Your team is divided on the brand narrative. How can you unite everyone under a cohesive messaging strategy?

Make sure everyone's voice is heard, and then pull the data. The brand's identity, strategy, target audience & goals must align. You have to be able to answer: "I do ___ for ___ by ___." If you know what you do, and who you do it for, you get an understanding of who/what you are or what you represent to your target audience.

When your team is divided on the brand narrative, the first step is to acknowledge the diverse perspectives. Often, this division comes from wanting to highlight different aspects of the brand. Instead of forcing consensus, align the team around core brand values—the non-negotiables that define what your brand stands for. From there, let data guide the conversation. Test different narratives with your audience to see what resonates, using actual feedback to shape your strategy. It’s not about winning one side over, but about unifying everyone under a narrative that speaks to your customers. Ultimately, consistency across messaging is key, but flexibility in approach allows for balance.

Start with Core Values: Organize a workshop to revisit your company's mission, vision, and core values. Encourage open discussions to ensure alignment on what defines your brand at its essence. Identify Key Differentiators: Highlight the unique qualities that set your business apart. Collaboratively agree on your brand’s strengths and what makes it distinctive. Create a Unified Vision: Develop a compelling brand narrative that reflects your core values and differentiators. Involve the Team: Engage every team member in shaping this narrative. Develop Brand Guidelines: Create clear messaging guidelines that detail tone, style, and key phrases. Regularly Review and Reinforce

Here’s how I’d rally your team around a unified brand narrative—while keeping it collaborative & thoughtful: 1: Start with a heart-to-heart—set up workshops where everyone gets a say. Less “meeting” & more “conversation.” 2: Tune into the patterns—listen for the ideas that come up again & again. The differences can be gold, too, adding layers to the narrative. 3: Craft a narrative that reflects all voices—blend those perspectives into a story that feels authentic to your brand & your team. When your team feels heard, they’ll be more invested in the narrative.

Start by gathering each team member's opinions and ideas on the brand narrative. This helps identify differing viewpoints and understand the reasons behind the division.

Your objectives for the brand should flow naturally from your core purpose and values as well as the organisational strategy. The brand should be the outward representation of an internal direction and culture. Therefore, after stakeholder research and engagement data is collected, brand direction should be led from the top, where decisions are made about ‘where we are going’ and ‘how we will get there’.

Conte a história da marca, desde sua origem até o presente, destacando seus desafios e conquistas, demonstre como os valores da marca se manifestam em a??es e decis?es cotidianas, e compartilhe a vis?o de futuro da empresa, inspirando a equipe e o público.

Setting objectives is like defining our destination before a journey. When the team is divided, I focus on aligning everyone on the ‘why’ behind our brand narrative. Why are we telling this story? What do we want to achieve? By setting clear, shared objectives—whether it’s boosting customer loyalty or redefining market perception—everyone knows what success looks like. It helps shift the focus from personal preferences to a unified mission that drives our brand forward.

To unite your team under a cohesive brand narrative, start by setting clear objectives. Define what you want your brand to achieve, such as increasing market share, enhancing brand recognition, or improving customer engagement. Establish specific, measurable goals that align with your company's core values and vision. Communicate these objectives clearly to the team, ensuring everyone understands their role in achieving them. Regularly review progress and adjust strategies as needed to maintain alignment and drive collective focus toward a unified brand message.

Here’s how I’d set objectives for a cohesive brand narrative—so your team knows where they’re headed: 1: Get super clear on what you’re after—whether it’s more awareness or driving conversions, name the goal upfront & keep it front and center. 2: Make those objectives SMART—specific, measurable, attainable, relevant, & time-bound (going back to corporate days here!) It’s your roadmap for making sure the narrative hits its mark. 3: Let the goals lead the way—each objective should be the compass guiding your messaging strategy, so the whole team stays focused. Clarity on the goal means clarity in the story—& that’s what keeps everyone rowing in the same direction.

Crie um guia de estilo que estabele?a as diretrizes para a comunica??o da marca, incluindo a linguagem, o tom e a visual identidade, e ofere?a treinamentos para garantir que todos os membros da equipe entendam e apliquem os princípios de comunica??o.

I approach finding common ground like connecting dots on a map. Every brand has core values, and these are our guideposts. Even when ideas clash, there’s always a shared goal—whether it’s trust, innovation, or impact. I like to zoom out, helping the team identify the underlying values in their narratives. Once we highlight those overlaps, we can build from a place of unity, creating a brand story that’s both inclusive and aligned.

Start by identifying shared values and goals that resonate with everyone. Hold team discussions to uncover overlapping priorities and perspectives. Use these insights to craft a brand narrative that reflects common beliefs and aspirations. Ensure that all team members see how their individual contributions align with the broader brand message. By highlighting these shared elements, you create a unified vision that brings the team together and strengthens the brand’s overall impact.

How I’d pull a divided team together around one brand message—while keeping everyone aligned: 1: Start with the overlap—find the shared ideas that align with your goals. These are the foundation of your story. 2: Focus on what resonates—highlight the values that hit home for everyone. That’s where the team’s vision comes to life. 3: Build from there—craft a narrative that ties those common threads to your brand’s bigger mission. By leaning into the shared vision, you’ll shape a story that serves both the team AND the brand’s objectives.

Look for shared values and themes within the team's diverse views. Finding common ground can help bridge differences and form the core of a unified narrative.

Utilize diversos canais de comunica??o interna para disseminar a narrativa da marca, como e-mails, intranet e reuni?es, e organize eventos internos para celebrar a marca e fortalecer o senso de pertencimento.

Identify Core Themes: Highlight the key values, vision, and differentiators of your brand. Focus on what makes your brand unique and how it resonates with your audience. Create a Story Arc: Develop a compelling storyline that integrates these themes. Include the brand’s origin, mission, and future aspirations to create a narrative that is engaging and memorable. Incorporate Shared Goals: Ensure the narrative reflects the common objectives and values of your team. Use Clear, Consistent Language: Draft the narrative using a consistent tone and style that aligns with your brand’s personality. Seek Feedback: Share the draft with your team for input and refinement. Incorporate their feedback to ensure the narrative resonates with everyone

Here’s how I’d get your team on the same page with the brand narrative—without stifling creativity: 1: Gather the whole crew—sales, marketing, design, customer support. Everyone’s got a piece of the story & it’s worth hearing. 2: Keep the draft open-ended—it’s a starting point, not the final word. Flexibility lets you refine while staying true to the message. 3: Root it ALL in your brand’s purpose—your “why” is the north star that keeps everyone aligned, no matter how the narrative shifts. Let the team shape the story, keep it nimble, & stay grounded in what matters most.

Create a draft of the brand narrative that incorporates the common elements identified. Ensure it aligns with the set objectives and resonates with the team's collective vision.

Collaboratively draft a brand narrative that incorporates the identified common themes. Involve key team members in the drafting process to foster ownership and alignment. The narrative should be concise, compelling, and adaptable across various channels.

Os líderes da empresa devem ser os principais defensores da narrativa da marca, e certifique-se de que todos os líderes estejam alinhados com a narrativa e a comuniquem de forma consistente.

Iteration is where the magic happens. I see it as sculpting—starting with a rough idea and refining it together until it shines. When the team collaborates on revisions, it’s not about who was right initially; it’s about what works best for the brand. By involving everyone in this process, the narrative evolves organically, blending different ideas into a cohesive story that feels owned by the entire team.

To iterate together on your brand narrative, start with collaborative workshops where team members can share ideas and feedback. Review the draft collectively, discussing what works and what needs adjustment. Refine the narrative based on this input, ensuring it aligns with core values and goals. Test the updated narrative in smaller settings to gauge effectiveness. Once finalized, communicate it clearly to the entire team. Regularly revisit and update the narrative to keep it relevant and engaging. This process ensures a unified and impactful brand message.

Collaborate with the team to review and refine the narrative. Encourage feedback and make adjustments collectively to ensure everyone feels invested in the final message.

Review and refine the draft together as a team. Encourage feedback and be open to adjustments. Iterating together helps build consensus and ensures the final narrative reflects a unified vision.

Unir a equipe em torno de uma narrativa de marca é um processo contínuo. é importante monitorar a comunica??o da marca e fazer ajustes quando necessário.

In a team divided on the brand narrative, I like to think of us as co-writers crafting a script. First, we lay out everyone's ideas like different plot points. We assess these views to find what resonates most with our audience and brand objectives. It’s like weaving a storyline—once we find common threads, it becomes easier to draft a narrative that honors each perspective. Through iterative brainstorming, we refine it until it feels cohesive. By the time the "script" is finalized and ready for implementation, everyone’s voice is in there, aligned and contributing to a powerful, unified brand message.

Align with Goals: Ensure the narrative supports your strategic objectives and brand vision. Communicate Clearly: Share the brand narrative across all channels, including marketing materials, internal communications, and customer interactions. Train the Team: Educate employees on the narrative and how to consistently apply it in their roles. Integrate Across Touchpoints: Embed the narrative in all customer touchpoints, from website content to social media and customer service interactions. Monitor and Adapt: Track the narrative’s impact and gather feedback. Adjust the strategy as needed to enhance alignment and effectiveness.

Roll out the unified narrative across all channels, ensuring consistency. Monitor its performance and maintain open communication with the team to adapt the strategy as needed.