Global Branding at Scale: Lessons from a Major Rebrand

Branding isn’t just about a logo or a catchy slogan. It’s about creating a cohesive identity that resonates across all touchpoints of an organization—internally and externally. When it comes to global branding at scale, the stakes are even higher, involving numerous complexities and requiring meticulous planning.

Jessica Crimmins, a seasoned marketing and communications expert, has firsthand experience in navigating such challenges. Jessica’s journey in leading the rebranding of Sovereign Bank to Santander offers valuable insights for both large corporations and smaller businesses considering a brand overhaul.

The Complexity of Global Branding

Rebranding a local bank to a global powerhouse like Santander isn’t just about changing the signs or the stationery. As Jessica shared, this kind of project involves a complete transformation from the inside out. It requires aligning every aspect of the brand—from employee engagement to community outreach, from digital assets to physical locations.

When Santander decided to rebrand Sovereign Bank, the process was extensive. Santander had already owned Sovereign for four years before deciding to rebrand. This delay allowed the bank to stabilize its financials before embarking on a massive rebranding effort. The project took about 18 months to two years and required involvement from all levels of the organization, from top executives to front-line employees.

Key Elements of a Successful Rebrand

1. Employee Buy-In: One of Jessica’s key lessons from the rebranding process was the importance of getting buy-in from employees. To ensure this, Santander involved hundreds of team members in selecting the agency responsible for the rebrand. This inclusive approach not only empowered employees but also made them feel like they had a stake in the brand’s new direction. It transformed them into brand ambassadors, capable of authentically sharing the brand’s story within their social and professional networks.
2. Thoroughness and Precision: Rebranding at this scale is much more than just changing logos. For Santander, this meant changing every piece of paper, every uniform, every branch’s signage, and even the internal systems. The effort required precise timing and coordination, as everything needed to change simultaneously to ensure a smooth transition.
3. Community Engagement and Sponsorships: Santander’s rebrand wasn’t limited to just physical changes; it extended into the community. The bank’s involvement in local sponsorships, like partnering with the Boston Symphony and supporting initiatives like the Mass General Cancer Center, helped weave the Santander brand into the social fabric of its new market. Additionally, Santander’s response during Hurricane Sandy, including on-ground support and strategic alliances, showcased its commitment to the communities it serves.
4. Strategic Marketing and Storytelling: To ensure a seamless transition and build familiarity with the new brand, Santander utilized multiple channels and touchpoints. They invested in both traditional advertising and community events to build awareness and affinity. Jessica emphasized the power of storytelling—leveraging content that resonates with both employees and customers, thus creating a narrative that aligns with the brand’s values and mission.

Lessons for Smaller Businesses

While smaller businesses may not have the scale or resources of a multinational corporation like Santander, the principles of a successful rebrand remain largely the same:

1. Listen to Your Stakeholders: Understanding what your customers and employees value about your current brand can provide a solid foundation for your rebrand. This insight helps maintain the essence of what makes your brand unique while evolving it for the future.
2. Consistency Across All Touchpoints: Just as Santander meticulously coordinated the changeover of everything from physical signage to digital assets, small businesses should ensure that their rebrand touches every aspect of their operations. This includes updating business cards, websites, uniforms, and customer communication channels to reflect the new brand identity.
3. Leverage Your Story: Even without a large advertising budget, small businesses can use social media and local PR to tell their brand’s story. Engaging content that speaks to the brand’s values and its impact on the community can build a loyal customer base and enhance brand recognition.
4. Engage Your Team: Your employees are your brand’s biggest ambassadors. Involve them in the rebranding process and ensure they understand the new brand identity and what it stands for. This can create a sense of ownership and pride, driving consistent messaging and customer experiences.

Conclusion

Jessica’s experience with Santander’s rebranding project offers a masterclass in how to execute a rebrand at scale. While the scale of such a project may differ for smaller businesses, the underlying principles remain consistent. Thorough preparation, strategic storytelling, employee engagement, and community involvement are all crucial components that can make or break a rebrand. By adopting these practices, businesses of any size can navigate the complexities of a rebrand and come out stronger on the other side.