Over the last week, the major buzz on social media has been the unveiling of Instagram’s new icon and app design. Immediately, users of the popular photo-sharing service shouted their disapproval from the mountain tops of the internet, lamenting the loss of what once was a constant on their smartphone screen.
https://vimeo.com/166138104
This public outcry is not new. When well-known, recognizable businesses proudly announce a rebrand – or even small tweaks to their visual identities – it’s not uncommon for the world around them to balk instantly. (Think Olive Garden or any Facebook update ever). It doesn’t matter how much time, effort and resources an organization puts into its evolution. To outside audiences, these decisions can seem spontaneous rather than years-long processes orchestrated with careful thought and consideration. Change can be difficult for many to accept at first, especially for people who are emotionally attached to the way things were.
This is why strategic communication is so important.
RoseComm has helped clients navigate brand changes internally and externally, most recently for nonprofit Ashley Addiction Treatment. Ashley’s audiences have a deep connection with the organization, which made thoughtful communication about its evolved name and logo especially critical.
So, how can companies prevent rebrand backlash? In two words, they can’t – at least not completely. However, organizations can help diminish negativity and encourage positive dialogue by ensuring they are adequately prepared for the reactions that may occur.
Here are some ways we help our clients communicate a transition from old to new:
- Prepare for tough questions. When change occurs, every reaction must be anticipated. With appropriate messaging in place, spokespeople can confidently address any comments and concerns.
- Continuously monitor social channels. Many things are easier to say behind a keyboard than face-to-face. Responding to negative comments soon after they’re published with sensitivity, understanding and confidence helps prevent the conversation from getting too out of hand. Thanking individuals for positive comments encourages others to share nice sentiments as well.
- Be consistent but change up the wording. People will be quick to notice if public responses get too repetitive. This can make messaging read like robotic corporate-speak, causing the organization to come across as less than genuine.
- Convey appreciation for current audiences. When a company changes its brand identity without much explanation, current audiences may feel overlooked in favor of attracting new consumers. It’s important to acknowledge the validity of their feelings and experiences in the new evolution. In the following video, Instagram aimed to illustrate its users’ influence on the new design by showcasing their contributions to the platform.
https://vimeo.com/166112315
- Establish procedures. Whether it’s for a crisis situation or just fielding general inquiries, having a set action plan in place for various situations reduces uncertainty and last-minute scrambling.
- Mobilize employees as brand ambassadors. An organization’s greatest asset is its staff. Arming employees with appropriate materials, such as template social media posts, allows positive communications to reach broader audiences.
- Know when to respond and when to let it be. Engaging in too much back and forth can fuel a fire rather than extinguish it. It’s impossible to please everyone, and that’s okay. The good news is that in a week’s time, most people will get used to the new reality and find that it may not be such a big deal after all. In fact, chatter about Instagram’s new look has already died down in my social media feeds.
What company rebrand announcement surprised you the most? Tell us in the comments.