How we dress is an important expression of how we identify or how we would like to be seen. Changing office is like being asked to wear a different uniform –it can signify a homogenisation of culture post-merger, a loss of identity. And when there is fear that we might have to change how we dress, it’s a personal concern that runs deeper than a brand of shoes, it’s a question of identity. This can be a real barrier to change.

A shiny new office in a landmark building, incredible city views in the heart of the cultural hub that is London. Sounds good –right?

You’re forgetting something…

We can’t underestimate how our identity is entwined with our environment, especially when it’s the office where some will spend the majority of their waking hours. At our recent change comms breakfast we heard this story from a client, and it was a real lightbulb moment for all of us.

Imagine you start off working for a fast-growing startup. The bosses are your mates, you’re punching above your weight in the market and everyone gets along great.

Then there’s a merger.

You can see the opportunity that comes withthis change –greater mobility, scale of projects and security. However, inside you hold onto that scrappy ‘can do’ team spirit that got you this far, excellence and common sense in a grounded community. And what you wear reflects this shared identity.

Then you change office from hip brick to shiny steel.

‘This building is full of corporate types, I don’t dress like that –what will I wear? I think I’ll just work from home.’

It might seem like a small thing, but even if the company isn’t explicitly asking this of people there is discomfort in the unknown. What are the tacit rules of this place? Howwill I be received?We need to make transition as easy as possible. Little things that can help ease the change:

• Spell out expectations for dress and meeting room etiquette
• Spend some time getting to know the new security and front desk
• Create new rituals to get to know the area – finding the best latte?
• Be flexible where possible – if the new commute is tough, perhaps offer flexible start and end times so people can skip the dreaded sardines-in-a-can tube times