What do you do if your brand strategy clashes with the creative team's vision?

When brand strategies and creative visions clash, it's usually for one of three reasons: i) The brand strategy is a 76 page deck of indecipherable brand onions and the creative team has no idea what to do with it. ii) The brand strategy is developed by a brand strategy agency, then handed off to a separate creative agency. The creative agency then invents a new and different brand strategy in the course of writing a creative brief. iii) The brand strategy is not a brand strategy at all, it's a list of facts about the client's business and a wish-list of miraculous things that the client would like to achieve. When the agency that's created the brand strategy also does the creative execution, life gets a lot simpler!

Ultimately, the strategy team, creative leadership, and the client should approve the brief that emerges from the strategy. That's how you create alignment from the start. If the creative team's vision doesn't speak to the goal or proposed outcome of the brief, then it's not the right vision.

understanding the source of the clash or conflict is crucial before proceeding with the design of your brand strategy. Conflict can arise from various sources within an organization or market environment, and identifying its root cause is essential for effectively addressing it. Start by identifying the parties and teams involved, then identifying the general and historical context of the conflict, one question could raise: is this recurring? Once you analyze the different perspectives, you will be able to understand better the source of the conflict.

Konflikt im Kreativprozess? Datenbasiert l?sen! Meinungsverschiedenheiten im Kreativprozess sind normal. Verstehen Sie den Ursprung des Konflikts und treffen Sie datenbasierte Entscheidungen. Vertrauen Sie den Daten, auch wenn sie Ihrem Geschmack nicht entsprechen. F?rdern Sie offene Kommunikation und Kompromisse. Ziel: Inhalte, die die Zielgruppe begeistern und Gesch?ftsziele unterstützen. Tipps: -Visualisieren Sie Daten in Form von Moods -Etablieren Sie einen klaren Entscheidungsprozess. -Feiern Sie Erfolge und würdigen Sie Teambeitr?ge. -Konflikte l?sen, Zusammenarbeit st?rken, Erwartungen übertreffen!

Begin by understanding the root cause of the clash between the brand strategy and the creative team's vision. Is it a difference in interpretation of the brand guidelines? Are there conflicting priorities or objectives? Is there a misalignment in understanding the target audience or brand positioning? By identifying the underlying reasons for the clash, you can address the issue more effectively.

Der gegenseitige Respekt ist die wesentliche Grundlage für eine vertrauensvolle Zusammenarbeit und gemeinsame L?sungen. Doch wie kann dies im Arbeitsalltag integriert werden. Hier ein paar hilfreiche Tipps: Zuh?ren: H?ren Sie aktiv zu und verstehen Sie die Beweggründe und Ziele des Teams. Wertsch?tzung: Sch?tzen Sie die Kreativit?t und Expertise des Teams. Offener Dialog: Diskutieren Sie offen und konstruktiv über verschiedene L?sungsans?tze. Kompromisse: Finden Sie gemeinsame L?sungen, die die Vision aller Beteiligten berücksichtigen. Fazit: Respekt und Zusammenarbeit sind der Schlüssel zu erfolgreichen kreativen Prozessen. Nutzen Sie das Fachwissen des Teams, um gemeinsam eine starke Marke zu schaffen.

The creative team's perspectives should be considered as part of the brand strategy drafting. Their expertise should be considered from the beginning of the process. That's where a RACI model comes in handy. For example, as a Brand Manager, you are responsible (R) for the strategy, but the creative team is involved in a consulted (C) role.

Recognize and respect the expertise and creativity of the creative team. Understand that they bring valuable insights, skills, and perspectives to the table that contribute to the brand's success. Acknowledge the creative team's expertise in design, storytelling, and visual communication, and value their input as essential collaborators in shaping the brand's identity and messaging.

Respecting the creative team's expertise is not just a courtesy; it’s a strategic imperative. Look at how Starbucks has woven its strategic objectives seamlessly with the creative vision, resulting in iconic, globally recognized branding. By valuing creative insights, Starbucks continues to evolve its brand in ways that remain relevant and appealing. This respect has helped Starbucks maintain a dominant position in the market, with a brand value estimated at over $17 billion as of 2021.

Listen to the creative team like they're the cool, artsy folks they are. They know stuff we don't—like making things look good and grabbing people's attention. When we at the agency mix their ideas with our strategy, magic happens. It's all about giving respect to get respect, and together, we make the brand shine.

It's important to bridge the communication gaps between creatives and analytical strategists. For the most part, everyone wants the same thing (a successful brand and stress-free day). First, understand the needs of all stakeholders before diving into any argument. When internal teams are at odds, refer to neutral third parties and industry best practices. Similarly, using industry leaders as examples can align everyone to a North Star.

Neben der klaren und sachlichen Kommunikation der Markenstrategie kann Storytelling ein kraftvolles Tool sein, um die Vision und die dahinter stehenden Emotionen zu vermitteln. Geschichten k?nnen: Komplexit?t reduzieren: Anstelle abstrakter Konzepte und Ziele werden Botschaften durch Geschichten greifbar und verst?ndlich. Emotionale Bindung schaffen: Geschichten wecken Emotionen und schaffen eine Verbindung zwischen der Marke und dem Publikum. Motivation und Inspiration f?rdern: Geschichten zeigen die Ziele und den Wert der Marke und inspirieren das Team, diese zu erreichen. Identifikation und Erinnerung: Geschichten pr?gen sich ein und helfen dem Team, sich mit der Markenstrategie zu identifizieren.

A good portion of Creative's role is Storytelling. If Creative has a vision, they need to communicate it clearly and engagingly. Even a brilliantly designed identity mark will fall flat if Creative can't convincingly relay the story to every member of an organization.

Effective communication of the rationale and objectives of your brand strategy is crucial for garnering support, alignment, and buy-in from stakeholders within your organization.

The brand strategy can never clash with the creative team's vision as it sets a credible frame that enables creativity in the first place. The brand strategy merely provides the strategic frame that states the borders of credibility for the brand. This means, the brand strategy defines what actions, messages and assets are credible for the brand and which may contradict and ultimately harm the brand. Within this frame, the creative team can unfold its creativity freely. Like the outer line around a football field pushes football players to come up with creative plays, the brand strategy challenges creative teams to come up with creative srategies, assets, and messages.

Create a culture of open communication and foster an environment that values diverse perspectives and encourages constructive feedback. Try to develop a clear and comprehensive creative brief outlining the scope, objectives, deliverables, timelines, and any specific requirements for the project. The creative brief serves as a roadmap for the creative team, guiding their efforts and ensuring alignment with the brand strategy. And finally, you have to actively seek input and ideas from the creative team throughout the entire creative development process. Encourage them to contribute their unique perspectives and innovative approaches.

Erfolgreiche Markenstrategien entstehen nicht im luftleeren Raum. Um die volle Kraft des Kreativteams zu entfesseln, ist es wichtig, Feedback und Kompromisse aktiv in den Entwicklungsprozess einzubinden. Offener Austausch f?rdert gegenseitiges Vertrauen und Respekt. H?ren Sie aktiv zu, wertsch?tzen Sie die Expertise des Teams und nehmen Sie Bedenken ernst. So entsteht ein Raum für konstruktive Kritik und innovative Ideen. Kompromisse sind keine Schw?che, sondern Ausdruck von St?rke. Suchen Sie nach L?sungen, die die Bedürfnisse aller Beteiligten berücksichtigen und die gemeinsame Vision der Marke st?rken und Geben Sie dem Team die M?glichkeit, eigene Ideen einzubringen und aktiv am Erfolg teilzuhaben.

Encourage open dialogue and collaboration between the brand strategy and creative teams to seek feedback and find compromises. Listen to the creative team's perspectives, ideas, and concerns, and be open to adjusting the brand strategy or creative direction where necessary. Look for common ground and areas of alignment to develop solutions that balance strategic objectives with creative expression. Collaboration and compromise are essential for finding the best path forward.

Embracing feedback and seeking compromise is the hallmark of adaptable brands. Take Adidas as an example; they constantly refine their products and marketing strategies based on feedback from athletes and customers. This approach not only acknowledges the invaluable insights from creative teams but ensures the brand stays agile and relevant. Adidas’s approach has led to a 15% increase in their consumer base, showcasing the importance of adapting strategies in response to creative input and market shifts.

I believe seeking feedback and compromise from the creative team is essential for a successful brand strategy. Their insights and perspectives can offer valuable perspectives that enhance our approach. Collaboration fosters innovation and ensures alignment with market needs, ultimately driving brand success.

Erfolgsmessung der Marke? Nur aus der Kundenperspektive z?hlt! Zahlen und Fakten sind wichtig, aber die wahre Bedeutung der Marke erschlie?t sich erst durch die Augen der Kunden. Wie sieht der Kunde die Marke? Welche Emotionen weckt sie? Welchen Stellenwert hat sie im Leben des Kunden? Vertiefende Einblicke: Befragungen: Kundenmeinungen direkt einholen Social Listening: Kundenstimmen in den sozialen Medien analysieren Customer Journey Mapping: Den Weg des Kunden verstehen Nur so lassen sich pers?nliche Geschm?cker hinten anstellen und wirklich die Sicht der Zielgruppe einnehmen

I'm all about chatting with the creative team and hearing their thoughts. Sometimes, they see things differently, and that's a good thing. We sit down, toss ideas back and forth, and find a sweet spot that works for everyone. It's like making a custom recipe that tastes great to both of us, and in the end, the brand gets to serve a delicious dish.

Test different creative executions and messaging strategies to evaluate their effectiveness in achieving the brand's objectives. Conduct market research, focus groups, or A/B testing to gather feedback and insights from the target audience. Analyze the performance metrics and qualitative feedback to assess which approaches resonate most with consumers and align with the brand strategy. Use data-driven insights to inform decisions and refine the creative direction as needed.

Testing and evaluating brand strategy is crucial for success. Objective metrics like awareness, engagement, loyalty, and conversion are essential. Gathering feedback from the target audience, stakeholders, and peers helps identify strengths and weaknesses. By comparing results with initial goals, we optimize our brand for growth.

To evaluate the collaboration, use a feedback mechanism. Get opinions from the audience, stakeholders and experts. Set metrics and KPIs in line with brand strategy and creative project goals. Gather qualitative and quantitative feedback. Refine the execution based on feedback. Make sure to organize review sessions with the brand strategy team and the creative team to discuss the findings from testing and evaluation. Document learnings for future reference and improvement.

Amidst conflicts and tensions, teams work tirelessly on projects. However, some people tend to overlook celebrating the successful outcomes. When conflicts are resolved, and collaborative efforts lead to success, it's crucial to recognize the contributions of every team member who worked on the project and celebrate the achievements. Doing this strengthens a culture of mutual respect, collaboration, and appreciation within the organization.

Celebrate successful collaborations and creative breakthroughs that result from the alignment between the brand strategy and the creative team's vision. Recognize and appreciate the contributions of both teams in achieving the brand's goals and delivering impactful brand experiences. Foster a culture of mutual respect, appreciation, and teamwork that encourages ongoing collaboration and innovation.

Remember that creating a successful brand requires an equal partnership between strategy and creative. Similarly, with success the rewards, appreciation and celebrations should be shared equally too.

Flexibility and Adaptability: Remain flexible and adaptable in your approach to resolving conflicts between the brand strategy and creative direction. Recognize that creative solutions may evolve over time and be open to adjusting the brand strategy accordingly. Embrace change as an opportunity for growth and improvement in achieving the brand's objectives. Long-Term Alignment: Ensure that the brand strategy and creative direction are aligned not only for immediate projects but also for long-term brand-building efforts. Invest in building strong relationships and trust between the brand strategy and creative teams to foster collaboration and alignment over time.

(Within reason) let your audience decide. Your brand strategy should include cohesive positioning and creative visuals. Whether it’s the messaging, visual design, or delivery that need to change, be open to the feedback. Turn to your brand’s audience: your customers. Through interviews, surveys, or other assessment, find out what about your brand resonates with your audience and what doesn’t. Once you trust you have clear, representative, and unbiased feedback from your customers, all teams working on the brand can work from the same source of truth to develop a cohesive updated brand.