When analysing stakeholders for alignment for a re-brand, in addition to concerns and motivations, also consider history. People can get quite, unexplicably emotionally tied to branding (I'm talking all the elements here). A brand is an identity. What did it mean, what did it represent? What is your narrative for the change to the new brand? How is the new identity different? Helping your stakeholders understsnd the process, the evolution, the new brand decision making processs, will help them align and travel the journey with you.

I’ve found that inviting stakeholders into the branding journey early through collaborative workshops and data-driven discussions is key to building alignment and trust. Establishing a feedback loop not only keeps everyone engaged but also allows for quick pivots to address any emerging concerns. This proactive approach helps turn stakeholders into brand advocates. Would love to hear what’s worked for others!

I’ve found that aligning stakeholder expectations during a branding overhaul hinges on trust, transparency, and collaboration. It begins with understanding who your stakeholders are and tailoring communication to address their specific needs and concerns. Regular updates and proactive communication are essential to explain the purpose of the rebrand and the expected outcomes clearly. Involving stakeholders early fosters a sense of ownership, aligning their goals with the branding objectives. At the same time, being empathetic and open to feedback ensures concerns are addressed and trust is maintained. Balancing clarity with adaptability has always been key for me.

Rebranding affects everyone involved. Therefore, we need to be prepared both internally and externally. Firstly, we should focus on our employees. They have likely formed a strong attachment to our current brand identity. Involving them from the start, through surveys and focus groups, can help address any concerns and ensure a smoother transition. We should also track how their perceptions change over time. Secondly, PR and marketing teams should collaborate on a joint communication plan outlining key messages for external audiences — clients, partners, and media. Based on my experience as a corporate comms director, rebranding is always a test of strength for internal comms and PR teams. Close collaboration from day one is key.

I agree that aligning stakeholder expectations is crucial during a branding overhaul. A brand is not just a visual identity; it's the sum of perceptions held by customers, employees, and partners. Engaging stakeholders early ensures their needs and concerns are considered, fostering buy-in and reducing resistance. Clear communication about the brand's vision, objectives, and benefits is vital to creating alignment. This process should include surveys, workshops, and regular updates to maintain transparency. However, while alignment is essential, over-accommodation can dilute the brand's unique value proposition. The key is balance—listening to stakeholders while staying true to the brand's core purpose.