What do you do if your team is divided on the brand strategy?

If your team is divided on the brand strategy, it's crucial to facilitate open dialogue and collaboration. Encourage everyone to share their perspectives and concerns. Listen actively to understand different viewpoints. Then, work together to find common ground and align on a cohesive strategy that reflects the values and goals of the brand. Collaboration is key to success!

One thing I’ve found helpful is to focus less on trying to hard-sell the ‘answer’, which invariably leads to compromises or resentments- and instead invest energy upfront to involve all stakeholders to define an aligned brief, definition of ‘success’ and key criteria and process for evaluation. Be genuine and open-minded in involving all stakeholders, nothing’s worse than fake lip-service.

If everyone is blindly on board with a brand strategy from the beginning... it's probably too generic. In many ways, this should be expected as part of the brand strategy journey. To be able to work with the brand champions and honor the laggards is a tension only few are great at. The real key is listening to everyone's perspective and then reminding them the end goal. You might have to make changes along the way, but coming back with customer feedback will help support the claim.

Decide the common vision of where the brand wants to be in the next 12 months. Then get your team onboard to contribute how they can use their set of skills to accelerate the company towards that "decided" vision. Then, you take the different inputs and build a strategy around their proposed actions based on their skill set. That way everyone on the team will be aligned and invested in the brand strategy.

It's really important to gather feedback from your colleagues to make sure your brand is hitting the mark. By listening to different viewpoints within your team, you can fine-tune your brand to really connect with your target audience. This collaborative effort not only adds depth to your brand but also ensures it speaks directly to the people you want to reach.

Refrain from choosing an idea based on your perceptions or biases and instead opt for the ones that stem from the insights derived from the research. For instance, while I was working on a men’s personal care brand, we noticed how men are now more open to trying new personal care solutions but they prefer simple routines and products. This insight helped us steer away from the general bias that men don’t care enough about personal care. Hence, the idea we opted for was centered around positioning the brand's products as simple, no-fuss solutions for men’s skincare needs as opposed to creating awareness around personal care routines among men.

I firmly believe in evaluating ideas based on alignment with our brand's core values, mission, and target audience. Objective assessment, backed by data and trends, ensures decisions are strategic and sustainable. It fosters a culture of informed decision-making, driving long-term success and meaningful impact.

Encourage open dialogue among team members, gather feedback regularly, and create a supportive environment where ideas and suggestions are welcomed and valued. People won’t speak up if they’re frequently shut down.

Questions allow us to create from nothing, highlighting the transformative power of encouraging open dialogue within a team. When faced with disagreements on brand strategy, facilitating discussions that delve into the merits and drawbacks of differing perspectives is crucial. It’s essential for these dialogues to center around the brand’s objectives, steering clear of personal biases. By nurturing an atmosphere where every voice is heard and each contribution valued, you pave the way to a consensus that resonates with the entire team. Such an approach doesn’t just resolve disputes; it cultivates a culture of mutual respect and collective ownership of the brand strategy.

Encourage collaboration among team members to co-create a brand strategy that integrates diverse perspectives and expertise. Collaboration can foster creativity and innovation while ensuring buy-in from all stakeholders. Facilitate structured discussions or workshops where team members can openly debate different approaches and work together to find common ground. Ensure that discussions remain focused on finding solutions rather than dwelling on disagreements. Consider bringing in an external facilitator or consultant who can provide unbiased insights and help mediate discussions. An outside perspective can often help teams break through impasses and see new possibilities.

Creating a safe space for open dialogue is paramount. I encourage my team members to share their perspectives, concerns, and ideas freely to foster a collaborative atmosphere where divergent viewpoints can be explored constructively. By actively listening to each perspective and seeking common ground, teams can work towards consensus and alignment on the brand strategy. Additionally, establishing clear communication channels and transparent decision-making processes streamlines the resolution process and builds trust. Ultimately, embracing the diversity of thought and fostering a culture of inclusivity is essential for overcoming division and guiding the team toward a unified brand strategy that reflects collective values and objectives.

I believe in the importance of building consensus within my team. It's not about individuals getting their way but finding solutions aligned with our shared goals and values. Through compromise and negotiation, we create a unified strategy that serves the brand's best interests. This may involve blending ideas or innovating new approaches, ensuring everyone's voice is heard and respected.

Take the time to understand why there is division within the team. Are there differing interpretations of data or market trends? Are there conflicting personal preferences or biases? Identifying the underlying reasons will help you address the issue more effectively. Look for areas of agreement or shared objectives among team members. Focus on common goals that everyone can rally behind, even if there are disagreements on specific strategies or tactics. Conduct further research or gather additional data to inform the decision-making process. This might involve market research, competitor analysis, or customer feedback surveys to gain a deeper understanding of the brand's position in the market.

Build consensus to empower team members to take ownership of the brand strategy and increase their commitment to its success. 1st. Identify common ground among team members and acknowledge areas of disagreement. 2nd. Facilitate discussions to explore different perspectives and find solutions that address everyone's concerns. 3rd. Encourage compromise and flexibility while staying focused on the overarching objectives.

Decision time is crucial in brand strategy discussions. When consensus is hard to reach, it may be up to you to make the final decision. It’s vital to base this decision on the brand's Marketing Distinguo—what truly sets it apart from competitors. Communicate your choice clearly, explaining how it leverages the brand's unique qualities to meet its goals. This ensures everyone understands the decision’s alignment with the brand’s distinct advantages, even if some may initially disagree. By focusing on what makes the brand unique, you help the team unite and move forward together, fostering a shared commitment to the chosen strategy.

Once a consensus is reached or a decision is made, communicate it transparently to the entire team. Ensure that everyone understands the rationale behind the decision and their role in implementing the chosen strategy. Continuously monitor the implementation of the brand strategy and its impact on key metrics. Be open to feedback and be willing to adapt the strategy as needed based on changing market conditions or new insights.

I recognize the importance of consensus but also understand the need for decisive action. When making the final call on brand strategy, I'll ensure clarity in communication, explaining the rationale behind the decision and its alignment with our brand goals. This ensures the team moves forward united, despite individual preferences.

The decision-making process should involve key stakeholders empowered to make strategic choices. Aim to decide once sufficient discussion and analysis have occurred, but avoid prolonged delays that hinder progress. Set a clear timeline to ensure timely resolution and keep the team focused on implementation.

Implementing a new brand strategy as a team involves everyone understanding the vision, knowing their roles, working together, and checking in regularly to make sure we're on track with our goals.

One of the key reasons why a team can be divided is when the 'why' is not clear. It is good to go back and look at the what problem one is trying to solve or aspiration one is trying to fulfill. Put that succinctly and with clarity on paper and have all aligned to that. It would lead to a more collaborative and focused discussion around the strategy. A leader would still need to listen, put the best ideas on table, debate and then take a decision. All can agree to disagree, till a decision is taken, but then the alignment behind the strategy and the tactics would be much more fruitful as the 'why' is a clear overriding end goal.

It is important that the team understand that this is not a question of egos or who is right. You have to do what is best for the company and the brand. The way to ensure that personal opinions don't get on the way is to test thoroughly during the process and let consumers in. This way, you eliminate personal bias and ensure your brand strategy is aligned with consumer needs.