Transforming Your Brand: Why Real Change Starts with People, Not Just Processes

In a world where change is a constant and business transformation has shifted from optional to essential, the focus tends to be technology, data, and efficiency. These tools are undeniably powerful, yet there’s a critical piece of the puzzle that often goes unnoticed: people.

Through my work as a strategist - whether persuading people to choose a mortgage or quit smoking - I’ve become fascinated by the psychology that drives decisions. It influenced the way I work, manage and build relationships both in the office and at home. Today, I want to delve into the human side of transformation and why it’s a vital force, especially in marketing.

The Heart of Transformation Lies in Daily Actions

True transformation, especially in leadership, lives in the everyday actions people take within a business. When we talk about transforming a brand or organization, what we’re really aiming for is to shift behaviour on a broad scale. In a world of constant change, companies are tasked with "transforming while performing," balancing the need to evolve with the demand to keep operations running smoothly. For transformation to succeed, it must be more than a logistical exercise; it has to be a fundamental shift in how people think, act, and engage with their work.

The Overlooked Key to Lasting Change

Business transformation discussions often emphasize systems, technology, and processes. While essential, these tools only go so far. At its core, transformation is about behaviour change - a fundamental component that often goes unaddressed. As people naturally resist change, underscoring the importance of gradual shift is crucial. Real change will meet friction and without full buy-in from people, even the best strategies can falter.

Why Transformation Hinges on People, Not Technology

Even as AI and digital tools advance, people’s fundamental nature remains the same. Transformation isn’t just about optimizing processes, it’s about creating a culture that embraces new behaviours. Recent Gallup surveys reveal declining global workforce engagement, with fewer employees willing to back organizational changes. Yet studies show that people are more open to change when they feel included, not just informed. This mindset shift is essential for generating true commitment to transformation.

Marketers as Catalysts for Behavioural Change

Marketers are uniquely equipped to drive transformation, leveraging their deep understanding of behaviour change. By applying brand-building principles to internal change, marketers can approach transformation as a bottom-up movement rather than a top-down directive. This means shifting from broadcasting strategies to designing cultural interventions and treating employees as active participants. Transformation, in this light, isn’t a process but a brand-building journey that taps into the same strategies that inspire customer loyalty and emotional connection to engage employees.

From Mandate to Movement: Vision-Led Transformation

Effective transformation should feel like a brand campaign that captivates the organisation’s heart and mind. Vision-led transformation moves beyond directives to become an inspiring journey that teams are eager to join. This shift requires recognising the complex, emotional nature of people, creating transformation efforts that motivate rather than dictate. By engaging people emotionally, we can unlock people's discretionary energy for change rather than grudging compliance.

Celebrating Milestones and Reinforcing Engagement

While measuring success is essential, celebrating milestones along the way is equally important. Waiting until the end of a multi-year transformation to talk about ROI risks losing momentum. Instead, celebrating and leading indicators of change, reinforces a sense of achievement and shared purpose, reassuring the team that progress is real.

In summary, successful transformation isn’t about installing the latest tech or top-down mandates. It’s about combining technological change with a cultural shift that people are eager to join. By treating transformation as a brand-building exercise, marketers - and leaders across disciplines - can create environments where change is embraced and purpose is shared. Transformation becomes a journey driven by vision, flexibility, and an unwavering focus on people. And in that journey lies the path to lasting change that travels across the whole organisation.

TwentyFirstCenturyBrand are partners of The Marketing Society
Published on 21 January 2025