Know-How Exchange : Branding

From the sound of this, one of the most important things you need to do is an internal audit to see which of the previous employees doesn't fit the "new values". That includes the top management and the leaders of the new brand.
Otherwise, your new brand will be nothing but an empty shell.

Why not ask the various teams what they think their connection to the brand is? That will start to build some team-thinking and also might increase your ability for brand strengthening.

No problem. Start with a communications plan. You will need to decide if you are going to control and deliver the communications from a central team, or just prepare them and let each business communicate itself. I would recommend that you at least have some central ringmaster that ensures the right messages are being recieved. Most important is that you build in a feedback loop to be sure that you are actually communicating and not merely sending messages.

here's how to do the communications plan.

List the stakeholders you are dealing with (may be both key individuals, unit heads, etc. as well as business line or portfolio companies), and then list what information they need. Check with them to see what they feel they need. Then add or delete anything on the list. Sequence out the timing of the messages, what they will contain, the vehicles you will use fo delivery and the purpose/intent or desired outcomes/actions for the communication. For each message, when you are determining the vehicles, determine also who needs to communicate the message. For most frontline workers, the only and best person to communicate change is their immediate supervisor. In this case, you'll want to prepare a communications kit for each manager in the company that has key messages, talking points, FAQs and additional information to help them answer questions. This will not only boost the commitment of your managers, but will make them look valued and supported to the people they manage.

I would do all of this in a spreadsheet, using one row per stakeholder / stakeholder group identified. Google communications plan template and you may find something good.

Typical vehicles you will use will be, face to face, town hall meetings, webinar, phone conference, team meeting, emails (careful), posters, etc.

Companies have become painfully aware that sending the right message to their employees is just as important as making a good impression with customers, vendors and its investors. so there is a program your company needs to develop for encouraging employee behaviors according to the company's brand strategy.
Get complete solution here
Thank you