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Last updated on 2024年7月17日

Your brand is evolving its positioning. How will you ensure internal stakeholders and teams are on board?

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When your brand decides to shift its positioning, it's a strategic move that can redefine your place in the market. This evolution can be exciting, but it also requires careful management to ensure that everyone within your organization understands and supports the new direction. As you embark on this journey of transformation, it's crucial to keep your internal stakeholders and teams aligned with the brand's evolving identity and goals.

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1 Communicate Clearly

Clear communication is the cornerstone of getting your internal stakeholders and teams on board with a brand's new positioning. You must articulate the reasons behind the change, the expected outcomes, and how it will benefit the brand in the long run. It's important to create a narrative that resonates with your team's values and aspirations, ensuring that they feel part of the brand's evolution rather than mere spectators. This can be achieved through regular meetings, comprehensive briefings, and an open-door policy for feedback and questions.

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James Kenney

Healthcare - Skincare - Pharmaceutical - Consumer | General Manager | CMO | Strategic Thinking with Executional Excellence | Incyte, Galderma, J&J, P&G and Private Equity
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Ensuring that key internal colleagues are on board regarding fundamental changes such as brand positioning is critical if you hope to have even half a chance at consistent execution globally! Your ultimate goal should always be that they feel full ownership, i.e. more than just alignment. Then they become your advocates to others you can't reach in the organisation, including helping you police implementation if required. Key for me in doing this is involvement - start early, repeat often. There's nothing worse as a senior leader than someone coming to you after everything is baked as there's 0% chance you can influence it, so why should you feel ownership of it? Easy to say, harder to do obviously but start as you mean to go on!

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Carla Esteves

Empowering Purposeful Change | Sustainability and ESG Management | Impactful Communication | Regenerative Leadership | Driving Impact | Top Voice in CS, CSR and Strategy | MSc, MBA, Founder, Mentor, Volunteer
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Imagine how the decision-making process at Kodak led one of the world's most famous brands to near extinction. It's widely rumoured that they had developed a digital camera solution but chose not to pursue it because a significant portion of their revenue came from printing. Resistance to change and fear of the unknown are two significant challenges that prevent brands from evolving along their natural course. So, overcoming these barriers is essential for ensuring internal stakeholders and teams are on board with the brand's new direction. Identify each group of stakeholders' demands and fears. Customize the message for each group tackling their fears and needs and present a clear message of what behaviour change you need from them.

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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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Clear communication is key. Start by articulating the strategic reasons and benefits of the change. Tailor your messaging to resonate with stakeholders' values. Use a consistent narrative across all channels: meetings, briefings, and feedback sessions. For instance, a regular 'town hall' meeting where executives openly address questions can solidify understanding. Ensure you highlight measurable business objectives like market share growth or revenue targets. Effective communication leads to better alignment and support, driving smoother transitions and achieving strategic goals.

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2 Align Objectives

Aligning team objectives with the new brand positioning ensures that every department understands how their work contributes to the broader vision. This involves revisiting and possibly redefining performance metrics, targets, and roles to reflect the brand's new direction. By doing so, you not only foster a sense of ownership among your team members but also streamline efforts towards achieving the repositioned brand's goals. It's essential to provide training and resources that equip your teams with the knowledge and skills needed to thrive within the new brand framework.

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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 align team objectives with the new brand positioning, start by revisiting everyone’s KPIs and aligning them with the brand’s new vision. Provide each department with explicit examples of how their work contributes to the brand’s success. Offer workshops and training to equip teams with necessary skills to execute the new strategy. Transparently measure and share progress towards these new goals, reinforcing ownership and accountability. This ensures your team’s efforts are coordinated towards the same strategic outcomes and business objectives.

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3 Involve Influencers

In every team, there are influential individuals whose opinions carry weight. Identifying and involving these internal influencers in the early stages of repositioning can be instrumental in garnering widespread support. They can act as champions for the change, helping to disseminate information, address concerns, and model the behaviors that align with the new brand positioning. Their endorsement can significantly boost acceptance and enthusiasm across your organization.

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4 Monitor Feedback

Monitoring feedback is vital in understanding how well the new positioning is being received internally. Set up channels for collecting feedback, such as surveys or suggestion boxes, and encourage honest communication. Pay close attention to common themes in the feedback, as these can indicate areas where additional support or clarification is needed. Use this information to adjust your approach and address any misunderstandings or resistance that may arise during the transition.

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5 Reward Alignment

Rewarding alignment with the new brand positioning can be a powerful motivator for your teams. Recognize and celebrate individuals and departments that exemplify the brand's new direction in their work. This could be through formal recognition programs, incentives, or even simple public acknowledgments. Positive reinforcement not only encourages others to embrace the change but also reinforces the desired behaviors and attitudes that support the new brand positioning.

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6 Sustain Momentum

Sustaining momentum is crucial for the long-term success of the brand's repositioning. Keep the conversation going by regularly sharing progress updates, success stories, and future plans that align with the new positioning. Ensure that the brand's evolution remains a central theme in all internal communications and activities . By maintaining focus on the brand's new trajectory, you help to solidify the positioning in the minds of your stakeholders and teams, making it a natural part of your company's culture.

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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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Nkechi May-Nzeribe, FIMC, RPA

ForbesBLK Member Brand Management Consultant ???????????? Amazon A+/EBC Marketing | E-Commerce Page Optimization Homes & Hotel Interior CG Renders (3D, Virtual Tours)
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Make sure their opinions count !! Engage, Listen To, And Work With Your Stakeholders. Dont just talk AT them! The success of every project, brand initiative, change, or transformation initiative, requires PEOPLE. By engaging them effectively, you almost ensure that everyone is on board, understands the project's goals, and is motivated to contribute their best efforts towards its planned outcome. And.. When it's all said and done, Share the praise! Don't hug the spotlight, give credit where it is due.

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Your brand is evolving its positioning. How will you ensure internal stakeholders and teams are on board?

1

2

3

4

5

6

7

1 Communicate Clearly

2 Align Objectives

3 Involve Influencers

4 Monitor Feedback

5 Reward Alignment

6 Sustain Momentum

7 Here’s what else to consider

Brand Management

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Your brand is evolving its positioning. How will you ensure internal stakeholders and teams are on board?

1

2

3

4

5

6

7

1 Communicate Clearly

2 Align Objectives

3 Involve Influencers

4 Monitor Feedback

5 Reward Alignment

6 Sustain Momentum

7 Here’s what else to consider

Brand Management

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