ABSTRACT
An implementation strategy is essential to ensure that the new or re-aligned brand is truly adopted and integrated within the organization and clearly presented to external stakeholders. The author recommend conducting the implementation in tandem with the introduction of your digital strategy so your employees and partners don't get overloaded with introductions. Vital for such an implementation strategy to identify, build and plan activities that will inform and create understanding, acceptance, ownership, and enthusiasm. Commonly, brand implementation will be a roll-out conducted in stages to ensure optimal timing for the buy-in of the re-aligned brand from both internal and external stakeholders. Participation and sense of ownership are essential ingredients when conducting internal activities such as workshops and digital education programs. The re-branding had been necessary due to a series of mergers and acquisitions over the past decade leaving the brand fragmented from the outside looking in, but maybe most importantly for the thousands of employees from the inside looking out.
