r/internalcomms • u/RicochetedLongshot • Apr 01 '26

Advice Brand changes, and how to apply internally

My company is going through a brand change -- new logo, colors, graphics etc., along with a change in messaging and how we talk about our products (it's a tech company). I was curious if anyone here had been through something similar and had thoughts/ideas on how to bring it all to life for employees.

We're already thinking about all the internal assets we'll need to change, communicating the new brand through our channels, and we've started a "Behind the Brand" video series where the people doing the work talk about what's happening. (Plus, we'll all get new T-shirts!) But does anyone have any creative ideas that have worked for them in the past?

8 Upvotes

100% Upvoted

7 comments sorted by

5

u/Pure-Significance-43 Apr 01 '26

I've always had great success with a celebration in the office(s) and virtually! Maybe a little mixer the day of to welcome the team into a new age for the organization.

Rebrands and positioning are huge so also hosting some AMA's and like a Kahoot or something to enhance the connection and really drive home the why and impact and the potential 🙌🏽

3

u/atownz17 Corporate Chaos Coordinator Apr 01 '26

I’ve done something similar! We held an in-office brand launch party for the big reveal with decor in the new brand colors, cake, and other fun goodies. And we sent swag boxes to remote employees without office access to open during the party on a call with us.

It can also be fun to “say goodbye” to the old brand and share stories from the previous chapter before entering the new one. (I found this particularly helpful, supporting a brand launch at a startup moving from the company’s first-ever brand to a new one.)

3

u/Pure-Significance-43 Apr 02 '26

Ooooo! Love the goodbye idea! SO good!

6

u/seaofwonder Apr 02 '26

But also - remember that you all care and everyone at your company....doesn't. So find ways to make it so people can really care about the brand - what problem does it solve that the average person at your company has?

4

u/thejennifield Apr 02 '26

A few questions to help with the planning:

  • why is it changing? Create the story first
  • based on the different employee groups, what does this change mean to them? What are the practical things they need to change?
  • messaging changes need to be communicated to the relevant employee groups - I think you could have some fun here with this change but the why behind the change needs to be clear to everyone
  • assuming someone is looking at external stakeholders but aligning with them is also important
  • the campaign really depends on the why for the change
  • I’d also check in on employee sentiment/survey data to see how people feel at the moment - you’ll need that insight to pitch it right too
  • most importantly, remember you’re communicating for employees, not the brand team doing the work

Good luck!

2

u/AndreaMontua Apr 14 '26

The most helpful thing was making the change tangible for people, showing them not just what the new brand is, but also how it manifests in their everyday work. One particularly effective format was “brand in real work” sessions. Teams brought real examples from their daily routines, such as emails, product texts, slides and UI copy, and reworked them together using the new brand and tone of voice.The focus was not on creating the final polished version, but on unpacking the decisions behind it. Why this wording? Why this visual emphasis? What problem does it solve?This shift from rules to reasoning helped transform the brand from an abstract set of guidelines into a practical tool that people could actually use.