Você está navegando em uma nova direção de marca com as partes interessadas internas. Como você pode garantir que todos estejam a bordo?

To carry a vision through to fruition, every player needs to buy in. Before assembling a vision, spend some time in facilitated sessions to capture input, foster collaboration, and arrive at consensus together. Throughout the process, continue to involve every member of the organization to ensure they are bought in and contributing to the vision.

Facilitate a brand alignment retreat—engage stakeholders in immersive workshops to co-create the brand's future narrative, ensuring buy-in through active participation and a shared vision that aligns with organizational values and goals.

1. Start with the 'WHY' (Simon Sinek) - Winning confidence and trust is key. This comes with not just a proven track record but also the ability to empathize and genuinely identify key problems to solve. Does the vision inspire and also solve real world problems? 2. Define the 'WHO' - Identify the key stake holders and prioritise collaborations with them, setting a context for a 'hands-on' from the start. Build the right team. 3. Ask 'WHY NOT' - Every thought, every idea counts. Considering missed opportunities is as crucial as considering opportunities to grab. Open minds help define the right perspective to view opportunities.

Based on my experience, it is very key to have a clear vision and not projections. Understand your key stakeholders, how they conceive new ideas, and what time is best for that conversation. It would help if you also contextualize as much as you can and more importantly, show them what success looks like in the phases and long run. Being open to feedback and criticism will show that you are not dumping your plans but are willing to dialogue and co-create. Upon alignment, craft a framework that enables constant communication (messaging) of the new brand direction, essence, and results.

Para trazer todos a bordo com uma nova direção de marca, é crucial articular claramente a visão. Isso envolve: - Explicar a Lógica: Detalhe o porquê da mudança e como ela se alinha com os valores e objetivos da empresa. Segundo Simon Sinek, começar com "porquê" é fundamental para engajar. - Narrativa Convincente: Crie uma história que ressoe com seus stakeholders, oferecendo-lhes um senso de propósito. Como Seth Godin diz, as histórias bem contadas são as que movem pessoas. - Senso de Propósito: A visão deve fornecer clareza sobre o futuro, orientando decisões e ações. Uma visão bem definida é a bússola para todas as iniciativas futuras. Uma visão sólida e bem comunicada pode transformar a direção da marca e fortalecer o engajamento.

I encourage leaders to engage internal stakeholders early in the process of developing or refreshing a brand. For example, we've helped multiple nonprofits with rebrands, and we've had our most successful launches when we workshopped with and surveyed key stakeholders representing employees, volunteers, leaders, board members, and community partners as the foundation of the project. Whether you're developing brand messaging or a visual brand identity, creating dialogue first gives everyone a voice in driving creative, without having a bunch of cooks in the kitchen during the creative process. Ultimately, we're more efficient as well, as we develop creative with more comprehensive guidance from the organization.

Muitas soluções, ideias é refinamento da identidade de uma marca vem da escuta ativa e empática do seu público. É fundamental que esse exercício aconteça de forma estruturado, mas que seja realizado com o intuito de ouvir e assimilar percepções e criticas, isso amplia a sensação de pertencimento do time, os dá papel de protagonista e também os permite advogar a favor da identidade. As marcas evoluem junto com as empresas e isso só acontece se ela está atenta ao que representa!

Open dialogue isn't just talking, it's forging a bond. It's inviting stakeholders to a brainstorming party where wacky ideas are welcome. By creating a safe space, you unlock insights that refine your brand strategy. It's not just hearing feedback, it's acting on it. When stakeholders see their opinions implemented, it sparks ownership and pride. It's turning your team into brand ambassadors, each armed with a megaphone and genuine passion. Open those channels wide, because in branding, collaboration is the ultimate superpower.

Manter um diálogo aberto é essencial ao introduzir uma nova direção de marca: - Incentive Opiniões: Peça às partes interessadas que compartilhem suas opiniões, preocupações e sugestões. Como Peter Drucker disse, “O mais importante na comunicação é ouvir o que não foi dito.” - Promova Propriedade: Envolver a equipe promove um senso de propriedade e revela insights valiosos para refinar a estratégia de branding. - Escuta Ativa: Abordar o feedback de forma ativa cria um ambiente colaborativo, valorizando as partes interessadas e suavizando a transição para a nova direção. Um diálogo aberto fortalece o compromisso e facilita mudanças bem-sucedidas.

Manter um diálogo aberto é essencial ao introduzir uma nova direção de marca: - Incentive Opiniões: Peça às partes interessadas que compartilhem suas opiniões, preocupações e sugestões. Como Peter Drucker disse, “O mais importante na comunicação é ouvir o que não foi dito.” - Promova Propriedade: Envolver a equipe promove um senso de propriedade e revela insights valiosos para refinar a estratégia de branding. - Escuta Ativa: Abordar o feedback de forma ativa cria um ambiente colaborativo, valorizando as partes interessadas e suavizando a transição para a nova direção. Um diálogo aberto fortalece o compromisso e facilita mudanças bem-sucedidas.

Develop and implement a structured training program to equip stakeholders with the necessary knowledge and skills to adapt to the new brand direction. Ensure access to resources such as brand guidelines, marketing tools, and customer insights.

To successfully implement a new brand direction, the next step after educating stakeholders is to ensure consistent messaging across all platforms. This means aligning all internal and external communications, from emails and presentations to social media posts and marketing campaigns, with the new brand identity. Consistent messaging reinforces the new brand narrative and creates a cohesive experience for both employees and customers.

Educar as partes interessadas sobre a nova direção da marca é crucial: - Divida em Partes Digeríveis: Explique como cada elemento da estratégia contribui para a visão geral. - Utilize Workshops e Sessões Informativas: Demonstre os benefícios e o impacto potencial da mudança de forma prática e envolvente. - Explique o "Porquê" e o "Como": Segundo Simon Sinek, quando as pessoas entendem o propósito e os processos por trás da mudança, é mais provável que a apoiem e defendam. Educação clara e estruturada fortalece o engajamento e a adesão à nova direção da marca.

Educar as partes interessadas sobre a nova direção da marca é crucial: - Divida em Partes Digeríveis: Explique como cada elemento da estratégia contribui para a visão geral. - Utilize Workshops e Sessões Informativas: Demonstre os benefícios e o impacto potencial da mudança de forma prática e envolvente. - Explique o "Porquê" e o "Como": Segundo Simon Sinek, quando as pessoas entendem o propósito e os processos por trás da mudança, é mais provável que a apoiem e defendam. Educação clara e estruturada fortalece o engajamento e a adesão à nova direção da marca.

Establecer diferentes talleres de trabajo y comprometer a todas las partes interesadas nos ofrecerá muchas ventajas de cara al futuro. Porque un cambio de rumbo se realizará con mayores garantías cuando todo el equipo esté implicado y se sienta parte del cambio. Por eso es fundamental trabajar en equipo en diferentes sesiones, para poder involucrar de manera efectiva a todas las partes interesadas. Esto optimizará el proceso de cambio y su ejecución.

Chatty Cathy was the original pull-string doll manufactured by Mattel. Too often, messaging creates an organization full of Chatty Cathy’s. People programmed to repeat — and even to sound enthusiastic and happy doing so. Aim higher than consistent messaging. Start by raising your sights to having everyone be on message. The ability to be on message is a good indicator that someone has internalized the message. Even reflected on it in a way that lets them incorporate their own experiences and examples. Could like have a productive dialogue about the message, should questions arise. Lead people, not parrots.

Criar uma identidade hoje é possível através da IA mas comunica-la com eficiência é desafio das pessoas de carne e osso que devem diariamente nutrir seu time dos atributos e benefícios da identidade de forma clara, inteligente e instigante. A comunicação interna de uma identidade de marca deve ser muito bem pensada pois é somente através do artífice do conhecimento dos seus atributos que o público interno vai compreende-lo e atuar em prol dela. O mercado é fundamental para uma marca mas o seu público interno é vital para sua existência. Comunicação eficiente transforma um atributo de marca numa realidade.

Consistent messaging is like a catchy tune, repeating across all platforms. Craft core messages so infectious, they become the soundtrack to your transformation. Let these messages permeate every email, presentation, and conversation. Ensure everyone sings the same tune, eliminating garbled messages and creating a unified brand experience. Crank up the volume and let the symphony of your new identity ring throughout the company.

Building a strategy and empowering champions in your brand and company is the best way to leverage the power of personal branding within your company. Companies with ceos that have personal brands are 11% more profitable, according to Forbes. People want to connect with other people… not company logos. One step to showcase how your company treats employees, customer success stories, and form a strong brand image is to ask employees if they would be interested in being a part of an internal “brand ambassador” program. Brand ambassadors who love posting and sharing their stories are a great choice to start this campaign. They will be easier to work with on posting content that shows up as organic and authentic shares.

Empowering brand champions is about identifying those individuals who are already passionate about your brand and giving them the tools and platform to amplify their enthusiasm. It's like turning a spark into a bonfire, with each champion igniting the passion of those around them. By recognising and empowering these individuals, you're not just gaining support, you're creating a movement that can propel your brand to new heights.

Recognize and celebrate key milestones and achievements to maintain momentum and morale. Acknowledge the contributions of teams and individuals who drive the successful implementation of the new brand direction.

To achieve a successful buyin, a brand needs to reach a point of clarity, distilled into a single word that guides everything. The problem with many brands today is the presence of too many words and ideas, creating a scattered and unfocused message. My model of brand clarity, the OneWord Model, eliminates this scatter and brings clarity by simplifying complexity.

Reason and rationale behind the new brand direction must be elucidated to every one in the organisation from top to bottom , it shud answer the most imperative question " WHY THIS CHANGE" . Often we have seen organization's preaching values and not practicing it , likewise the directional change should reflect in every action of the organisation , every department, and to every employee so that the change is felt by the end customer .

I always emphasize the importance of effective communication and stakeholder engagement when navigating a new brand direction. To ensure everyone is on board, it's crucial to clearly articulate the vision and rationale behind the change, sharing market research and data that supports the new direction and defining the brand's mission, values, and unique value proposition. This sets the foundation for a shared understanding and helps to build trust among stakeholders.

Centralized communication is the key to have all the stakeholders on the same page. Using collaborative tools is a great way to make sure everyone's feedback is included and seen by others.