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Last updated on 2024年7月11日

Your team is divided on the brand value proposition. How can you unite them towards a common goal?

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When your team is divided on the brand value proposition, it's like a ship trying to sail in two different directions—it simply won't move forward effectively. The brand value proposition is the unique value your brand promises to deliver to customers, differentiating it from competitors. It's a crucial element of your brand's identity and serves as a guiding star for all your branding efforts. But when there's no consensus among your team about what this proposition is, the brand's messaging can become muddled, and its impact diluted. Uniting your team around a common understanding and commitment to the brand value proposition is essential for the coherence and strength of your brand in the marketplace.

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Meghan Diamond

Creative Director | Marketing Strategist | Driving Brand Growth through Innovative Design, Content Creation, and…
Sweety Sonia

B2B Brand Strategist & Designer | 10,000+ designs created for 50+ B2B Brands | Instructional Designer | Image…
Heydar Naghiyev

需求生成主管 | 精通简化复杂销售周期 | 推动市场营销卓越与品牌忠诚

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1 Understanding Gaps

To bridge the divide, it's vital to first understand where the gaps in perception lie within your team. Hold a meeting where everyone can voice their understanding of the current brand value proposition and their vision for what it should be. Listen actively to these perspectives, as they may reveal underlying concerns or insights that have not been previously considered. By recognizing these gaps, you can begin to address them constructively, ensuring that all team members feel heard and valued in the process.

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Meghan Diamond

Creative Director | Marketing Strategist | Driving Brand Growth through Innovative Design, Content Creation, and Strategic Storytelling
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To unite a divided team on the brand value proposition, start by facilitating open discussions to understand each team member's perspective and concerns. Identify common ground and overarching goals that align with the brand's mission and objectives. Foster collaboration through workshops or brainstorming sessions to co-create a unified vision. Provide clarity on the brand's core values and value proposition, emphasizing how these align with customer needs and market trends. Encourage ongoing communication and feedback loops to ensure everyone feels heard and valued in contributing to the shared goal. Regularly revisit and refine the proposition based on insights and consensus, fostering a sense of ownership and commitment across the team.

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2 Revisiting Mission

Once you understand the gaps, revisit your brand's core mission and values as a team. These are the foundations upon which your brand value proposition should be built. Discuss how these core principles translate into the unique value your brand offers to customers. This exercise helps to realign everyone's understanding and ensures that the brand value proposition resonates with the fundamental truths of your brand.

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Sweety Sonia

B2B Brand Strategist & Designer | 10,000+ designs created for 50+ B2B Brands | Instructional Designer | Image Consultant | Soft Skills Corporate Trainer | 500+ written reviews on Trainings
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“The values of your brand are the heart of your company, they define its soul and character.” – Richard Branson In my practice, revisiting a brand’s core mission and values with the team has been a transformative exercise. It helps ensure that everyone is on the same page and that the brand’s unique value proposition is deeply rooted in its fundamental truths. Question for Reflection: ?? How often do you revisit your brand’s core mission and values with your team, and what impact has it had on your brand value proposition?

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Heydar Naghiyev

需求生成主管 | 精通简化复杂销售周期 | 推动市场营销卓越与品牌忠诚
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Start by reframing the discussion—focus less on ‘rightness’ and more on understanding each perspective’s strengths. Use storytelling to illustrate how each viewpoint contributes uniquely to the brand’s narrative. Encourage debates that spark creativity rather than conflict. Look for common ground that aligns with broader strategic goals, uniting everyone toward a shared vision. Remember, the best solutions often emerge from respectful disagreement and a willingness to explore unconventional ideas.

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Fernanda Del Giudice

Co-founder da Me Chama de Marketing @mechamademkt | Branding | Comunica??o | Social Branding | Social Media
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Comece identificando as lacunas e divergências no entendimento atual. Em seguida, reúna a equipe para revisitar e discutir os princípios fundamentais da marca. Explore como esses valores se traduzem no valor único que sua marca oferece aos clientes. Por exemplo, se a integridade é um valor central, discuta como isso se reflete na qualidade dos produtos ou no atendimento ao cliente. Este processo colaborativo n?o apenas realinha a compreens?o de todos, mas também fortalece o compromisso com uma proposta de valor que verdadeiramente ressoa com a essência da marca.

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3 Collaborative Crafting

With a renewed focus on your brand's mission and values, collaborate as a team to craft or refine your brand value proposition. Encourage creativity and open discussion, allowing each team member to contribute their ideas and expertise. This inclusive approach not only fosters a sense of ownership among the team but also leads to a more robust and multifaceted value proposition that has the collective buy-in.

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Hans Yong

Digital Marketing | Fractional CMO | Creative Design | Ex Brand Agency | Data-driven | AdTech | Lead Generation | Creative Producer
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Involving your entire team in the crafting or refining of your brand's value proposition fosters a sense of ownership and ensures diverse insights are considered. Begin with a workshop where everyone can share their ideas and perspectives. Use collaborative tools like virtual whiteboards to visualize contributions. The goal is to create a shared and multifaceted value proposition that everyone supports. This unified outlook will reflect in cohesive messaging, driving stronger brand positioning and ultimately, market performance.

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4 Clear Communication

Clear communication is key once you've established a unified brand value proposition. Ensure that every team member can articulate it confidently and understands how it should inform their work. Create concise messaging guidelines and distribute them to the team, reinforcing the importance of consistency in all communications, from marketing materials to customer interactions.

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Hans Yong

Digital Marketing | Fractional CMO | Creative Design | Ex Brand Agency | Data-driven | AdTech | Lead Generation | Creative Producer
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To ensure clear communication of your brand value proposition, create a succinct, memorable statement that encapsulates your brand's unique value. Distribute this guide to all team members and hold a training session to practice conveying it consistently. Develop quick reference cards and include messaging guidelines in onboarding materials. Establish a regular review cycle to update the team on any changes and gather feedback. This ensures that everyone is aligned and capable of delivering a unified message, driving consistency across all customer touchpoints.

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5 Role Alignment

Aligning individual roles and responsibilities with the brand value proposition is crucial for maintaining unity. Each team member should understand how their role directly contributes to delivering on the promise of the brand. This clarity not only enhances team cohesion but also empowers each member to act as an ambassador for the brand, reinforcing the value proposition through their specific functions.

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6 Ongoing Engagement

Finally, keep the conversation about the brand value proposition alive within your team. Regularly revisit and discuss its relevance in light of market changes or new insights. This ongoing engagement ensures that the value proposition remains a dynamic and central aspect of your brand strategy, keeping the team united and focused on a common goal.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Your team is divided on the brand value proposition. How can you unite them towards a common goal?

1

2

3

4

5

6

7

1 Understanding Gaps

2 Revisiting Mission

3 Collaborative Crafting

4 Clear Communication

5 Role Alignment

6 Ongoing Engagement

7 Here’s what else to consider

Branding

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Your team is divided on the brand value proposition. How can you unite them towards a common goal?

1

2

3

4

5

6

7

1 Understanding Gaps

2 Revisiting Mission

3 Collaborative Crafting

4 Clear Communication

5 Role Alignment

6 Ongoing Engagement

7 Here’s what else to consider

Branding

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感谢您的反馈

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