The 6 success factors in using the brand in the change management process

1. top management topicAs the foundation of every company and every brand, identity is always a top management issue. The approval of managers is absolutely crucial for the development and implementation and should be made clear to employees again and again.2. strategic involvement of all relevant stakeholdersManagement, the Board of Directors, employees, key business partners and the media must be involved in a targeted manner at the right time. Comprehensive project management and active project communication are important in order to distribute the results achieved in the process and to coordinate them in such a way that it is possible to build on what has been achieved. Nothing is more damaging than a stakeholder group that does not feel adequately consulted and only blocks progress for technical process reasons.3. attractive story impressively stagedThe motto here is: Have the courage to try something new! Important content requires appealing packaging. Nobody wants to see pictures of sailors or rope teams when it comes to the company's strategic goals and internal strategy communication. Independence is important for attractiveness and credibility among employees. The brand contact points must be designed accordingly: in line with the content and the company, appealing and authentic.4. note the contextWhen defining the brand content, compatibility with the prevailing views and cultural norms in the company must be checked. The aim is always to activate all employees and not to unsettle them. Careful communication planning is therefore required to determine exactly when employees will learn about the new self-description.5 First the employees - then the publicThe new corporate strategy should first be communicated to the company's employees and firmly anchored before it becomes visible to the public. The training of brand ambassadors, who communicate the desired target state to employees within the organization with a multiplier effect, has also proven successful.6. stability, consistency and sustainabilityClear ideas, a good plan and a target-oriented concept are essential in the initial phase. Consistency in the messages is the be-all and end-all for further communication. Last but not least, a communication concept tailored to the organization's capabilities is needed to pave the way for the future as the strategy implementation progresses.Conclusion: The brand makes ambitions possibleA trend-setting brand that has come alive in the hearts and hands of the employees makes the entire company pulsate to the rhythm of the desired target state. Once the employees are in tune with the brand, the management has a powerful tool at its disposal. Change measures make much more sense to employees. They are more open and much more focused on the future. This brand-oriented understanding of leadership is a way of leading employees more through content and conviction - and less through instructions and control.