What do you do if your brand strategy clashes with other departments?

As a brand strategist, you know how important it is to create a consistent and compelling brand identity that resonates with your target audience and differentiates you from your competitors. But what do you do if your brand strategy clashes with other departments, such as product, sales, or marketing? How do you handle the conflict and align everyone on the same vision and goals? Here are some tips to help you overcome the challenges and collaborate effectively with other stakeholders.

1 Understand the root cause

The first step to resolve any conflict is to understand the root cause of the disagreement. Is it a matter of different perspectives, priorities, or preferences? Or is it a lack of communication, trust, or respect? Try to listen empathetically and objectively to the other party's point of view and identify their needs, concerns, and motivations. Avoid making assumptions or judgments and ask open-ended questions to clarify any misunderstandings or gaps in information.

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David Walton

Brand Growth Strategy and Go-To Market planning
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I spent the last 10 years working in a large matrix organisation where multiple departments' P&Ls were built around the same brands and audiences. Internal conflict at some level is an almost unavoidable step in taking a brand strategy to market. - identify who the key stakeholders are in each department. - establish a path to each stakeholder. - present the strategy with confidence but don't be surprised if there is a comment like 'person xx won't like that - he wants to position his business very differently'. - draw out as much detail as possible, but remind yourself this is their department so they will know what their team needs. - be patient. It takes time to find the common ground towards achieving full buy-in.

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2 Find common ground

Once you have a clear picture of the problem, try to find common ground with the other department. What are the shared objectives, values, and benefits of your brand strategy? How does it support the overall business strategy and mission? How can it help the other department achieve their goals and solve their pain points? Focus on the positive aspects and the mutual benefits of your brand strategy and show how it aligns with the interests and expectations of the other party.

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Rafael Lopez de Azua

Global Media @ Coty | Non-Profit Board Member @ AABC | MBA | Veteran | Naval Academy Grad
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In my experience it also helps to take a step back, looking at the issue from a broader perspective, like a portfolio strategy, is helpful to understand where the common ground is. It is also helpful to set out common principles and objectives for the discussion.

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Siddhesh Kadam

Brand & Marketing Executive | FMCG, Fashion and Personal Hygiene | Global Scope | Digital and Brand Transformation
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In my experience, it is critical to understand what the customer will benefit from the brand strategy. Then use that as a base to communicate to the other departments. Different departments have their different agendas but one thing you cannot compromise is the delivery of customer promise. There is no debate on that topic and it is important to explain and reexplain it multiple times.

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3 Negotiate and compromise

Sometimes, finding common ground is not enough to resolve the conflict. You may still face some resistance or objections from the other department that require you to negotiate and compromise. In this case, you need to be flexible and open-minded and look for win-win solutions that satisfy both parties. Avoid being defensive or aggressive and respect the other party's opinions and expertise. Try to prioritize the most important aspects of your brand strategy and be willing to concede on some minor or less critical ones. Seek feedback and input from the other department and incorporate their suggestions and insights into your brand strategy.

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4 Communicate and document

One of the key factors for a successful brand strategy is effective communication and documentation. You need to communicate your brand strategy clearly and consistently to all the relevant departments and stakeholders and ensure that they understand and support it. You also need to document your brand strategy and its rationale, goals, and guidelines and make it accessible and easy to follow. This will help you avoid confusion, inconsistency, or deviation from your brand strategy and ensure that everyone is on the same page and working towards the same vision.

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5 Build trust and relationships

Finally, you need to build trust and relationships with the other departments and stakeholders involved in your brand strategy. Trust is essential for collaboration and cooperation and it can help you prevent or resolve future conflicts. You can build trust by being transparent, honest, and respectful and by delivering on your promises and expectations. You can also build relationships by showing appreciation, recognition, and support and by seeking opportunities to learn from and work with the other departments. By building trust and relationships, you can foster a positive and productive brand culture that benefits everyone.

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David Walton

Brand Growth Strategy and Go-To Market planning
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Internal relationships, regardless of company size, makes a huge difference in how your strategy will be adopted. Don't make each stakeholder meeting only about the next strategy or revised version. In knowing who they are, you can build a regular rapport that develops into trust and familiarity. Be useful to them with insights and information as you build your strategy. You'll know it is working when they want to actively engage in the strategy building process - it can take longer, but the buy-in and execution becomes comparatively quicker. Much like building an engaged audience.... :)

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your brand strategy clashes with other departments?

1

2

3

4

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1 Understand the root cause

2 Find common ground

3 Negotiate and compromise

4 Communicate and document

5 Build trust and relationships

6 Here’s what else to consider

Brand Strategy

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What do you do if your brand strategy clashes with other departments?

1

2

3

4

5

6

1 Understand the root cause

2 Find common ground

3 Negotiate and compromise

4 Communicate and document

5 Build trust and relationships

6 Here’s what else to consider

Brand Strategy

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