Change Through Brand Migration

Last Saturday, a client invited me to their "Migration Party". The journey to this important event started 18 months ago. It included market research into the industry, where the results determined that brand migration should be carried out. This included a new company name, a new logo design including look and feel of collateral (business cards, letterheads, PowerPoint slide etc.), carrying out several workshops with the organisation to educate them on the values of branding, re-writing the mission, vision and values of the company and so on. Little did I know how this afternoon "party" will affect the owners and employees of the organisation.

On arrival, the parking lot was sectioned off. Tables and chairs were adorned with tasteful decorations. A chef was manning the weber with various marinated meats already sizzling in the afternoon sun. Foods and drinks furnished two tables. All was merry, there was a buzz in the air that something was about to happen. As Account Manager to this organisation, my welcome greeting would put most weddings to shame. Drink in hand, I proceeded to mingle, dance and take photos of the festivities.

An hour and a half later, everyone well fed, the COO and CEO made short speeches on the importance of this journey and this event. Most of the employees echoed how the brand migration exercise had also changed their perception and outlook for their future in the organisation. Next, was the main event. All stationery, products and anything that had the old logo, was gathered, thrown into a bin and set on fire. Now, most would think this is pointless. However, the magnitude of setting fire to bring in the new change is significant. The symbolism of this act proved to all that 'it was really happening'. This was evident to everyone, and silence followed…as everyone reflected on the journey to this point...and what lay ahead.

Moments later, everyone turned to the entrance of the office. The MC welcomed everyone to the new company and shortly thereafter, the CEO cut a ribbon tied to the door to mark the occasion. A new company was born. In their ‘new’ office, employees were presented with a gift bag containing their contracts in the new letterheads, card holders with their new business cards inside, a hat and executive business shirt complete with the new logo. They all broke out in song and dance (to Kidum) and the new organisation proceeded to party the afternoon away.

What’s the point of this post? Honestly, I didn’t want to go for this event. It was a Saturday! There was a Tri-Nations game I was missing! I had a high school re-union to attend! As I was driving home, I was glad of what I had been a part of. And glad to be a part of it. It made the torturous 18 months worth it. I had just witnessed the transition of an old company to a new company. Similar to a bride and groom before they become husband and wife. The moment from lighting the old stationery on fire to cutting the ribbon to dancing was truly incredible. Change is difficult for anyone, but the moment you embrace it and accept it, endless opportunities await you. And this company will be better for it. Because it’s not the change in the name, logos and business cards, but the change in people that will be the difference.

PS:
• Book ; Magical Worlds of the Wizard of Ads by Roy H. Williams
• DVD ; Trevor Noah – Daywalker 2 (South African Stand-Up Comedian)- Hilarious!