new brand, we spotlighted their work across channels and gave personal shoutouts in team meetings. Recognition fuels morale and reinforces momentum.

In times of change, celebrating wins—big or small—makes a big impact. A shoutout, a thank-you, or a team lunch can go a long way. Recognition reminds your team that their efforts are seen and valued, even when the road feels uncertain.

Acknowledge and celebrate employees' efforts and adaptability throughout the rebranding process. Recognize those who actively embrace the new brand, contribute positively, or go the extra mile to ensure consistency. This can be through formal awards, public shout-outs, or even small, personalized gestures. Celebrating milestones, no matter how small, keeps morale high and reinforces positive behavior during a potentially stressful period.

Rebranding is an opportunity for growth and learning. By providing training sessions and resources, we equip our team with the knowledge and skills needed to embody our new brand. Continuous learning ensures that everyone feels confident and competent in representing our evolved identity, fostering both personal and organizational development.

Equip your team with the tools and training to thrive under the new identity. Upskilling removes uncertainty and reinforces confidence in the direction you’re taking.

Continuous Learning "Rebranding demands new muscles. I pair training with context: ‘Here’s how to use the new brand guidelines, and why they’ll help us stand out.’ Once, we ran ‘Brand Hackathons’ to gamify learning. Upskilling isn’t just about compliance—it’s confidence-building. What’s your playbook for equipping teams?" Style note: Fresh angle on traditional L&D.

During a challenging rebranding phase, keeping employees motivated and engaged requires a commitment to continuous learning. Encourage your team to see this transition as an opportunity for growth and skill development. Provide training sessions, workshops, and open forums where employees can learn about the new brand vision and how their roles contribute to it. This not only builds competence but also fosters ownership and alignment with the company’s evolving identity. By continuously investing in their learning, you empower your team to adapt confidently and stay motivated throughout the change.

Provide comprehensive training and resources to ensure employees understand the new brand guidelines, messaging, and any new tools or processes required to embody the rebranded image. This isn't just about showing them a new logo; it's about equipping them with the knowledge and skills to live the new brand every day.

Rebranding often comes with new tools, messages, or workflows. Offer learning opportunities—trainings, workshops, or even bite-sized tips. When your team grows their skills, they grow their confidence. Change becomes less scary and more empowering.

Provide comprehensive training and resources to ensure employees understand the new brand guidelines, messaging, and any new tools or processes required to embody the rebranded image. This isn't just about showing them a new logo; it's about equipping them with the knowledge and skills to live the new brand every day.

Consistently revisit the vision and the strategic imperative for the rebranding, (i.e. declining sales, lead to out of business in x years) and celebrate the small wins (milestones achieved, positive early signs, etc.). Most importantly, manage the communication and expectations that a successful rebranding takes time and efforts, and not overnight.

Frame rebranding as a shared transformation. Emphasize collective growth and adapt together—resilient cultures are built when everyone moves forward, not just the brand.

To motivate employees during rebranding, I'd also focus on: 4. Recognition Spotlight "Brand Champions" and celebrate rebrand milestones to acknowledge effort and adaptability. 5. Continuous Learning Provide role-specific training and "Brand Academy" micro-learning to build confidence and capability. 6. Evolving Together Foster teamwork via "New Brand, New Us" initiatives and ensure leadership acts as role models, embodying the new brand daily.

I have been part of a big rebranding process, and one thing that had a great impact after rebranding is how we announced the wins. We made more noise internally with the deals, even the small wins. I think people sometimes need this type of validation, that we are on the right path.

Emphasize that rebranding is not a one-time event but an ongoing evolution. Communicate a commitment to continuous improvement and adaptation based on internal and external feedback. This creates a sense of shared journey and reassures employees that their efforts are part of a larger, dynamic process.

Lastly, we treat rebranding as an evolution, not a reset. We talk about what we’re keeping, not just what’s changing. In our case, we kept our original mission of creativity with impact but gave it a sharper edge. This helped the team feel continuity rather than displacement and reminded them they’re growing with the brand, not out of it.

Rebranding isn’t just a new logo—it’s a new chapter. Encourage a growth mindset and emphasize that you're all evolving together. Share progress, reflect on what’s working, and adjust as a team. When everyone grows together, change feels less like disruption—and more like transformation.

Emphasize that rebranding is not a one-time event but an ongoing evolution. Communicate a commitment to continuous improvement and adaptation based on internal and external feedback. This creates a sense of shared journey and reassures employees that their efforts are part of a larger, dynamic process.