You're navigating stakeholder input on brand direction. How do you maintain brand identity?

It's easy to get blinkered when it comes to managing Stakeholders. The brand team can rightly state that they're much closer to the brand - more on top of the research, closer to the consumer of today - & see the stakeholder as potentially more distant or with old ideas (as usually they are indeed more senior, experienced people!). This is naïve on many levels though. Stakeholders may be more distant but this allows them to take a more consistent, longer-term view of a brand's trajectory & knowing the history of a brand is critical to plotting the future too. Their experience is hard-earned & listening to it can help you avoid you having to learn the same lessons. Above all, they care as much as you about the brand, so let them help!

I actively listen to stakeholders' input, acknowledging their concerns and suggestions to build trust and gain fresh perspectives. This helps me refine the brand’s direction while staying true to its core identity.

Not all stakeholders are alike: - Some would seek an overview - Some would provide their expertise - Some would actively want to play a part in shaping the brand - All the three types would need you to be an active listener. - Provide your expertise, research and market insights - Keep discussion open, take notes and provide your assessment when asked. - Ask for the time to comeback with the new variables. - Now work on it and go back - Show the Brand's core and how the input from the stakeholder impacts the direction - Let them weigh-in - Now show them the brand's trajectory and work backward with the inputs - if relevant, should incorporate, if not should be able to prove. Remember you are custodian not a guardian. Tread wisely.

Navigating stakeholder input on brand direction requires a balanced approach. Case in point: OMO's rebranding in Asia-Pacific. The brand faced conflicting feedback during its shift towards a more eco-friendly image. They tackled this by centralizing their core values—sustainability and family—while incorporating stakeholder suggestions in a way that reinforced these values. Their approach: 1. Ensure all feedback aligns with fundamental brand principles. 2. Facilitate workshops to align expectations from the start. 3. Regularly review and integrate input to refine strategies while staying true to the brand’s identity. By focusing on core values and engaging stakeholders, brands can navigate diverse input while preserving their identity.

I clearly articulate the brand’s identity, values, and vision to stakeholders. This transparency helps them understand the reasons behind decisions and align their feedback with the brand’s core message.

I prioritize feedback based on its alignment with the brand’s long-term goals. By making tough decisions and selectively incorporating input, I ensure that the brand remains consistent and true to its vision.

I work to build a shared understanding of the brand’s direction among stakeholders. Through negotiation and compromise, I ensure that decisions support the brand’s identity and secure stakeholder support.

To maintain brand identity while navigating stakeholder input, focus on building consensus. Engage with stakeholders to understand their perspectives and find common ground. While incorporating valuable feedback, ensure that any changes align with the core brand identity. By fostering agreement and keeping the brand’s essence intact, you can address stakeholder concerns without compromising the brand’s unique characteristics. This approach ensures that everyone feels heard while staying true to the brand’s core values and vision.

I stay flexible to adapt to market trends and stakeholder feedback while maintaining the brand’s core identity. This allows the brand to grow and evolve without losing its foundational values.

I regularly evaluate the impact of changes on the brand’s identity. This ongoing assessment helps me make necessary adjustments and demonstrates to stakeholders how their input is shaping the brand’s narrative.