When news of Cracker Barrel’s rebrand hit, the internet lit up with criticism.
Some of it was fair. Some of it wasn’t. But much of it could have been avoided.
If I could go back in time, I’d tell the people at Cracker Barrel to hold off on unveiling their new look. Not because rebranding was a mistake, but because they missed an opportunity: bringing people along for the journey.
Why Big Reveals Backfire
Most organizations treat rebrands like a grand opening. Keep the work under wraps. Polish the new identity. Drop it all at once.
The problem? By the time you reveal the final product, your audience has had no chance to process the change. To them, it feels like a decision made in a closed room, handed down without context. That’s when skepticism (or outright backlash) starts to build.
A Better Way: Visibility in the Process
Rebrands — and really, any major shift — work better when leaders use visibility to prepare people along the way.
Here’s how that might have looked for Cracker Barrel:
- Share what you’re learning. Give a peek at customer feedback, employee insights, and research that points toward the need for change.
- Document the journey. Show visits to restaurants, conversations with staff, and the real-world input shaping the process.
- Frame the challenge. Acknowledge what isn’t working. Be transparent about why a shift is needed.
- Build trust step by step. Use short, consistent posts to test ideas, gauge reactions, and bring stakeholders into the story.
The point isn’t to spin or polish. It’s to show leadership in action.
Visibility Builds Buy-In
When leaders share openly and consistently, they build credibility:
- They signal they’re listening.
- They show they’re learning.
- They prove they’re willing to engage.
By the time the new identity launches, stakeholders are already invested. They’ve watched the journey unfold, and even if they don’t love every detail, they understand why the change was needed.
The Takeaway for Leaders
Rebrands aren’t just about logos and colors. They’re about trust. The same principle applies to strategy shifts, culture initiatives, or product launches:
Document the journey, not just the destination.
Because when people see you engaging in real time, they’re far more open to the outcome.
Put This Into Practice
If you’re planning a rebrand, a new initiative, or even just ramping upyour executive presence:
- Start sharing the journey early.
- Use small, consistent updates to keep people in the loop.
- Frame challenges honestly — don’t wait for the “perfect” story.
The more visible you are along the way, the more trust you’ll have when it counts.
Want help building your executive visibility strategy? Learn more about how I work with leaders and comms departments here.