It's a good idea to introduce the new name to your employees immediately before the public announcement. Informing your employees first is an important courtesy, because they have a vested interest in the name change and what it represents.

Typically, the further removed the employee is from the name change decision process, the less information he or she has had about why the change is taking place, and what the implications of the change are for his or her situation. This lack of information often creates anxiety, causing employees to worry unnecessarily about the future of the company.

Respect your employees' concerns, and take the time to communicate both the reasons for the name change and the opportunities the change creates. Prepare a written statement containing information consistent with the press releases, and distribute it throughout the organization. Assume all employees will want to be informed, no matter what their position in the organization.

Generate enthusiasm for the change. Let your employees know that this change represents a move in a new and positive direction. Make the introduction of the new name to employees an event to be celebrated. Have the CEO make a speech that outlines why the change was made, and what kind of opportunities the new name creates. Make the change real and tangible by distributing T-shirts, caps, mugs, or other items displaying the new name. But remember to keep the level of celebration in keeping with the circumstances of the company. If the company is thriving, a big bash might be appropriate, but if budgets have been squeezed across the board, a modest event would be more suitable.

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