Turn your rebrand skeptics into supporters with these four tips
BY BAYLEE AKINS
Nothing is worse than spending time and resources developing a bold, new brand, only for it to never make it past council chamber.
A public agency can embark on a rebrand with all the right intentions: to modernize, to resonate more with the community or to build a visual identity that reflects its mission. But still, the process can veer off course if not shepherded well. Why? Branding is personal, and in the public sector, it's also political. You’re not just dealing with design preferences. You’re navigating opinions, egos and decision-making processes that can feel as complex as the brand itself. That’s why one of the most important steps in any successful rebrand is building buy in early and intentionally.
We’ve helped government agencies of all shapes and sizes overcome resistance, rally support and actually get their rebrand off the ground. The good news? It’s doable. With the right approach, you can secure support from even the most skeptical of stakeholders and make them feel like valued contributors.
Here are four ways to make that happen:
Tip #1: Let the data be your compass
Branding can feel subjective, but data is harder to argue. Your research — community surveys, stakeholder interviews, engagement feedback — is your best tool for navigating strong opinions and delivering hard truths. When tensions rise or preferences clash, data helps to anchor the conversation in fact, not opinion. This is especially important when decision makers, like a council or board, might be out of step with public sentiment or just generally resistant to change. Reminding them that the proposed new brand is rooted in community input, not personal preference, makes the path forward clearer and less controversial.
Tip #2: Keep the process inclusive, but avoid the weeds
No one wants to feel left out of the branding club, especially if they’re not naturally inclined to support the project. Transparency helps foster trust, but there’s a fine line between being inclusive and getting stuck in the weeds.
We recommend outlining a clear process from the start, with well-defined moments for input and updates. This might look like:
Sharing a project timeline with key checkpoints
Providing a summary of research findings
Presenting a near-final concept (about 90% baked) so feedback focuses on polish, not rework
Seeking final approvals with a clear explanation of what’s changed and why
This kind of structured transparency helps everyone feel involved without slowing the project down with too many cooks in the kitchen.
Tip #3: Manage expectations from day one
One of the easiest ways to derail a branding process? Failing to set boundaries around who gets to weigh in and when.
At the outset, be clear with your decision makers about the scope of their role. Will council be choosing between two final options or weighing in on the first round of logos? Are you asking the public for ideas or simply validating final concepts?
By managing expectations early, you’ll avoid confusion, disappointment and the dreaded "this isn’t what I thought I was signing up for" moment later on.
Tip #4: Create a sense of ownership
Rebrands that get launched — and embraced — have one thing in common: their stakeholders feel invested in the final product.
That doesn’t mean everyone needs to design a logo. But by inviting feedback, incorporating suggestions (even in small ways), and making people feel heard, you create a sense of ownership that pays off big at launch. People are far more likely to champion something they feel they helped create. In other words, you’re not just building a brand, you’re building your brand ambassador network.
A new brand should signal progress, possibility and momentum. But that only happens when people are bought in — and not just to the final product, but to the process that got them there. With a little planning, a lot of listening and the right strategic moves, you can take your rebrand from stuck, to launched, to embraced.
Feel like you need a strategic partner to get your brand across the finish line? Let’s talk.