Guide

The most underrated brand launch tactic

Understanding the importance of a rebranding ceremony

Brand Strategy
July 26, 2024

Understand the importance of a rebranding ceremony

As the foundation of a new brand comes together and teams work toward its unveiling, considerable focus is placed on the external launch and rollout. Deep in the trenches of checklists and launch timelines, it is easy to forget that rebranding is a transformative journey that redefines a company’s identity and direction. The internal launch (and the ceremony that comes with socializing a new brand) is a crucial step that acknowledges the human and emotional aspects of branding. Understanding the profound impact of this internal ceremony can be the key to a truly successful rebranding effort.

From holidays to graduations, ceremonies play an important role in life. They add structure and meaning to important milestones, help people process life changes, and act as a backdrop for lasting memories. This also holds true for the workplace: when it comes to rebranding, employees can feel apprehensive about change and what it might mean for them. Ceremonies create an opportunity to face that uncertainty and transform it into excitement.

Why is the ceremony of a rebrand so important?

A new brand is not just a new logo or messaging; it’s a new perspective on what a company does and what they offer. An internal brand launch is a powerful tool for fostering employee engagement, aligning organizational culture, and ensuring everyone is on board with the new vision. It enables the whole company to take a breath and mark this pivotal moment in the evolution of the business.

Decision-makers might think that the time and expense of an internal brand launch ceremony is unnecessary or excessive. However, ignoring this important component of a branding effort can lead to poor brand adoption, a lack of clarity, and lower morale—all outcomes that can greatly diminish a new brand’s impact.

The ceremony of a rebrand can help solidify the success of your efforts through:

Acknowledging and celebrating the hard work and contributions of teams and individuals involved in the brand’s development
Helping employees recognize the importance of the moment
Making employees feel valued and excited about the brand’s future
Garnering buy-in by helping employees feel included in the brand’s journey and invested in its success
Helping them understand their role in the bigger picture

Strategic branding drives key outcomes

Generally, by the time a new brand is ready to be shared internally, the leadership team and those working on the brand project have had time to adapt to the new brand. However, the rest of the company will also need time to acclimate to the change, especially individuals who have worked in, on, and around the legacy brand for a long time. If the rebrand includes a name change, this will be doubly important, as attachments to the legacy name can be strong.

What does it look like to get a brand ceremony right?

Honoring the ceremony of a rebrand does not have to be costly or cumbersome to be effective. In practice, this could be an in-person or virtual event that includes some branded swag, a brand launch video, some finalized business tools, and well-crafted communication. At a smaller level, it could be as simple as a dedicated all-hands meeting where the new brand is unveiled.

Regardless of scale, the brand launch ceremony gives everyone something solid to latch onto, even as some of the things they’re familiar with start to fade away. Done correctly, this event will improve understanding of the new brand, clarify expectations, and generate excitement and momentum. If you’re aiming for a seamless and effective brand transition for your company’s rebrand, make sure to incorporate a brand launch ceremony into your roll-out plan.

By Stephen Strigle

Principal - Sustena

New York Office

Stephen leads the brand strategy function at Sustena, identifying the key insights that shape a company’s brand foundation. Having grown from a curious intern to a senior leader, Stephen is responsible for managing, teaching, and driving innovation in Sustena’s brand research process.

By Jillian Haynes

Manager - Sustena

New York Office

As Sustena’s Senior Director, Creative Services, Jillian’s brand work spans strategy, project management, visual brand development, and implementation.