Here's how you can handle team members resistant to change in brand strategy.

Handling team members resistant to change in brand strategy involves openly communicating the reasons behind the change, emphasizing the benefits and addressing any concerns to foster understanding and buy-in. Engage them in the decision-making process by seeking their input and incorporating their feedback, which can alleviate apprehension and make them feel valued. Provide support and training to help them adapt to the new strategy, demonstrating a commitment to their success and easing the transition.

Consider creating a "Brand Strategy Ambassador" program where team members who quickly grasp and support the new direction can help educate their peers. This peer-to-peer approach can be more relatable and less intimidating for some team members.

Don’t just put it on them and expect them to adapt without any explanation. Get them involved to ‘buy in’ to the brand and it’s strategy. Create an emotional connection by helping them understand they are part of a positive impact regardless of their role in the business. Everyone is essential in working towards the identified purpose, vision, mission and values. Hold a fun ‘brand immersion’ day

To ease concerns, educating your team thoroughly on the reasons behind the brand strategy shift is essential. Ensure they grasp market trends, consumer behavior, and competitive dynamics driving the change. Use examples and storytelling to illustrate potential outcomes vividly. When your team understands the 'why' behind the shift, they're more inclined to support the 'how' and 'what' of implementation.

It can be a challenge to get team members on side when a strategic brand initiative is required. Consensus is hard to achieve in the early stages as building a brand strategy is a creative rather than purely technical exercise, and opinions may therefore differ. A good brand strategist has the persuasive skills of a top lawyer. You have to be able to put forward a case for your ideas with confidence and flair. Without this you can struggle to gain buy in for your ideas, no matter how on point they are.

Having a dialogue and involving your team is utmost important. Schedule one-on-one meetings to understand their concerns. Ask open-ended questions like "What are your thoughts on the new brand strategy?" or "What worries you most about this change?". Actively listen to their perspective. Common Reasons for Resistance: Fear of the unknown, workload concerns, lack of clarity on benefits, or feeling their voice wasn't heard. Every point they make might be something that can be helpful in some way. Hear them out

Fostering a two-way dialogue is crucial for managing resistance. Encourage team members to openly share their opinions and concerns. Actively listen and validate their feelings to demonstrate the value of their input. This exchange can uncover valuable insights to refine the brand strategy further. Moreover, it helps team members feel valued and understood, reducing resistance and fostering commitment to the new direction.

Create cross-functional "brand strategy task forces" that bring together team members from different departments to work on specific aspects of the new strategy. This can foster collaboration, break down silos, and give more people a chance to directly contribute to the change.

This for me is key. Involve as many team members from every corner of the business in the early stages. It can be harder if you are in multiple locations but find a way to get representation from across the organisation from the get go. The number one reason we see rebrands fail is when it has been a project undergone as a siloed activity by the leadership team and/or the marketing team and then rolled out afterwards. Remember, your brand is not what you say it is. By getting involvement from across the organisation you not only mitigate push back but you will be able to foster diverse perspectives and customer facing insights as well as a more dedicated and motivated workforce all pulling in the same directions for success.

Supporting your team through change is crucial and necessary - and, often, daunting. Do it anyway. A big head start is understanding that great training and resources only work when you enable everyone to learn at their own pace and in their preferred style. Regular check-ins, celebrating "little victories," and offering varied types of assistance alleviates anxiety. This is often the key to easing transitions and strengthening teams. Your team's confidence, commitment, and competence directly drives brand growth. Supportive, collaborative culture and empowers your team to embrace change in a ways that resonate for them, ensuring everyone feels valued and equipped. Bottom line - the data shows investing in your people pays off BIG.

Supporting your team through transitions is vital. Provide training and resources to help them adapt to new tools or methodologies. Recognize that people learn at different paces and be patient as they acquire skills. Regular check-ins and offering assistance when needed can alleviate anxiety and build confidence in facing new challenges.

It’s always important to recognise and celebrate progress when building a brand strategy. In my experience, this can be motivational and inspiring, encouraging a spirit of collaboration and freeing up creative talent.

Recognizing and celebrating small victories is crucial for building momentum during change. Highlight individual and team achievements linked to the new brand strategy. Celebrations don't need to be elaborate; even small acknowledgments can motivate your team and reinforce positive aspects of the change. This recognition solidifies the new direction as a shared success.

Handling team members resistant to change in brand strategy can be effectively managed by celebrating success. Highlight and celebrate small victories and milestones achieved through the new strategy. Public recognition of these successes fosters a positive atmosphere and demonstrates the benefits of change. This encourages buy-in from resistant team members, showing them that adapting to new strategies leads to tangible improvements and shared achievements.

Consider the long-term impact of the brand strategy change. While managing immediate resistance is important, also think about how this shift will affect your team's dynamics, company culture, and customer perceptions in the months and years ahead. Plan for ongoing evaluation and adjustment of the strategy as needed, rather than treating it as a one-time transition.

One thing that is definitely impactful is to Encourage Innovation and Creativity within team. Foster an Innovative Culture: Create an environment where team members feel safe to experiment and innovate within the framework of the new brand strategy. Idea Sharing: Encourage team members to share their ideas on how to implement the new strategy effectively. Show how the new brand strategy can contribute to their personal and professional growth. Recognition and Rewards: Recognize and reward team members who embrace and champion the change. Explain the Why: Clearly articulate the reasons behind the change, how it aligns with the company’s vision, and the benefits it will bring.