Educate your employees about the importance of the name change, encourage them to embrace the new identity, then actively enlist their support in its speedy implementation. Motivate every employee to be an agent for change by helping them to understand how the best interests of the company, and consequently, their own best interest, will be served by the successful acceptance of the new name.
Give your employees all the information and tools they need to be change-makers. Help them navigate successfully through the change. Respect their concerns and doubts. Honor their attachments to what came before. Enlist their assistance to promote the new. Do all that, and you will be amazed at what effective champions of the new name they will become. And by how smooth the company's transition to the new name will be.
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