My daughter moves a little faster in the morning if I tell her why we’re in a rush. It makes her a member of the get-out-the-door initiative instead of an unwilling participant.
This concept of sharing the why works with design, too.
On a recent project, I was reminded of this on a larger scale than usual. Usually when I do a rebranding project, I present three logo concepts. The client chooses one, and we pursue that direction.
My client (who was rebranding after 30 years) wanted to get the staff involved in the decision-making process. So before I presented the options, the leadership brought the employees into the room.
I was asked to present the logos without explanation for first impressions, and then to explain the rationale behind each one.
It was a fascinating, real-time study in how providing context can factor into opinions and engagement. Once the reasons for each option were explained—including factors like company heritage, symbolism, significance and color schemes—the employees became more excited. They moved from “What’s this? Why do we need a new logo?” to “Wow, a new logo will be more authentic and represent us better!”
All because we shared the why with them.
It was also a mini marketing lesson because it reinforced what the company represents and gave everyone a clear, visual understand of the new direction.
Let them see inside the initiative
People can be resistant to change unless you explain your reasoning. If you’re revealing a full rebrand or any new initiative, include your team and your audience—give them some of the WHY. It will help them get on board faster and with more gusto.