Your team is resistant to change in brand messaging. How can you convince them of its importance?

I agree. Any team feels a bit scared when they don’t know what the future holds. Taking them in confidence, being transparent is the only way.

I have been dealing with this challenge for two years. My key to success after the launch is consistency. Communications and marketing teams must be the leaders in ensuring that they follow the new brand, followed by management. Providing the proper tools for staff to understand how to use the new brand is also important.

#Brand is synonymous with #Identity Change in the messaging means a shift in not just identity but also #positioning. When there is #PnL attached to the same, it does create uncertainty in the #associates on the #stakeholders #confidence. To navigate through the same, #brands need to have a strong #communication #strategy. 1. #Apple changed from #technical to #thinking different. 2.#Nike changed from #performance to #justdoit, regardless of athletic abilities. 3.#MCD changed from #happymeals to “I’m loving it. Employees buy in shall ensure smooth transition and shall become the biggest #cause crusaders and #brand #champions.😊

Marketers often face critical decisions that require courage, collaboration, and evangelism, and setting a new direction fits that challenge. Courage is needed to take the more difficult path, becoming a change agent willing to test a new positioning that inherently carries risk. Collaboration is key to listening to others—both customers and colleagues—and iterating on copy, creative, and taglines that stand out in the market while preserving the brand’s essence. Lastly, being an evangelist is crucial; great marketers often find themselves convincing others of an idea, campaign, or concept. When it works, it highlights your value—so don’t be afraid to take that leap.

This point complements the last one about sharing success stories, as both emphasise the importance of communication and trust. As leaders, we sometimes expect our teams to trust our judgment without question, but conversation is a powerful tool that helps build trust in both leadership and the process itself. In my experience, fostering a culture of continuous development makes a big difference. When teams are accustomed to ongoing growth, you spend less time justifying the need for improvement and more time discussing how to overcome the challenges and make things better.

Use data to break through emotional resistance. When HDFC Bank noticed a shift in customer preferences towards digital banking, they presented compelling data on how competitors were successfully rebranding to highlight their digital capabilities. This helped the team see the necessity of evolving their messaging to maintain leadership in the banking sector. Bajaj Auto used market research and customer feedback to justify its transition from focusing on commuter bikes to a premium motorcycle brand. Data showing shifting consumer preferences towards high-performance bikes helped the team embrace this new direction. Gartner reports that 63% of leaders believe that presenting compelling data is critical in overcoming resistance to change.

Presenting Data: The Power of Objective Evidence Show Market Trends: Shifts in customer preferences Emerging industry developments Changing competitive landscapes Highlight Competitor Adaptations: Successful rebranding stories Effective messaging strategies Innovative approaches to customer engagement Share Key Metrics: Engagement rates Customer acquisition costs Brand sentiment analysis Data drives decisions, not emotions. Present the facts and build a case for updated brand messaging! #DataDriven #BrandMessaging #ChangeManagement

Data-driven decisions often see great success. It is key to balance our intuition with insights and numbers that provide key perspective. Taking time to share necessary data with the team will hopefully gather more excitement and buy-in to the new messaging direction.

Data is the backbone of any campaign. If not done efficiently & effectively all the efforts and the budgets will go in vain & nobody wants that for sure. Fortunately there are many tools available in the market today which can help us to do market research & help understand the changes in the industry & consumer needs. One of the best way to register in consumer's mind is customized brand messages which hits the pain points of the customer and this can only be possible via data driven techniques.

Presenting data is crucial in illustrating the necessity of evolving brand messaging. It not only highlights market trends and competitor strategies but also serves as a catalyst for informed decision-making. By leveraging analytics, teams can objectively assess the effectiveness of existing messaging and recognize the need for adaptation, thereby reducing resistance to change. This data-driven approach fosters a culture of agility and innovation, empowering brands to stay relevant and resonate with their target audience in an ever-changing marketplace. Ultimately, embracing data as a guiding force can transform apprehension into proactive brand evolution.

Sharing a clear, compelling vision for the new brand messaging is the most effective way to align your team. When team members understand the bigger picture—how the new messaging aligns with the company's goals, resonates with the target audience, and drives future growth—they're more likely to embrace the change. This approach fosters a sense of purpose and unity, motivating the team to work toward a common goal. It also allows them to see the long-term benefits, making them more receptive to the change and committed to its success.

Kurt Lewin gave a #beautiful #model on the #change management which had 3stages. 1. #Unfreeze - challenging the status-quo, creating #awareness and addressing the #intended #outcome was the first phase. 2. #Change - Introduce the #new #Processes and #Behaviours, #engage and empower the stakeholders, and keep the #communication flowing 3. #Refreeze - would encompass to solidify the new norms , reinforce the changes and monitor and adjust to the changes. Once the model is executed, the #resources have to be realigned towards the #objectives thereby setting the #pace towards embodiment of the brand changes ☺️

Sharing Vision: Inspiring a Brighter Future Paint a Picture: Describe a future where brand messaging resonates deeply Highlight customer connections and loyalty Emphasize business growth and success Highlight Benefits: Increased engagement and conversions Enhanced brand reputation and recognition Improved customer satisfaction and retention Lead with Passion: Show enthusiasm and excitement for the vision Inspire team members to share your vision Foster a sense of ownership and purpose See the future, believe in it, and together, make it happen! #VisionaryLeadership #BrandMessaging #TeamInspiration

This is great. Important to empower all of those in the team to feel part of the vision, important for the vision and to see themselves successfully attached to it.

A clear and inspiring vision can diminish resistance. Godrej shared a powerful vision of becoming a global leader in home and personal care products. This vision, coupled with examples of successful rebranding efforts, helped align the team with the new messaging strategy aimed at appealing to a more global audience. Engagement Through Vision: Mahindra Group effectively communicated its vision of innovation and sustainability, making it easier for teams to align with the shift in messaging that emphasized these core values across all communication channels. According to Harvard Business Review, 65% of employees are motivated to support a change initiative when they clearly understand the vision and how it benefits the organization.

Share update on target audience with all. Assuming it is not core of brand but messaging aspects that require change - the following can help to build unity, momentum required. Share an update on target audience - and do it for everyone in the integrated, multi functional team. The back story to message is the target audience for whom the message is meant for. This target audience understanding too may not be updated, nuanced enough for all. One of the most important factors of the most effective messages is their back story of understanding shifts in the target audience. Change in message can seem risky. Yet, grasping target audience shifts frames change in message as being in step with them. Gets nods in the room.

From my experience, making changes to the branding can only be done correctly if you involve the affected teams throughout the entire process. Involve some of them in the brainstorming, organize various information and feedback sessions, prepare guidelines and explanation videos... get everyone to be ready even before the changes are put in place. This is the only way that all stakeholders will feel empowered and experience the wins with you.

Involve Everyone: Collaborative Brand Messaging Open the Conversation: Ask for ideas and feedback Encourage diverse perspectives Foster a culture of open communication Collaborative Brainstorming: Workshop ideas together Build on each other's insights Create a shared vision Empower Ownership: Recognize and reward contributions Show how individual ideas shape the brand's evolution Celebrate collective success Together, shape the brand's future and unleash a team of champions! #CollaborativeLeadership #BrandMessaging #TeamOwnership

Participation encourages ownership. Involve your team by inviting them to share their ideas and insights for the new brand message. This collaborative approach not only draws on the team’s collective creativity but also makes members feel personally invested in the change. When they actively contribute to the brand’s evolution, they’re more likely to support and advocate for it.

Starting with a pilot test is an effective method to build confidence among teams and selected set of people in the market. This approach allows for analysis, learning, and efficient execution, leading to smoother end results. Change is not easy, however, it happens for a reason, and everyone should be supportive, aligned and ready during this process to make a positive impact. By giving an idea of the values and benefits of the new brand messaging in advance, you can help the team and other partners understand its importance and gain their support

Pre-marketing research can be invaluable. Some companies obsess over this, many with legitimate reasons and/or financial interests hanging in the balance. In other instances, testing to identify possible unforeseen negatives or market reactions may be sufficient. If the process of developing new brand communications directions was thorough from the start, at some point one has to trust the process and their instincts. Give the new brand the chance it needs to shine!

Implement a pilot test for the new brand messaging before rolling it out company-wide. This approach allows the team to see the potential impact on a smaller scale and provides an opportunity to make adjustments based on feedback.

Pilot Test: Prove the Power of New Brand Messaging Test and Refine: Choose a small market segment Trial updated messaging Monitor responses and results Real-World Validation: See how customers react Gather feedback and insights Make data-driven adjustments Build Confidence: Demonstrate success in a pilot test Reduce fears about wider roll-out Enhance team buy-in and enthusiasm

Consider launching a pilot test for your new brand messaging. Select a small segment of your market to trial the updated message and closely monitor the response. This approach gives your team a chance to observe real-world feedback and results, which can be highly convincing. A successful pilot can boost confidence in the new direction and alleviate concerns about a full-scale rollout.

I am so sick of Ryan Reynolds. He’s everywhere. Total saturation. I’m so over it. But here’s the thing - he’s sick of me, too. Every time I go to the mailbox, there’s another letter from him. Letters! So Web1. “Stop answering these LinkedIn questions. I depend on accurate answers to structure my life. You are a mess. Love, Ryan.” Or “Dude, just because you can, doesn’t mean you should. XOXO, Ryan.” Or “I’m hot and famous and rich, but my voice is pitchy and high and super annoying. You’re none of those things, but your voice is awesome. I’m so jealous. Cheers, Ryan.” I don’t think these messages are good for his brand. But he can’t stop won’t stop. There’s a lesson there for us all.

Sometimes, despite our best efforts, not everyone can be fully brought on board with changes in brand messaging. In such cases, it’s important to recognize when it’s necessary to reassign someone to a role where they can contribute positively without undermining the new direction. This doesn’t mean sidelining them but rather placing them in a position where their strengths can be utilized without risking the success of the brand’s new messaging. By doing so, you ensure that all team members are in roles that align with their abilities and the company's goals, minimizing resistance and fostering a more cohesive implementation of the brand’s vision.

Highlight examples of successful rebranding efforts to illustrate the positive impact of change. Show how a refreshed message can lead to increased engagement, customer loyalty and ultimately, business success. Sharing stories of brands that have successfully navigated a change in messaging can inspire your team and demonstrate the tangible benefits of adaptation.

Successful rebranding efforts, such as those seen with Apple and Old Spice, highlight the transformative power of a refreshed brand message. These cases demonstrate that a strategic shift in branding can not only rejuvenate consumer interest but also foster deeper emotional connections, leading to enhanced customer loyalty and engagement. By showcasing tangible results from these examples, you can effectively illustrate to your team that embracing change is not merely a risk but a necessary evolution that can drive significant business success and relevance in a competitive marketplace.

Reflect Success: Inspiring Change with Real-World Examples Share Success Stories: Rebranding triumphs in your industry Brands that thrived after messaging changes Data-driven results and metrics Highlight Key Takeaways: Increased engagement and loyalty Improved brand reputation and recognition Business growth and revenue gains Inspire and Motivate: Show how change led to success Emphasize the potential for your brand Foster a culture of innovation and adaptation