Position your rebrand as a way to prepare for the future and to better serve your clients. Or point out that you listened to customer needs, and that the rebrand represents the changes you are making to better serve the marketplace.

Give rebrand key messages to leadership to infuse into all-hands meetings, press briefings, and client presentations. Make the rebrand not just a way to modernize; use it to tell a story about what it means for your future and your customers’ futures.

When Instagram rebranded last year, it was much more than a logo change. It was an entire retelling of their story of the vibrant and diverse community that the brand cultivates. And it was coupled with a user interface redesign that made the app simpler and easier to use.