Real Change

Change is hard. Right?

The statistics aren’t encouraging. They suggest that the majority of change initiatives fail to meet their intended objectives. More so, evidence suggests that in the majority of cases, the impact of change deteriorates relatively rapidly. 

So, what can be done to create real, lasting change in organisations?

Through both research and practice, we’ve found that change projects are most successful when companies focus on eight key actions.

We find that organisations who follow each stage with rigour almost always create change that has a deep, substantial impact that significantly outweighs the investment, but also create change that ensures. We call this real change. 

What is Real Change?

By definition, change means to ‘make something different’. It can often be superficial - altering the appearance without impacting the core. 

Transformation, on the other hand, suggests something deeper. It implies ‘a marked change in form, nature, or appearance’. But the term has become a little overused, losing some of its intended power. 

Branding can deliver a significant change, creating a ripple effect that enhances multiple aspects of an organisation. This in turn becomes a catalyst for deeper business transformation.

We prefer to call this real change - an approach that leads to meaningful, substantial shifts in how companies operate and engage with their audiences.

How is Real Change Created?

We designed a path to creating real change in 2014 and have since put this into practice in over 150 change projects. We’ve also tested this against the models of some of the world’s largest companies, and in places we’ve been influenced by them. Whichever formula you follow, a clear pattern emerges. Real change can be designed. 

Is getting there easy? Not always. To the greatest extend the journey depends on your people’s readiness for change. And even the best prepared companies go through a change cycle (which you can read about in our upcoming ‘stages of change’ article) 

Our experience shows that focusing on the following key actions will set you on the right path.

1. Alignment

Real change starts with the people who drive your business. Aligning leadership teams around a core set of strategic truths - purpose, mission, values, and priorities - is essential. When leaders are united in their view of what the future needs to be, they can use their individual expertise to drive change in their teams and departments. Equally they can recruit disciples for change, who accelerate and increase the likelihood of success in the process. 

2. Shared Vision

Some prefer purpose, some vision, some use mission alone. Whilst the textbook definition of each is different, they talk to an organising idea that compels and unites people, that motivates people (internally and externally) towards achieving something greater than they could achieve in isolation. It acts as a compass for decision-making and helps teams to adapt to challenges. When everyone understands where the organisation is heading, it creates a sense of belonging and purpose, fostering alignment across all levels. Communication of this is essential. It shouldn’t be reduced to straplines. Read our views on the importance of a ‘vivid vision’ in our upcoming article.

3. Clear Roles

Modern consulting sometimes overlooks the importance of the how, focussing too heavily on the why. Clear roles and responsibilities ensure that everyone knows how their work contributes to the company’s vision. This improves efficiency, reduces conflict, and increases employee engagement. When roles are well-defined, collaboration thrives, and stakeholder trust is strengthened.

4. Freedom to Focus

Focus is an increasingly scarce trait in companies. It’s crucial to create the conditions where employees can single-mindedly focus on what matters, free from distractions. Focus leads to higher productivity, greater job satisfaction, and improved decision-making. When teams are allowed the freedom to focus, they produce better quality work and generate more creative ideas.

5. Open Creativity

Real change doesn’t happen in a boardroom. While ideas may start there, the actual transformation requires the active participation of your teams. Employees aren’t just participants in the change—they are the change. When employees feel empowered to engage with and shape the brand, they become advocates who drive the change authentically.

Research from McKinsey shows that companies with highly engaged workforces achieve 147% higher earnings per share than their competitors. And Bain & Company’s studies reveal that companies with engaged employees are 21% more profitable. Involving employees from the outset fosters ownership and motivation, making the change not only effective but also enduring.

6. Internal Activation

Engagement within your organisation should be bold, inspiring, and tangible. When launching a new initiative, equip people with the right tools to get involved and ensure they feel part of the vision. Involve your inner circle—trusted clients, stakeholders, and suppliers—making it clear they have a key role to play in driving change.

7. External Activation

Give your people the power to make change visible externally. Ensure your communication is clear, timely, and tailored. Create a structured plan that includes regular updates, training, and opportunities for feedback. By making employees central to the change, you build internal capability while simultaneously driving external engagement.

Real change touches every part of your business. It’s not just a visual shift, but a transformation in how your organisation operates, collaborates, and grows. When branding is well executed, the results include:

• Stronger Employee Engagement: Engaged employees are more productive and motivated, driving better business outcomes.
• Enhanced Customer Loyalty: Purpose-led brands build deeper emotional connections with their customers, creating advocates who support long-term growth.
• Greater Market Impact: Companies that embrace real change stand out in the marketplace, with a brand that resonates more powerfully with both customers and stakeholders.

8. Continual Reinforcement

Real change doesn’t happen overnight. It requires ongoing reinforcement. The message will need to be repeated multiple times before it truly lands with your teams. By continually communicating and reinforcing your vision, you ensure that the change sticks and evolves as your organisation grows.

Ultimately, real change is about creating the conditions for long-lasting impact. It’s the catalyst that aligns leadership, engages employees, and transforms how your business competes. 

Real change isn’t just a shift - it’s a planned, sustained step in achieving greater goals.