Inspiring Associates
to Embrace a New Company Name And Brand
Fortune 500 Company
How do you manage a market-moving brand transformation while ensuring more than 100,000 associates understand what it means for them and remain committed to delivering on the company mission?
New Name, What’s Changed?
What’s in a Name?
A well-established company wanted to change its name to more accurately reflect its enterprise strategy and bold, future-focused mission.
Navigate the Nuances
The complexity of the change would be immense. Our expert, multidisciplinary change communications team would need to help associates embrace the market-facing benefits of the new brand, while ensuring they remained focused on delivering excellent service to their clients.
Power to the People
A brand can be aspirational, authentic, and action-oriented, but it’s only as powerful as people make it. Associates would need to become brand ambassadors to ensure the change was successful.
We Know Change
// Change impact assessment (internal and external)
// Complex stakeholder analysis and management
// Change management strategy development
// Multi-channel change communication and engagement tactics
// Culture shaping
// Brand building and brand promise reinforcement
Chart the Path Forward
Embrace the Challenge
Every situation is unique, and every company has different goals. We recognized what was at stake for associates and the organization. Then, we worked to ensure our communications reached various associate populations, met their specific business needs, and proactively addressed anticipated questions and pain points.
Know the Players
With a change of this magnitude, stakeholders from across the company were engaged to ensure all critical steps were covered. Each had their own responsibilities, processes, and points of view. As we developed communications, we coordinated and built consensus to make sure all appropriate stakeholders approved before any deployment.
Plan for All Possibilities
Based on a series of compliance-driven notifications and events, we needed to create contingency plans for a variety of situations and outcomes. With each milestone we adapted our approach accordingly.
Set the Tone
Associates would want to know where and how they fit under the new brand… quickly. A compelling story—told with passion and purpose—could help people understand how the new brand and brand architecture reinforced the company’s enterprise-wide strategy.
“The Buck team is so responsive. We would not have been able to do what we did without their help.”
~ Vice President, Executive and Business Communications, Fortune 500 Company
Enjoy the Journey
Have a Stake in It
Our flexible, forward-thinking team partnered closely every day with a multitude of stakeholders to serve as a dedicated extension of the client team. We defined campaign objectives, gained trust, developed strategic communications, minimized disruption, and focused on what the change meant for associates.
Build the Base, Cultivate the Culture
We generated pride in the brand evolution by maintaining a concise, consistent narrative to build on initial excitement, create deeper connections, and demonstrate the brand promise. Our multi-channel, creative campaign efforts included:
- Day One celebrations
- Leadership talking points
- Manager reference materials
- Town halls
- Intranet communication
- Tactical/functional guidance
- Checklists
- FAQs
- 48-hour response resource
Take Small Steps, Think Big Picture
We delivered daily solutions to complicated challenges, but we always stayed focused on the main objective: ensuring associates remained connected to the brand promise and felt part of a broader enterprise with a common mission. Our work continues as subsequent steps in the brand evolution remain ongoing.
of managers understand how the name change supports business strategy
shortly after launch
of associates understand how the name change supports business strategy
shortly after launch
of managers know where to go for more information
of associates know where to go for more information
shortly after launch
