When we consider the creation of brand-strategies for the promotion of new products and services and also to enable business change, it is important for us to remember that the client is human too. Naturally, resistance to changes such as these across an organisation’s workforce can occur. This can be problematic and result in expensive, failed attempts when rebranding projects are developed in isolation of employees. Today, employees want to move away from assuming the position of being a passive spectator to one that necessitates them becoming fully engaged with their future.
As a result of my experience working with clients worldwide, I have grown in awareness that we all possess inherent capabilities as humans — of rationality and also of creativity. However, our natural curiosity to explore and learn can only be applied if we are provided with opportunities that are unrestrictive in nature.
Branding agencies should not merely advise clients on brand and design requirements, but enable them to co-create and develop their branded futures together with employees, stakeholders and partners. If organisational culture plays an essential role within the brand transformation process and employees are central to this — then it’s sensible to suggest that any new brand-strategy is developed in collaboration with the very people within.
The opportunity to express a future-facing creative approach should be available to every person within an organisation. Being enabled to freely operate from a position of inclusivity, collaboration and trust presents opportunities for individual growth and consequently mutual benefit to be released and take shape within organisations.
Building and designing brands together enables us to develop and embed a mindset of ‘we’re in this together’. Operating from this new place helps us to remove siloed thinking and breaks down our accepted natural order of things — instead, we are extended an invitation to actively pursue cultural participation. Moreover, this opportunity amplifies innovation and sustainable business growth through joined-up thinking and shared ownership.
It is human nature to celebrate things created together, and indeed to celebrate our ‘togetherness’ — because when we do this, we are naturally re-empowered and become more human. So when we consider the rebranding of businesses, it becomes less about strategy and design delivered by agencies, and more about restoring and re-invigorating internal cultures — so that they become harmonious, driven by collaboration and well-being… and in-tune with future possibilities, created and designed with an independently collaborative spirit.