Introduce internal branding
An employee cannot change from one day to the next. A transition of communication is necessary to move employees internally. In order to captivate, bind and retain employees for the organization, you will need to use internal branding. You will need to continually communicate what will be changing and, more importantly, behave congruently. Make it into an experience. Employees must experience the brand in the same way throughout the organization- from production worker to sales person and from management to cleaners. Only then will they identify with the brand. Stay strictly true to the identity of the organization. Your communication, behavior and the symbolism must be completely consistent, otherwise you will deviate from the key points of the story and the change will no longer be convincing.
The basis of change is that you begin sharing information and you receive information back. Listen to what is needed within the organization. Engage in conversation with employees, management, shareholders and other stakeholders, above all talk personally with regular customers.