What do you do if your brand development strategies are met with resistance?

I recently presented a new brand development strategy and faced some unexpected resistance from various stakeholders. The first step to overcoming this was to understand the source of their concerns. By asking the right questions and engaging in one-on-one conversations, I was able to identify specific fears about the changes. This understanding allowed me to refine the approach, ensuring that it aligned more closely with the expectations and needs of those who were initially resistant.

Facing resistance? It's time for a mix of diplomacy and data. First, listen actively to understand the concerns behind the resistance. Often, it's fear of change or misunderstanding of the strategy's benefits. Use data and case studies to demonstrate the potential impact of your strategies, highlighting success stories and learning opportunities. Involve skeptics in the planning and implementation process, turning them from critics into champions. Adaptability is key; be willing to tweak your approach based on feedback, but stay true to your brand's core vision. Remember, consensus comes from respect, transparency, and shared goals.

Communicating the benefits of your brand development strategy means crafting clear, compelling messages that highlight how the branding will benefit not only the company as a whole, but also individual stakeholders. Be transparent and emphasise the benefits to help shift perceptions and build support.

Elevate your brand by powering it with the voices that matter most—your stakeholders. Transform them from observers to co-creators, inviting their insights and innovations into the heart of your brand development. It's not just about feedback; it's about forging partnerships, fostering ownership, and fueling a culture of creativity. Engage, empower, and excel together.

The final, and perhaps most crucial, step with a recent brand strategy project was to actively involve and empower those who had been resistant. I worked to transform them from opponents into advocates, as they had a hand in shaping the outcome. Their involvement not only enriched the strategy with diverse perspectives but also fostered a sense of ownership and pride in the new brand, making the transition smoother and more cohesive.

During our initial overhaul of our brand standards, we were so adamant to use a particular kind of font that was modern and sleek without being boring. What we ran into during implementation was that when we would create PDFs or other documents with this font, once it was submitted to potential clients or outside organizations, if they did not have that font already on their computer, it would turn that font Into something else when they opened the document, disrupting the feel of the marketing. We had to go back to the drawing board to develop a font that was usable for everyone, regardless of if they were within the organization or not.