Corporate branding is typically viewed as outward facing, but its impact inside the organization is just as important. And when an organization rebrands, the employee communications team plays a key role: ensuring that all internal communications reflect the new brand, providing guidance to other departments and agency partners, and serving as role models for the values that new brand embodies.
With the need to stay competitive in a rapidly changing environment, corporate rebranding is happening a lot these days. Here are some things to think about if it happens in your organization.
Rebranding signals strategic and cultural shifts
Rebranding often accompanies changes in leadership, a new business model, market focus, or company size. It is a visual and verbal signal to internal and external stakeholders that the company is evolving. During times of change, brand-driven internal communications can help tell a unified story and guide employees through transitions. A clear voice helps reduce confusion or resistance during change.
Zoom: A new name
Zoom officially rebranded from “Zoom Video Communications” to “Zoom Communications,” signifying its transformation from purely video conferencing to an AI-centered productivity platform. Zoom’s rebrand wasn’t just a new name, it was also a culture shift facilitated by clear, inclusive internal communications. Employees were kept in the loop, equipped to “talk the talk,” and organized around a mission that extended beyond video meetings.
Pepsi: A new logo
When Pepsi unveiled a new logo in 2023, it was the company’s first major redesign in 14 years and timed to align with its 125th anniversary. The update reintroduced a bold, nostalgic look, yet it still felt modern, with a focus on digital clarity optimized for screens and mobile devices. Pepsi wanted to reconnect with its heritage while still appealing to modern consumers.
DocuSign: A new tagline
DocuSign rebranded to position the company as an Intelligent Agreement Management (IAM) platform aiming to expand beyond e-signatures. Its new tagline, “Bringing Agreements to Life,” reflected a move toward AI-powered workflows and a broader solution, signaling that they were becoming more innovative and digitally focused.
Rebranding from the inside out
Companies sometimes involve employees in the rebranding process. Dropbox held discovery sessions with a cross-section of employees to understand what the brand meant to them and how it could reflect the company’s shift from “a place to store files” to a set of tools that help teams “unleash their creative energy.”
Employees were encouraged to become brand champions, helping their teams adopt the new tone, visuals, and positioning in everyday work. This built excitement and ownership across the organization. The rebrand was seen not as a top-down marketing move, but as an authentic reflection of how the company was evolving internally.
Internal communicators play a key role in ensuring their organizations’ brands – or rebrands – are reflected in every aspect of content and design, from intranet posts to digital screens to onboarding materials to videos. Success there will translate into a more strongly aligned workforce that’s focused on common goals.
The O’Keefe Group has worked closely with global clients in the midst of major rebranding efforts. We’re happy to share our expertise on this, or any other aspect of internal communications.
