Change and Change Management
In an economic context, the term change describes cautious changes within a market, an organization or a brand system. Such change can be initiated consciously, but can also happen unconsciously.
What is change management?
Change management is when an organization intends, plans and brings about change. These processes are usually managed by top management or brand management. For example, it may involve the continuous development of services, new structures or the improvement of the corporate culture.
Change processes consist of smaller, cautious adjustments and improvements. They can be proactive if they serve the purpose of fine-tuning or improvement. However, they can also be reactive in nature if the aim is to remain competitive.
This is what change management is all about: The change must fit the brand and company and therefore be designed in a self-similar way. Despite the planned changes, it must be ensured that customer expectations are met or even exceeded in the best possible way.
Proven methods of change management are: Lean Change Management, Six Sigma, Kanban, Kaizen or classic benchmarking to uncover deficits.
What impact does change have on the brand?
Change is extremely important for brands, because: When companies continuously change and improve, brands are constantly energized and gain appeal. Change as a normal state - that would be ideal for brands.
What is the difference between change and transformation? We explain this in the glossary article Transformation.
BrandTrust supports CEOs, brand leaders and entrepreneurs in change processes based on the brand. Find out more about our expertise in change and transformation.