Your brand messaging is straying from company values. How will you address stakeholder concerns effectively?

📌 This involves reviewing the brand’s mission, vision, and principles to ensure they are well-defined and understood. A gap analysis should be conducted to identify areas where the message has lost alignment with the values, by reviewing recent campaigns and audience perceptions to understand how the deviation occurred. Next, it is essential to develop a clear communication strategy to inform stakeholders about the measures being taken to realign the brand message with its values. Engaging stakeholders in the process, listening to their concerns, and seeking their feedback will help build trust. #management #branding #creativity #marketing #berna

The effectively address straying from the brand values, planning. Build out new campaigns and copy that covers a set period of time. Be intentional in keeping the values and goals set during the development. Cross-check all new copy and graphics. And ensure everyone is aware of the brand values and instill or drill those values into every team member daily.

In my opinion, the first step is to ensure everyone in the organization is aligned and on the same page. Gather key leaders and representatives from each department for an alignment workshop. This is where you can pinpoint the exact areas where your message has drifted and develop a clear plan to realign it with the company’s core values. For example, if your brand, which has always championed user privacy, starts utilizing large amounts of data, you’ll need to reassess how to communicate this shift without compromising your original values. The key lies in redefining the message while emphasizing your ongoing commitment to ethics and data security.

Without a doubt, it's important to admit there’s a problem. It’s crucial to openly and honestly acknowledge the misalignment, both internally and externally. This act of responsibility is not only ethical but also strengthens the brand’s credibility. For instance, if a sustainable fashion brand faces criticism for working with unethical suppliers, it’s essential to immediately communicate the acknowledgment of the mistake, along with a clear corrective action plan. This approach not only addresses the issue but also demonstrates a genuine commitment to the brand’s stated values.

I've found it important to balance aspirational messaging with the realistic quality, value, or customer service your company typically delivers to customers. (Bonus points for objectively comparing your value proposition with your competitors). As a marketer, we need to align customer expectations with reality, and under promising is one way to ensure that customers have a positive experience. Be wary of drinking your own Kool-Aid.

It’s time to adjust and realign the message. Review all recent content and ensure it aligns with the brand’s values. Additionally, the tone of the communication is just as important as the content itself. Let’s consider a scenario: if a natural products company decides to include synthetic ingredients in its line, it’s crucial that the advertising message evolves accordingly. You need to emphasize how these ingredients have been carefully selected under strict safety standards, thereby upholding the promise of delivering healthy and effective products.

From my experience, a more differentiated approach is required in the implementation step in order to bring about lasting changes. Creating a detailed, understandable step-by-step plan is important. This plan should take into account not only the technical aspects (website,...), but also the human factors. Successful implementation requires active involvement of all stakeholders and the creation of an environment that challenges old habits + encourages new behaviors. The challenge = not only communicating the brand identity, but also anchoring it in the company. It's about empowering employees to live the brand values in their daily actions. Successful implementation requires a holistic view (needs, structures, processes, strategies,...).

This isn’t something you can do alone. Involve your team and key stakeholders in the realignment process. Collaboration ensures that everyone is aligned and committed to the new direction. For example, if an organic food company needs to improve the sustainability of its supply chain, it’s essential to involve farmers, distributors, and employees in the restructuring. This collaborative approach not only enhances sustainability but also reinforces the brand’s commitment to its core principles.

Continuous monitoring and review are what will keep you on track in the long term. Implement a regular audit system to ensure all brand communications stay aligned with your core values. For example, a restaurant chain committed to using fresh, local ingredients should review its supply chain on a quarterly basis to ensure it consistently meets quality standards.