Consor launched its debut brand in 2018; it was done quickly and with limited resources. Eight companies have joined Consor since this launch, expanding into new services and geographies. Many of our acquired companies kept their names up until this point.

Lack of brand cohesion and coherence across Consor’s geographies led to a lack of brand awareness amongst clients and recruits and impeded authentic connection between employees and the Consor brand, which began to negatively impact performance and turnover rates. Consor’s 2021 Employee Experience survey revealed that 73% of staff identified with Consor's values, which is lower than the industry benchmark.

Through internal newsletters and intranet campaigns, we shared milestone updates with our employees along our rebrand journey. We hosted a Consor rebrand playlist on Spotify to encourage employees to share their favorite songs for our “branding road trip”.

We hosted a Microsoft Sway site to inform employees of our marketing goals for the new brand, including how we approached the discovery phase, anticipated deliverables, and proposed timelines. We also outlined our strategies for accomplishing said goals and how we foresaw the development of our brand and the launching techniques, both internally and externally. It was key to give employees a heads-up so they could start letting clients know that this was coming, especially for employees coming from recently acquired firms who would be changing names.