You're facing resistance to change with innovative branding. How can you overcome internal barriers?

I'll just say this. The word brand means many things to many people. To one sales leader, brand makes their sales decks look beautiful. To a marketing ops expert, brand makes their programs start 3 weeks late. To a CFO, brand is what costs way more than other efforts, and has no clear ROI. To a CEO, its the only thing separating them from the competition. To a head of corporate comms, it's how we keep our messaging consistent. To a VP Creative, it's the heart of every single thing we do. Understand that this word has different definitions depending on who you ask, and you'll have a much better chance at navigating internal resistance to brand innovation.

If you hit strong resistance, I believe it is better to accept the challenge given and attempt to provide the best possible result within the structure of the client’s viewpoint. It may mean quite a pivot but who knows, you still may be able to create something great from a melon. If you encounter soft resistance, gently give a explanation for how your solution directly targets a specific outcome. This explanation can be difficult when we are explaining visual concepts - but simplifying it for clients to understand is of benefit to us - as we learn to help people outside of our circle of expertise understand the value of these micro-decisions in contributing to the user experience.

Embracing empathy is key to effective leadership, especially during times of change. O> By truly understanding and addressing your team's concerns, you create a supportive environment where everyone feels heard and valued. This not only eases fears but also builds a culture of trust and collaboration. When team members know their well-being is a priority, they're more likely to engage positively with new initiatives. O> Keeping communication open and emphasizing the importance of their roles in the success of the innovative branding strategy can transform resistance into enthusiasm and commitment.

Understand their concerns about the potential risks of change, disruption to their workflow, or impact on established brand elements. Actively listen to their feedback and address their anxieties. When Microsoft decided to overhaul its Windows interface, some employees were apprehensive about user acceptance. The leadership team actively addressed these concerns by involving employees in user testing and showcasing positive customer feedback during the transition.

Overcoming resistance to change in innovative branding requires clear communication, stakeholder engagement, and robust training. Articulate the benefits and vision behind the change, involve key stakeholders early on, and equip your team with the necessary skills. Highlight quick wins to demonstrate tangible benefits and foster a culture that embraces innovation. Maintain consistent communication to manage expectations and address concerns promptly. By taking these steps, you can successfully implement new branding strategies and position your organization for future success.

Begin by clearly defining the strategic rationale behind the innovative branding initiative. Demonstrate how it aligns with the brand's long-term objectives, target audience needs, and market trends. Provide data-driven insights and customer feedback to build a strong business case for the change. Bring the brand vision to life through storytelling and visual aids. Develop a narrative that resonates emotionally with your team, highlighting the positive impact the innovative branding will have on the customer experience and the brand's competitive positioning. Use impactful imagery, prototypes, or even customer testimonials to bring the vision to life.

Na minha experiência, superar barreiras internas à mudança, especialmente com uma marca inovadora, exige uma Comunicação Clara e Transparente. É extremamente importante explicar os motivos da mudança, os benefícios esperados e como isso afetará a equipe e a empresa.

Communicate a Compelling Vision for Change Articulate a clear and compelling vision that explains the reasons behind the innovative branding changes and how they align with the company's long-term goals. Use storytelling to illustrate the benefits and potential positive outcomes of the new branding strategy. For example, share success stories of other brands that have successfully adopted similar changes and the impact it had on their market position and customer engagement. Provide a detailed roadmap that outlines the steps involved and the expected milestones. A clear vision helps team members understand the purpose and benefits of the changes, making it easier for them to buy into the new strategy.

Don't just present the "what" of the new branding, but also the "why." Clearly articulate the vision and potential benefits of the innovative approach. Show how it strengthens the brand's position in the market and helps achieve long-term goals. When Apple introduced the iPhone, it wasn't just a new phone; it was a revolutionary new way to connect. Steve Jobs' visionary presentations emphasized this shift, inspiring excitement within the company and the broader tech industry.

A clear vision is crucial to align the entire organization behind the innovative branding efforts. Leaders must articulate a compelling narrative that outlines not only the reasons for change but also the envisioned future state. This vision should be communicated consistently and transparently across all levels of the organization, emphasizing how the new branding will positively impact the company’s mission, values, and market positioning. Clarity in vision helps employees connect their individual roles to broader organizational goals, fostering commitment and enthusiasm for embracing the change.

Involve Team Members in the Change Process Foster a sense of ownership and involvement by including team members in the change process. Create opportunities for them to contribute ideas, provide feedback, and participate in decision-making. For example, form cross-functional teams or committees to work on different aspects of the branding initiative, such as design, messaging, and implementation. Conduct workshops and brainstorming sessions to gather input and encourage collaboration. Recognize and celebrate contributions to build enthusiasm and commitment. An inclusive process ensures that employees feel invested in the success of the branding changes, reducing resistance and fostering a collaborative culture.

Involve your team members in the branding process. Create workshops, brainstorming sessions, and feedback channels to gather their ideas and suggestions. This fosters a sense of ownership and reduces resistance. In my previous role, when we were rebranding our company website, we held design charrettes where everyone from marketing to customer service contributed ideas. This not only yielded valuable insights but also ensured everyone felt invested in the final product.

Involving employees in the branding process fosters a sense of ownership and commitment. An inclusive approach invites diverse perspectives and ideas, tapping into the collective wisdom of the team. By soliciting input from different departments and levels of the organization, leaders can harness valuable insights and innovative solutions that might otherwise be overlooked. This collaborative effort not only enhances the quality of the branding strategy but also cultivates a culture of empowerment and mutual respect. Inclusivity builds consensus and buy-in, making it easier to overcome resistance and implement changes smoothly.

From my experience involving qualified like-minded people is like changing up my environment. When I'm stuck at home 24/7 I can only think of so much innovative things. Being somewhere new or around others sparks new ideas and motivates me to rethink existing concepts. The best part is that "like-minded" people shouldn't be people who agree with you at all. How I see it is that those people have similar interests to me when it comes to reaching a certain goal. When it's about innovative branding it's even better if they have totally different ideas and opinions than I do. It wouldn't be innovative if it would be obvious.

Uma atitude que sempre tenho frente a desafios de inclusão é fazer com que os colaboradores sejam envolvidos nos processos de mudança desde o início. Crio comitês ou grupos de trabalho que incluam representantes de diferentes níveis e áreas da time, valorizo sugestões e ideias de todos os colaboradores, reforço a importância da participação de cada um.

Equipping your team with the necessary knowledge goes a long way. Provide training sessions on the rationale behind the innovative branding strategy, its potential impact, and best practices for implementation. When our company launched a new social media marketing campaign, we conducted training sessions for all departments to ensure everyone understood the brand voice, target audience, and key messaging. This helped everyone contribute effectively to the campaign's success.

Education and training are essential to equip employees with the knowledge and skills needed to embrace innovative branding. Providing comprehensive training sessions and resources helps employees understand the rationale behind the changes and prepares them to effectively implement new branding strategies. This empowers employees to adapt quickly and confidently to new branding guidelines, reducing resistance born out of uncertainty or unfamiliarity.

As a small business owner, even if it's just you, it's critical to have strategies defined and clear so there is little-to-no room for various interpretations. If you haven't shared the previous foundational blocks of your business with your team, now is the time to walk them through it. When you conduct meetings, highlight Core Values used during the conversation. Demonstrate how the Purpose-Driven Mission and Vision are showing up in your tactics and intangibles. And be crystal clear. Don't just say our Core Values are x, y, and z. Define each one, give examples, show where and how they show up in the business.

Workshops and Seminars: Organize sessions to educate employees about the importance of branding and how it impacts the business. Provide training on new tools, techniques, and strategies that will be used.

Celebrate milestones and early wins achieved through the new branding strategy. Recognize individual and team contributions to keep morale high and maintain momentum. During the rebranding of Dunkin' Donuts to simply Dunkin', they celebrated positive customer feedback and increased sales figures in their marketing materials and internal communications. This reinforced the effectiveness of the change and motivated employees.

Celebrating wins and milestones along the way reinforces the positive outcomes of the branding initiative. Recognizing and rewarding individuals and teams for their efforts and successes fosters a sense of achievement and motivation. This positive reinforcement not only boosts morale but also reinforces the benefits of the new branding, encouraging continued support and enthusiasm from employees.

As a small business owner, it's important to listen, acknowledge, discuss, and celebrate. I believe you should celebrate action, whether it's a small victory or even a failure. Business requires testing, and that includes marketing. As long as you are learning something new, that's a win in my book.

Early Successes: Highlight early successes and quick wins to build momentum and demonstrate the positive impact of the changes. This can help build trust and confidence in the new direction. Celebrate Milestones: Celebrate milestones and achievements throughout the implementation process to keep morale high and maintain enthusiasm.

Be prepared to adapt your approach based on internal feedback and external market response. Gather data on the impact of the new branding and be open to making adjustments as needed. When Coca-Cola launched "New Coke," it faced significant consumer backlash. The company, to its credit, listened to the feedback and quickly brought back the original recipe. This willingness to adapt demonstrated their commitment to customer preferences.

Flexibility is key to navigating challenges and adjustments during the branding implementation process. Leaders should be open to feedback and willing to make course corrections as needed. Adapting flexibly to unforeseen obstacles or changing circumstances demonstrates agility and responsiveness, instilling confidence in the organization’s ability to successfully navigate the transition to innovative branding.

When Titan, the Indian watch and jewelry brand, shifted to a modern, fashion-forward image, they faced internal resistance. Employees were worried about straying from the brand's heritage. Titan's management listened and incorporated feedback by providing training and gradually introducing modern products while honoring its legacy. This flexible approach eased resistance and ensured a successful brand transformation.

Beyond the core strategies, it’s crucial to consider ongoing communication, stakeholder engagement, and leveraging data-driven insights. Clear and consistent communication keeps everyone informed and aligned throughout the branding change. Engaging key stakeholders early and often ensures their perspectives are considered, fostering collaboration and support. Lastly, leveraging data and analytics provides valuable insights into the effectiveness of the branding strategy, enabling continuous improvement and refinement.

Start by looking at the objectives and focusing on the story being told. The objectives should be built around the story! A company with a strong story brand will be able to keep their messaging cohesive.

One question I would ask myself is “Am I confident in the decision I’m making and does my team feel the same way?” There are times change could bring about a wonderful outcome but there are also times where change can be the cause of barrier. I want to make sure that the decisions align with the voice of the brand, stakeholders’ expectations and most importantly the values communicated by the company to the consumers/ customers.

Resistance to change is natural, but it can be managed effectively with clear communication, education, and involvement. By addressing concerns, showcasing benefits, and fostering a supportive culture, you can overcome internal barriers and successfully implement innovative branding that drives your organization forward. Remember, change is a journey, and patience and persistence are key to achieving lasting results.

The other day I read an article by Deloitte. It says that in the age of AI, we are beginning to "re-evaluate human abilities — empathy and curiosity — as an antidote to anxiety and as a contribution to the development of imagination." Nassim Taleb said: "... In a complex world, the level of intelligence is determined by the ability to ignore the insignificant." I don't agree. We believe that flexibility lies in moving forward quickly by ignoring the insignificant, but what if the true speed of innovation lies in slowing down to better understanding and create meaning? In a world where speed are increasingly valued, the concept of conscious flexibility presents an undeniable paradox: the fastest way to innovate may actually be to slow down.