I’d start by facilitating an open discussion to understand everyone's perspectives and encourage collaboration. Then, we could brainstorm ideas together and find a compromise that aligns with our core values while allowing for individual creativity.

When my team is divided on brand identity and creative concepts, I focus on fostering open communication and collaboration. I start by actively listening to everyone's ideas, ensuring each person feels heard and valued. I encourage the team to explore the brand’s core values and objectives to find common ground. Once we align on the essentials, we brainstorm creative solutions that respect different viewpoints but stay true to the brand’s identity. By emphasizing a shared vision and the importance of consistency, I guide the team toward a unified direction, allowing creativity to thrive within clear boundaries.

Take all the ideas, throw them in a hat. Then pull one identity and one concept from the hat and have the team do an exercise in which they find a way to bind the two. Then pull another from the hat and have the team do it again. Pretty soon you’ll have a bunch of new ideas and you’ll have shown the team how they can align any brand identity with a creative concept if they view it through a different lense. Gidddyup!

When your team is divided on brand identity and creative concepts, start by aligning everyone around the core values and mission. Use data-driven insights to guide discussions, not opinions. One example is Singapore-based Grab, which unified their brand direction by focusing on customer-centric values despite internal disagreements. They leveraged user feedback to create a unified vision that resonated across all teams. Facilitate workshops to foster collaboration and ensure every voice is heard while keeping the brand's essence intact. #Leadership #BrandStrategy #TeamAlignment

If there is a division between brand identity and creative concepts then either your brief is wrong, or your creative team has missed the point. Take a step back, go back to your brief and unpick how and where a creative concept is starting to divert from your brand identity.