Finish the job, Josh Harris — rebrand the Commanders

If Josh Harris and his co-investors are willing to spend $6 billion to buy the Washington Commanders, they should have no trouble spending a tiny fraction of that incredible sum on boosting a big return on their investment.

Rebrand the team.

Do it right, and it will win new fans, rally the capital region, set a new trajectory for the NFL, and inspire a country desperately seeking something to cheer about. And outcomes like these will surely motivate on-field performance to meet a winning moment.

The team’s recent rebrand to Commanders missed these objectives like Dan Snyder attempting an extra point. The totality of the Commanders’ shoulder-shrug-of-a-rebrand appears to have focused on a name, uniforms, and merchandise.

A brand is bigger than that.

A successful sports team rebrand should energize all its stakeholders: the fan base, the community it represents, the businesses it supports, the league it plays for, and everyone directly connected to the team, from the stadium custodian to the star quarterback.

A successful rebrand brings stakeholders to their feet at the unveiling, cheering for what’s next. A failed one inspires unenthusiastic head-scratching, which is about the best one can say about the Commanders’ effort.

Rebranding a team successfully can only happen when stakeholders are asked what they want from “their” team. Sure, everyone wants a winner, but what else should a team ... be?

What on-field attributes should the team reflect? Fierceness, bravery, intelligence? What off-field values are important to stakeholders? Inclusivity, transparency, honesty? Next to winning championships, what does the team’s success look like?

Asking what stakeholders value in their football team brings them into the process. They become participants in writing the team’s next chapter, no longer groups that need to be persuaded but constituents who feel heard and excited to turn the page. Because the team asked, they’ll follow it where it goes next.

Plus, the insight generated from stakeholder research creates a roadmap to rebranding success. Knowing what attributes stakeholders want the team to reflect and what values they want it to uphold should guide every decision about the new team: yes, what its name and logo should be, but also what operational changes the team needs to make, what community relationships it needs to improve, and what ideas it needs to pursue.

If the Commanders’ new owners follow a broad stakeholder-first strategy in rebranding the team, they’ll finally close the book on the Snyder era and give everyone associated with it a fresh start to build something new.

Given the scandals, mismanagement, and toxicity of Snyder’s tenure, the Commanders’ flop of a rebrand, and the NFL’s own frequent run-ins with controversy, building something entirely new gives Harris and his ownership team a business opportunity they may not fathom.

They can set a new operational standard for what it means to work for an NFL team, what it means to play for one, and what it means to root for one. They can choose an inspirational name that rallies fans and communities and welcomes all. Rebranding, done right, creates a chance to make Washington’s football team the envy of the NFL, the pride of the nation’s capital, and a fan favorite, coast-to-coast — an outcome surely in the interest of the team’s new investors.

“America’s Team” should be in the nation’s capital, not Dallas. A rebrand, done right, with broad stakeholder participation and transparent communication throughout the process, can build enthusiasm that draws support and builds pride. For fans, the NFL, and the sports-loving country, that’s a big win. And for Harris and crew, it’s the recipe for significant long-term returns.

Kelly O’Keefe is CEO and co-founder of Brand Federation.