What do you do if your branding team is resistant to change?

Start with the Mission (why), Vision (what) and Strategy (how). If you cannot convince your branding team - who are the leaders, you will not be able to convince your whole company that needs to become committed to a change. So either you have the wrong personalities in your marketing team, or your vision/mission is not convincing. Check both.

- Understanding the causes of resistance within your branding team is crucial. It often arises from fear, comfort with the status quo, or a lack of awareness of change benefits. - Engage with empathy, validate concerns, and foster a supportive atmosphere for open dialogue to drive successful change initiatives.

Your branding team's resistance signals a deeper issue. Listen. Understand their concerns. Show success of past changes. Involve them in the process. Lead by example. Build trust. Sometimes, a fresh face or outside perspective can break stalemates. Keep the end goal clear.

Sometimes, resistance is rooted in fear of the unknown. Engage your team. Show them why change benefits us all. Collaboration breeds innovation. If all else fails, lead by example. Show them the results of embracing change. It's a journey, not a sprint.

- Begin by understanding the roots of resistance. - Is it fear of the unknown, a lack of understanding of the benefits, or perhaps attachment to the status quo? - Engaging in open, empathetic conversations can uncover these reasons, much like a detective piecing together clues to solve a mystery.

Having a clear and compelling vision is paramount. If it isn't clear and compelling to your brand team, it certainly won't be clear to your customer. Invite your creative and brand teams into the process to ask questions, to poke holes in the strategy, and to bring evidence to support their arguments (e.g. examples from the brand archives, customer research, trend analysis, etc.). Most importantly, let them help you refine the vision and create the deliverables to communicate this vision to the rest of the org.

When a brand team is resistant to change, there are many steps and factors that need to be found. 1. I'd call what I call a CAM (Catagory Alignment Meeting). Having all Subject Matter Expert x functionally and start having a discussion from Product, Innovation, Brand, Creative, Supply Chain, Sales, Finance, etc. 2. Let's find out the "why". What makes it so that the team thinks change is not ok. Questions like: What are we afraid of? 3. Ask are we truly "Listening to the consumer?" 4. Start white boarding and ask - what are we doing well + What are the bottle necks then by communicating + What are our opportunities and what are our competitors doing. etc. 5. Then agree on terms for the next plan and create those deliverables as a team.

The vision is the most important piece in the change - it's the northstar that everyone in your company should want to follow. Make sure that your vision is short and convincing for all of your employees from workshop to management - for employees and customers. The vision often bases on very valuable insights and aspirations which get then aggregated and shortened and reformulated until they loose their crispness. Some examples: - "Empower creators through accessible technology" - "Revolutionize sustainable clothing" - "Pioneer the future of space exploration"

- Share your vision for the new branding direction with clarity and enthusiasm. - Explain the 'why' behind the change, its expected benefits, and how it aligns with the team and company's broader goals. - It's like painting a compelling picture of the future that everyone wants to be part of.

- Clear communication of the brand's vision and goals is paramount. Ensure your team understands the proposed changes and their significance. - Articulate long-term benefits to inspire and align them with the company's evolution. This fosters understanding and motivates action.

It's all about change. My most important learning is - it takes more time than you think. You need to take your employees on that journey that the ExCo and the marketing team has done before. Repeat the story over and over - because when you ask a random employee, he probably has not yet heard or understand it. Also provide Q&A with the leadership team to explain the background - and to reflect and learn.

Resistance often stems from uncertainty about one’s ability to adapt. Offer training and resources to help your team acquire the skills needed for the transition. This can be likened to equipping sailors with new navigation tools for uncharted waters, ensuring they feel prepared and confident.

- Training is pivotal in overcoming resistance to change. Equip your team with comprehensive sessions to familiarize them with new technology or methodologies. - Building competence fosters confidence, crucial in navigating transitions smoothly.

Involve your team in the rebranding process. Encourage their input and ideas, making it a collaborative endeavor. This approach, akin to a brainstorming session where every idea is valued, can transform resistance into ownership and excitement about the new direction.

It's natural to encounter resistance to change, especially when a team is invested in the existing strategy. Here's what to do: Openly discuss the reasons behind the resistance. Address issues like lack of clarity, fear of the unknown, etc., and assess their concerns. Show them data that supports change, like stats and analyses, customer feedback, etc. Avoid dictating. Instead, brainstorm to achieve desired goals. Don't lose focus on "why" the change is needed. Provide a clear purpose to motivate the team.

Promote communication within the team in order to encourage an atmosphere of connection and a common objective around your brand internally. It can be helpful to conduct meetings or hold conversations in which teammates can share their ideas and feel included in the transformation process. A cooperative strategy also helps foster the development of a work environment centered around innovation and versatility.

Change can be daunting, but it's easier to navigate when you have a support system in place. Foster a collaborative environment where team members feel comfortable sharing their concerns, ideas, and feedback openly. Encourage cross-functional collaboration and teamwork to break down silos and build trust among team members. By fostering a sense of camaraderie and shared ownership, you can create a supportive ecosystem that empowers your team to embrace change together.

Changes are part of the game, and the team has to be aware of it, what bothers us are changes without prior communication, or sudden changes for no reason. Having clear communication and getting the team on the same page will help break down this barrier. Talk amongst yourselves.....

Acknowledge and celebrate milestones as you move through the rebranding process. Recognizing efforts and achievements, big or small, can boost morale and support continued progress. It’s like cheering each other on during a challenging hike, recognizing how far you’ve come.

Celebrate progress by acknowledging achievements, big or small. Showcase successes, highlight positive outcomes of proposed changes, and recognize team efforts. Encourage a culture of appreciation to boost morale and motivation, fostering an environment conducive to embracing change.

Offer ongoing support to your team. Be available to answer questions, provide feedback, and address concerns. Just as a coach provides continuous guidance and encouragement to their athletes, your consistent support can ease the transition and sustain momentum.

Offering ongoing assistance, training, and resources. Address concerns empathetically, providing guidance and reassurance throughout the transition process. Foster an environment of open communication, where team members feel heard and valued. Encourage collaboration, iterate based on feedback, and demonstrate commitment to their professional growth. This sustained support helps ease apprehensions and facilitates smoother adaptation to change.

Use data, studying ROIs and historical evidence to prove market transition cycles goes a long way. The resistance is coming due to an internal space which remains unconvinced from visionary dialogue and motivation, that’s where we need to balance it with evidence and logic. Mind and heart work the best in partnership.

?? agreed, Via Understandings, Communication need for change and clarity, Highlighting the core benefits, Involving them into it, Providing support open heartedly, Addressing concerns with cool mind from A-Z, start and do with an example. Patience is key to success.

Remember that change can be daunting, but it can also be a powerful catalyst for growth and innovation. Keep lines of communication open, be patient, and show empathy. Sometimes, the issue might not just be with the branding change itself but with how change is managed. Reflect on your change management practices and seek feedback on how to improve them. Navigating through resistance requires understanding, clear communication, and a commitment to supporting your team every step of the way. By taking these steps, you can turn challenges into opportunities for strengthening your team and achieving a successful brand evolution.

Remember that change takes time and patience. Be realistic about the pace of change and the challenges your team may face along the way. Stay flexible and adaptable in your approach, and be prepared to iterate and adjust your strategy based on feedback and lessons learned. And above all, lead by example by embodying the resilience, agility, and positivity you want to see in your team as they navigate through change.