When executing the overhaul of a brand—marketing, campaigns, messaging and customer experience—complete buy-in from every level of the company, from top to bottom, is required. While customers enjoy the benefits of the external rebrand, the internal team is hard at work, strategically crafting a game plan leading up to the campaign’s launch. This process not only ensures the refresh aligns with the brand’s goals but also focuses on earning the trust of the corporate team, franchisees and front-line employees. It’s crucial that everyone fully understands the “why” behind the rebrand to truly embrace the change.
A successful external campaign
Launching an external campaign isn’t always a seamless process. It starts with establishing internal alignment through creative digital and print advertisements, a strategic social media plan, customer resources and more—all aimed at conveying a clear and consistent message to external stakeholders.
Take the process in stride to build out a proper campaign that resonates throughout your customer base. It takes time to ensure the campaign aligns with your goals and propels the brand to its next stage of growth. Start by understanding the ultimate goal of the campaign; from there, the team can develop a thoughtful and effective strategy.
A successful external campaign requires time, strategy and a careful execution to earn homeowner confidence.
Why internal campaigns matter
Having a strong internal campaign is as critical as getting external campaign right. If you don’t have full buy in from the everyone within the company, it’s unrealistic to expect your customer base to embrace the brand refresh.
Through a monthslong process of comparative research, stakeholder interviews and diving into the data, your team can develop the best strategic approach to identify where the brand can truly improve with the refresh.
This process uncovers your company’s core truth, serving as the foundation for the external campaign while ensuring internal alignment. When franchisees and employees can clearly visualize the brand’s future, they’ll be better equipped to communicate that vision effectively to customers.
How to effectively align internally
From the start, prioritize transparency and intentionality. These qualities build trust within your organization by providing everyone with a clear understanding of the company’s direction. Franchisees and employees crave clarity, and open communication is key to meeting that need.
Consistent communication benefits your company’s growth. Establish touchpoints with your team throughout the rebranding process, whether through companywide meetings at key touchpoints or regular mass emails. These touchpoints help to earn the trust of the team and demonstrate that tangible steps are being taken to move the brand forward.
Lastly, equip internal stakeholders with the tools they need to be set up for success in the short and long term. Lay out the brand messaging, the purpose of the rebrand and how it will enhance their role within the company. Supplying the right resources not only shows appreciation for your team but also fosters the buy-in needed to drive lasting success.
Companywide benefits
When your external creative campaigns are deeply aligned with your internal culture, the results can be remarkable.
First, brand cohesion is strengthened between external and internal stakeholders. Clear and consistent messaging becomes second nature, making it easier to communicate with everyone—from employees to customers. When the entire team is on the same page, developing future campaigns becomes a smoother and more efficient process. Ultimately, it creates return customers through consistency and belief in product and service.
Your people are the bridge between the brand and its customers. With a clear, guiding message in place, and employees aligned with the refreshed vision, your team transforms into effective ambassadors. They bring the brand experience to life through their interactions with customers, their adherence to company values and their daily commitment to excellence. A strong internal campaign ensures everyone understands the “why” behind the rebrand and recognizes how their role contributes to its success.
Internal alignment isn’t just a nice-to-have—it’s critical for growth. Employees who feel connected to a company’s mission are more engaged, more productive and more likely to stay long term. This alignment not only enhances day-to-day operations but also supports strategic growth by creating a scalable culture that can withstand expansion into new markets. It positions your workforce to confidently tackle new challenges in the ever-evolving landscapes of marketing and technology.
Internal alignment equals external wins
Rebranding or refreshing your company requires more than just shaping external perceptions, it is about guiding your team towards future growth. By equipping your team with a comprehensive understanding of the rebrand, you lay the foundation for external success to follow naturally This process requires thoughtful strategy and careful planning to get it right. When your team is aligned, your customers are too.
