How can you align your corporate identity change with your company's values?

1 Assess your current identity

Before you decide to change your corporate identity, you need to understand your current identity and how it reflects your company's values. You can conduct an audit of your existing visual, verbal, and behavioral elements, such as your logo, name, slogan, website, tone of voice, and customer service. You can also gather feedback from your internal and external audiences, such as your employees, customers, partners, and media. This will help you identify the strengths and weaknesses of your current identity and the gaps between your desired and perceived values.

2 Define your new identity

Once you have a clear picture of your current identity, you can define your new identity and how it aligns with your company's values. You can start by revisiting your mission, vision, and core values and articulating how they guide your business strategy and culture. You can then create a new identity that expresses your values in a distinctive and memorable way. You can use a creative brief to outline your objectives, target audience, message, tone, and style for your new identity. You can also involve your stakeholders in the design process to ensure their input and buy-in.

3 Communicate your change

After you have developed your new identity, you need to communicate your change to your stakeholders and explain the rationale and benefits behind it. You can use a variety of channels and formats, such as press releases, newsletters, social media, videos, webinars, and events, to announce and showcase your new identity. You can also use storytelling techniques to highlight the stories and values behind your new identity and connect with your audience on an emotional level. You can also anticipate and address any questions or concerns that your stakeholders may have about your change.

4 Implement your change

The next step is to implement your change across all your touchpoints and platforms, such as your website, email, signage, packaging, stationery, and uniforms. You can use a project plan to coordinate and monitor the implementation process and ensure consistency and quality. You can also provide training and guidelines to your employees and partners on how to use and represent your new identity. You can also measure and evaluate the impact of your change on your brand awareness, recognition, loyalty, and reputation.

5 Reinforce your change

The final step is to reinforce your change and make it part of your company's DNA. You can do this by aligning your actions and behaviors with your new identity and values. You can also celebrate and reward your employees and partners who embody and promote your new identity. You can also solicit and act on feedback from your stakeholders on how they perceive and experience your new identity. You can also update and refresh your identity as needed to keep it relevant and responsive to changing needs and expectations.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?