Business transformations—whether driven by digital innovation, mergers and acquisitions, cultural shifts or market disruption—are inherently complex and challenging. I've led marketing, communications and customer experience efforts across banking, financial services and higher education for over 25 years, and I've witnessed how crucial communication can be in making or breaking these efforts.
Throughout roles at organizations like Credit One Bank, Ameritas, Royal & SunAlliance (RSA), Allianz and NDNU, I've found that transformations often unsettle staff, disrupt established norms and spark skepticism. Without clear, consistent and honest communication, the vacuum quickly fills with confusion, resistance and rumors.
During a rebranding initiative at Ameritas, for example, I witnessed how internal skepticism hampered progress. However, we focused on clarity and aligning every piece of communication with the organization's mission, and we improved internal trust and increased overall staff engagement, evidenced by higher participation and more positive feedback.