Key stakeholders are divided on brand messaging after rebranding. How will you unify their vision?

In my experience stakeholders should be involved from the initial stage itself to avoid conflicts after the outcome. In case they have different opinions after rebranding that means the message has not been communicated well in execution. The branding team need to realign with all the stakeholders and understand properly what is brand core value and message and are the stakeholders aligned to it and believe in it individually at the their cores? Once this is done the the final messaging shall automatically align with each of them.

It's vital that people feel seen and understood. The initial reasons people give about their feelings on the brand messaging (or other areas, like the visual branding) are often superficial. Learn to ask good questions and get to the heart of how they feel. People will only open up to you when they trust that you will respect their opinions.

It is important to have all stakeholders in the room at the same time so that they can have an open conversation about their differences in opinion. This will help to get everyone on the same page as well as iron out any compromises that may be necessary.

Em qualquer problema de estratégia de marca ou até em projetos de branding, ter um alinhamento prévio com os principais líderes é fundamental para garantir que todos estejam olhando para a mesma direção. Entrevistas individuais em profundidade, para detectar os pontos de vista podem ser uma boa ferramenta para diagnóstico.

When stakeholders clash over brand messaging post-rebrand, refocus on the customer. Present solid customer data and insights to shift from subjective debates to objective truths. If needed, gather fresh customer feedback on the new messaging. Test with real customers and let their responses guide decisions. By centering on customer needs, you'll unify stakeholders and ensure your rebrand truly resonates with your audience.

Establish common objectives like you're setting a fixed menu. What's the main course everyone can agree on? For example, perhaps everyone agrees on showcasing the cheese's quality. That's your starting point - like deciding the base of your pizza before arguing about toppings.

If there are divergent views on messaging after rebranding, it reflects very poorly on the strategy and approach to rebranding. Because the rebranding itself means a clear new message is being sent out. Rebranding is not just a thoughtless logo, design and color change but should have goals and objectives behind it.

Stakeholders divided after a rebrand? Oy vey, it's like herding cats in a shuk! 🐈⬛ Here's the secret sauce: create dialogue, not just debate. A/ Gather everyone around the (virtual) table. No hiding behind emails or PowerPoints. B/ Encourage open and honest communication. Let everyone voice their concerns and ideas without judgment. C/ Find common ground. What are the shared goals and values? Use those as your guiding light. D/ Craft a unified message. It's not about pleasing everyone, it's about creating a message that's authentic and resonates with your target audience. For me, a successful rebrand is a team effort. With a little bit of patience and a whole lot of communication, you'll get everyone on the same page. Try it.

Workshops sobre o tema, onde todos os interessados podem contribuir para a construção da solução podem sanar problemas. Usar técnicas para garantir uma comunicação segura, onde os participantes se sentem acolhidos, independentemente da sua hierarquia. Validar as soluções com todos. Dessa forma iremos promover um diálogo franco e envolver a todos na mudança.

Facilitate discussions like you're hosting a lively dinner party. Encourage respectful debate and find common ground. For example, host a 'Cheese and Chat' session where stakeholders can voice concerns and ideas. Maybe the luxury angle can be incorporated into the farm-to-table narrative, creating a 'premium local' positioning.

Also take some time to reflect on why there were differing opinions on the rebrand. Was this rebrand done inhouse, or was an external studio/agency hired? Were key stakeholders left out of the process or only consulted at the end? Rebrands are projects that are not undertaken lightly, and once completed impact the brand for many years to come.