At Gateway, our recent rebranding was not just about updating our name; it was a bold exercise in change management. When we transitioned from HASA to Gateway, we took the opportunity to test new procedures, see what worked, and refine our approach. Change is often perceived as daunting, but through strategic planning and communication, it can be controlled and directed for the betterment of an organization.
Reflecting on the process, we learned valuable lessons about change management and how it applies not only to the rebrand but to every shift we make as an organization. But what exactly is change management, and how does it affect the trajectory of a business and the culture of its employees?
What Is Change Management?
Change management refers to the structured approach an organization takes to transition from its current state to a desired future state. It’s about managing the people-side of change to achieve the desired outcomes with minimal disruption. The process includes planning, communicating, and implementing changes in a way that engages stakeholders and helps them adapt.
For organizations, change management is not just about introducing a new system, logo, or name; it’s about managing how employees and customers react to and handle these shifts. Without a clear strategy for guiding people through change, even the most necessary innovations can face resistance, confusion, or failure.
In the case of Gateway, rebranding wasn’t merely a visual or superficial change—it marked a significant evolution in our identity, services, and approach to the communities we serve. As we embarked on this journey, change management became our guiding framework.
The Rebrand: A Test of Change Management
Rebranding is one of the most complex forms of organizational change. It touches every aspect of the organization—from internal processes and communication strategies to external perceptions and customer relationships. Our rebranding journey was both a test and an opportunity to make new procedures work. Here’s what it taught us about managing change effectively:
Communication is Key, and It Can Be Controlled
“Communication is Key! Communicate often, communicate in many different ways, and then communicate again. It’s not enough that the message was sent; you have to ensure that it was received and understood”
One of the biggest lessons from the rebranding was the importance of controlled, clear communication. Change often brings uncertainty, and in the absence of information, people create their own narratives. By providing consistent and transparent updates, we were able to alleviate concerns and set expectations for our staff, partners, and broader community.
Communication allowed us to manage perceptions and control the narrative. For example, instead of people wondering why we were changing our name, we clearly communicated that the rebrand aligned with our evolving mission to meet the growing needs of our community.
Change Management Must Be Inclusive
One of the core aspects of successful change management is involving the right stakeholders early on. In our case, this meant engaging not just senior leadership, but our entire staff and community partners. By including a diverse group of voices, we ensured that the rebranding wasn’t something happening to our employees, but with
We held listening sessions, provided training, and conducted surveys to understand how the changes were being perceived. This feedback loop was critical in identifying pain points early and addressing them before they became larger issues. Change management isn’t just about steering the ship from the top; it’s about ensuring that everyone on board understands the destination and their role in getting there.
Why Change Management Matters
“Sustaining change is a journey, not a one-time event. The change has to become embedded in the culture of the organization. Ask dedicated employees to act as ‘change ambassadors’ to help carry the message and sustain the change”
For an organization, change management is essential because it mitigates the risks that come with transitions. Whether it’s a new technology, restructuring, or, as in our case, a rebrand, changes can be disruptive if not handled carefully.
Effective change management helps organizations:
- Reduce Resistance: People naturally resist change, but clear communication, inclusive planning, and training can help ease concerns. When employees feel involved in the process, they are more likely to embrace the changes.
- Maintain Productivity: During periods of change, it’s common for productivity to dip. A structured change management plan helps ensure that teams remain focused and aligned with organizational goals, reducing downtime.
- Strengthen Organizational Culture: When change is managed well, it can actually strengthen organizational culture. For us, the rebrand provided an opportunity to refocus on our core values of inclusion, integrity, and communication.
Lessons Learned: Moving Forward
The biggest lesson from our rebranding journey was that change is inevitable, but its impact can be managed through thoughtful planning and communication. Every organization will face moments of transition, whether it’s due to growth, market shifts, or internal changes. The key is not to shy away from change, but to embrace it as an opportunity for learning and improvement.
For Gateway, this rebrand has reinforced our commitment to being a leader in providing accessible communication services. The experience taught us that, while change can be challenging, it can also be a powerful catalyst for progress when managed properly.
Change management is about more than just introducing new initiatives; it’s about guiding people through transitions in a way that fosters understanding, cooperation, and success. At Gateway, we are proud of how we navigated this change, and we look forward to using these lessons to guide us through future transformations.
As we continue to grow and adapt, we remain committed to being your gateway to understanding and being understood.
by Emilie Aguilar
Learn More About Gateway
Gateway connects people to their worlds and aids individuals in their ability to understand and to be understood. Gateway has grown into an organization that serves more than 4,000 children and adults every year, helping them communicate more effectively. With programming both on our Baltimore campus and through community-based programming, we provide education, access, and medical support to anyone who needs it.
We envision a society where everyone can understand and be understood and where everyone is treated with integrity, compassion, and equity.
