All through your profession, you could must pivot your model. Maybe you’re shifting to a brand new market or specializing in a brand new area of interest. Possibly you’ve left your brokerage for greener pastures elsewhere, or your brokerage has been acquired by one other model (*ahem* Compass *ahem*).
Most communication missteps throughout a model transition come from silence, vagueness and inconsistency. By setting the stage to your branding shift with a transparent narrative, you’ll keep away from confusion and unfavorable rumors.
Your model transition playbook
The three W’s on the coronary heart of your model message
Nearly 10 years in the past, we collaborated on a branding article that offered a three-step framework for ensuring your messaging is as efficient as doable. The Golden Rule of speaking throughout a transition: Folks don’t care concerning the change. They care about what it means for them.
Change brings uncertainty, and that’s why communication and recognition are every thing. Folks crave readability and connection, particularly throughout transitions. Maintain everybody within the loop, and by no means underestimate the facility of acknowledgment. Listed below are “three W’s” to information your message:
W1: WIFM (What’s in it for me?)
Get into your goal consumer’s thoughts and perceive learn how to resolve their ache factors. Reply the query, “What worth do I convey to the desk, and the way does this model transition improve that worth?”
W2: The ‘Who cares?’ take a look at
Make sure that to proceed offering content material that’s related, well timed and memorable. Every thing you write, movies you share, social media content material you generate — it ought to all be compelling sufficient and value-added sufficient to cross this take a look at for the buyer.
W3: The Wow! issue
What component of the transition are you able to spotlight that makes you stand out from the group? Are there compelling new tech and advertising instruments that you just now have entry to? Is your new brokerage situated in an exceptionally fascinating location? Shine a light-weight on essentially the most thrilling a part of the change.
If you make your group and shoppers really feel seen and valued, you construct belief, loyalty and unity, and that’s the actual WOW issue behind each profitable model transformation.
The 5 C’s of speaking your message
Common city corridor conferences, significantly at first, hold communication two-way, guaranteeing each voice is heard and your group stays related. Additionally they set the tone for the “5 C’s” that observe:
Consistency: Use the identical language and speak to data for all your platforms and audiences. All scripts, e-mail templates, social bios, web site data and unsolicited mail objects needs to be in sync.
Readability: Say precisely what’s occurring
- “As of Nov. 1, [Brand A] is formally changing into a part of [Brand B].”
- “As of Nov. 1, I’ll formally be a part of the [Brand B] brokerage.”
- “As of Nov. 1, I’ll be serving [New Market] as a part of [Brand B] brokerage.”
Confidence: Body the change as an improve, not a downgrade or, worse but, a drama.
- “That is an thrilling evolution for our group.”
- “That is an thrilling alternative for me and for the shoppers I serve.”
Continuity: Emphasize what received’t change — skilled relationships and the service you present.
- “You’ll nonetheless work with me, and now we’ll have much more instruments to make use of.”
- “You’ll nonetheless expertise the identical nice service, now with much more efficient instruments.”
Shopper-first: Ensure you convey the advantages for the buyer.
- “Now you’ll have entry to [X], [Y] and [Z] due to this transition. What meaning for you is [articulate the benefits].”
- Instance: “Now you’ll have entry to new tech instruments, a brand new app and new advertising channels due to this transition. What meaning for you is a extra clear and efficient shopping for and promoting course of.”
In relation to the 5 C’s, assume past messaging and contemplate mindset. Each touchpoint ought to reassure, not confuse. Talk early, typically and with coronary heart. The extra human your tone, the extra assured your viewers will really feel.
Model transition communication guidelines and timeline
Through the course of, you don’t need to simply dump data wherever and all over the place. Right here’s learn how to roll out your communication and new model collateral:
Inside pre-announcement
- Who? Management groups of each brokerages for M&A, your group if it’s a group transition, your assist employees if it’s a single-agent transition
- When? As early as doable previous to the announcement of the transition
- What? Align language, branding components (title, emblem, coloration codes, advertising collateral), and put together an FAQ with details about the transition
Pattern script: “As you’ve heard, we’re transitioning beneath the [Brand B] umbrella. This provides us entry to raised tech, advertising assist and nationwide attain — with out altering how we serve our shoppers. Our id and core values keep the identical. What questions do you’ve gotten? Let’s get aligned so our message is unified.”
Day-of announcement
- Who? Shoppers, sphere of affect, social media followers, transaction coordinators
- When? Concurrently on the primary day of the brand new model implementation
- What? Replace e-mail deal with/signature, bios, social media profiles, portal profiles, web site, and Google Enterprise Profile. Ship private texts and emails to high shoppers. Ship e-mail blast and textual content blast to the database. For shoppers who’re in lively transactions, decide up the cellphone, and name with data and reassurance.
Shopper e-mail script topic line: Massive Information (And What It Means for You)
I’m excited to share that I’m now a part of [Brokerage Name]. This alteration means I can give you extra assets, higher instruments, and a good stronger community — whereas nonetheless being the identical agent and belief.
Your expertise stays my high precedence, and I’ll be right here each step of the way in which.
Questions? I’d love to attach.
[Your Name + New Branding Signature]
Textual content to SOI
Only a heads-up: I’ve made an enormous transfer! I’m now with [Brokerage Name]. Similar service, similar me — simply with even higher instruments to assist my shoppers. I’d like to let you know extra after we catch up.
Social Publish
🚨 Massive Information! I’ve formally joined [Brokerage Name], and I couldn’t be extra excited! This transfer lets me stage up what I provide my shoppers whereas staying rooted in the identical values and repair you’ve come to count on.
New chapter. Similar dedication. Let’s go! 💪
Regardless of how flawless the plan, tone issues most. Lead with transparency and heat, and make it an inviting dialog fairly than a monologue. Encourage suggestions and hold your message constant throughout each touchpoint.
Week 1
- Who? Distributors, referral companions and networks
- When? As quickly as doable after notification of database
- What? Attain out personally with up to date contact data and any new advantages or enhanced providers that consequence from the model transition.
Names, colours and logos are simply instruments; they’re not your id. Your true model lives within the service you present, the experience you’ve constructed and the optimistic power you convey to each interplay.
If you talk proactively and lead with readability and coronary heart, transitions turn into transformations. Acknowledge your individuals, have fun the journey, and use this model transition playbook — and your model will shine brighter than ever.
Stacey Ross Cohen is CEO of Co-Communications, a branding skilled and the creator of Model Up. Observe her on Instagram and LinkedIn.
E-mail Christy Murdock
