For complex businesses, change is a mammoth task. Whether due to M&A activity, embedding new leadership, or shifting the strategic direction, moments of organisational transformation can be confusing to the market – and in business, confusion is never a good thing.
A robust corporate brand presenting a clear, unified front is paramount to managing change effectively. But the mistake businesses may make is to jump headfirst into executing the brand evolution externally – closest to revenue generation – at the expense of employee alignment and engagement.
That’s a short-sighted decision. How a brand lives and breathes isn’t just for external...