Embracing the uncomfortable – turning everyone into brand cheerleaders
A rebrand can sink or swim on the strength of internal buy-in. Once the work is done, you need brand champions to keep the enthusiasm, momentum, and understanding alive – people inside your organisation who really ‘get’ the brand and will happily shout its praises from the rooftops. Sounds dreamy. But how do you get there?
Join Rich Corr, Red Stone's creative lead for brand and strategy, at the next CharityComms Brand Breakfast on Wednesday 21 May 2025 at 10am.
Rich will be speaking alongside Amy Erskine, head of brand, marketing and creative at Parkinson's UK about how brand champions helped shape our rebrand of the Parkinson's UK.
More info and tickets can be found on the CharityComms website.
It’s tempting to rally the people who are already ‘on board’ – the people who already understand the value of branding and who you know will be your biggest cheerleaders.
These people are brilliant, and you absolutely want them on your team. But the truth is the best brand champions sometimes start as the most sceptical voices in the room.
Rebrands are gnarly. They bring change that can feel difficult. They can feel top-down, misunderstood, and sometimes seem as though they’re driven solely by the needs of the brand or marketing team. That’s why involving diverse (and sometimes critical) voices in the process is essential.
These are your people. If you want a brand to truly land, you need to bring everyone with you (including the sceptics). Listen to their reservations. Understand their viewpoints. Have the difficult conversations early, and embrace the perspectives that if we’re honest, it’d be more comfortable to handle later. Because when later comes, those conversations and shared understanding will help set your brand up for lasting success.
We’ll explore the power of brand champions during a rebrand – how and when to bring them in, the value of setting up brand champion groups, and the huge benefits of having honest discussions early and often. If you can engage and inspire the most sceptical voices in the room, you give your rebrand the best chance to thrive.
Join us on Wednesday 21 May 2025 at 10am for the next CharityComms Brand Breakfast.
