O ideal é estar alinhado às direções da marca, essas são as primeiras regras do jogo. Se alinhe, dialogue e ajuste seu projeto com os stakeholders necessários para partir para cima. Você terá ajustes com as diretrizes, e ao mesmo tempo terá a possibilidade de compartilhar suas ideias e ter a oportunidade de convencer a seguir seu caminho. Lembre-se que para começar a viagem, ao menos saiba onde é o destino que está viajando.

1. Pinpoint the Conflict: Identify specific areas of misalignment, like tone or visuals, and clarify the product’s unique goals. 2. Collaborate with Stakeholders: Discuss with brand leaders to understand the intent behind guidelines and share how the product’s needs align with the brand’s overall vision. 3. Present Data-Driven Solutions: Propose adjustments backed by customer insights or market data, showing why specific shifts could benefit both the product and the brand. 4. Test and Refine: Run small tests to gauge the impact of adjusted messaging. This provides data to support a balanced narrative that respects brand identity and enhances product appeal.

When your product narrative doesn’t quite fit the marketing guidelines, it’s all about finding a balance that works without compromising the brand's voice. 1) Revisit the core - Make sure your narrative reflects the brand’s values and mission, even if you need to bend the rules a bit. The story should still feel authentic to what the brand stands for. 2) Talk it out - Sit down with the marketing team and discuss the conflict. Collaboration often sparks creative ideas that can bridge the gap between the narrative and the guidelines. 3) Test the waters. Launch small-scale campaigns or A/B tests to see how your story resonates with the audience. Use the feedback to find a direction that aligns with both product and marketing needs. :)

A few years back, my company rebranded based on insights from 10+ research studies with 22K customers across 7 countries. The data and insights strongly supported the rebrand, but tensions arose as some executives were deeply attached to the legacy brand. I navigated this by grounding discussions in data. We facilitated broad stakeholder engagement, ensuring the product narrative aligned with audience expectations while addressing leadership concerns. The rebrand was initially successful. However, COVID hit, market shifted, and product development faced delays. As a result, the company reverted to the old brand. A humbling reminder that even the best data has its limits: sometimes gut instinct fills the gaps that no spreadsheet can.

When your product narrative clashes with marketing guidelines, start by identifying the core conflict. Does the narrative misalign with the brand’s voice, values, or target audience? Collaborate with both product and marketing teams to pinpoint shared objectives, emphasizing customer-centric messaging. Adjust the narrative to align with brand guidelines while preserving its unique value proposition. Use data to validate changes, showing how tweaks can resonate better with the audience. Communicate transparently to ensure buy-in from all stakeholders. This approach fosters unity while delivering a cohesive brand message that highlights the product effectively.