Building momentum from the inside out
Too often, companies get so excited to launch their brand to the outside world that they gloss over a critical first step – building momentum from the inside. Pausing to rally company leaders and teams around their shared purpose can be the difference between a rebrand that comes across as lip service and one that’s experienced as the real deal.
With 8,000 employees around the globe, Belden recognized that an intentional internal rollout would be the key to harnessing all that energy to build momentum for the brand. And the team at Joe Smith was ready to dig in.
Capabilities
“Our rebranding has helped us immensely to connect our employees under one vision and one company. Having one brand helps further accelerate our cultural transformation where connection and collaboration are key.”
— Belden Head of Human Resources
Over the course of four months, we concepted and produced
- A series of Living the Brand workshops for Belden’s top 100 global leaders
- Interactive brand message and design trainings for teams ranging from sales and marketing to corporate comms and HR
- Brand launch events at Belden headquarters, regional offices and manufacturing facilities
- A series of videos including a galvanizing brand anthem and a special message from Belden’s CEO
Over time, our work on internal rollout extended into the design of physical branded environments and introduction of new systems for brand architecture, naming and governance.
Belden’s new brand was met with open arms – first by leaders and employees, then by customers.
What’s more, leaders throughout the company are leveraging the new brand as a catalyst in their transformation journey.
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