You're facing resistance from stakeholders on brand strategy changes. How do you win their trust?

Align the strategy with their goals, use data to support decisions, show quick wins, and involve them in key steps. Communicate clearly, address concerns directly, and highlight competitor success. Build relationships through transparency and consistency.

To win stakeholder trust on brand strategy changes, cut through the noise with hard data, real customer insights, and a clear link to business growth. Address objections head-on, but don’t backpedal—own the vision and show why it matters. Get stakeholders involved early, making them co-pilots, not backseat critics. Deliver quick wins to prove momentum, and keep communication sharp, transparent, and relentless. Trust isn’t given—it’s earned through results and conviction.

"When facing resistance, the key is clear communication and demonstrating the value of the changes. Start by listening to their concerns and addressing them directly. Share data and insights that support the proposed changes—whether it's market research, consumer trends, or success stories from similar brands. Make it clear how the changes align with the overall brand vision and long-term goals. You might also consider a phased approach, implementing smaller, less risky changes first to show results. Building trust takes time, so be patient, transparent, and willing to adapt based on feedback.

Begin by actively listening to the stakeholders' concerns. Ask open-ended questions and allow them to express their reservations fully. Stakeholders may fear that brand changes could alienate existing customers, lead to high costs, or result in brand dilution. By acknowledging these worries, you show that you value their perspectives and are committed to working together to find a solution. Once you've identified the root of the resistance, it's crucial to address those concerns directly. For example, if stakeholders worry about alienating customers, you can provide data on market trends or customer feedback that support the strategy. If costs are a concern, outline the return on investment (ROI) or long-term benefits of the changes.

Don't start until there is 1. consensus on the business goals; 2. clarity on the success indicators; and 3. a commitment to the scope and nature of transformation and required alignment across the organization.

There are three types of trends you need to look at: 1. Macroeconomic Trends 2. Industry Trends 3. Customer Trends Macroeconomic trends examine the whole business environment to see where it's going. Industry trends look at what's happening in your specific industry. Customer trends look at what's happening with your customers. Combining these three trends gives you a comprehensive view of the situation. You can see the larger forces at play. You can also see how your customers differ from customers of competitors in your industry. With this comprehensive understanding, you can present a clear picture to your stakeholders about how you're responding to the larger market forces shaping the category.

When facing stakeholder resistance to brand strategy changes, it's crucial to consolidate and present facts to back up your innovative, game-changing ideas, from market trends to customer feedback to competitive analysis. By presenting solid evidence instead of relying on charismatic persuasion alone, you help stakeholders visualize the potential impact and benefits of your proposed changes, rendering them far more likely to support your initiatives.

It is undoubtedly crucial to effectively convey the vision you have in mind to stakeholders. Often, even the most well-crafted vision in a brand strategist's mind may not resonate clearly with the intended audience, leading to hesitation or uncertainty.

Bring them into the process early. Ask for input, feedback, and suggestions. When stakeholders feel ownership, they’re more likely to support changes. Collaboration turns resistance into partnership and strengthens buy-in.

While a brand strategist might be working day and night to execute various brand campaigns, it translates into successful one only when the progress is continuously shared with the relevant stakeholders. Letting them only know at last with the results is usually preferred but I feel it is wrong approach. Keeping them informed about the progress makes them feel part of the activities.