Your team is divided on branding and campaign ideas. How do you unite them towards a successful strategy?
When your team is at odds over branding and campaign strategies, it can feel like navigating a ship through a storm. But fear not, because strategic communication can be your compass to guide everyone to a harmonious and effective resolution. A united team is essential for the success of your branding efforts, and achieving this unity requires a clear understanding of the challenges and a strategic approach to overcome them.
The first step to uniting your team is to conduct a comprehensive assessment of both the internal and external needs your campaign must address. Listen to each team member's ideas and concerns, and evaluate the target audience's expectations and the market environment. This assessment will help you identify common ground and clarify the objectives that everyone can agree upon. It's crucial to communicate that each perspective is valued and that the final strategy will be stronger with everyone's input.
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To unite your team in a scenario like this, it is pertinent to fully understand the needs that must be addressed both internally and externally. Pay great attention to each team member's opinions and point of view comparing it with your target market and teeming population generally. By this assessment, you get everyone to agree and clarify objectives effectively. Ensure that you communicate to the team the importance of everyone's opinions and why the final decision is a proactive strategy to get the job done.
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This is incredibly simple: it is not what you or your team wants, it is 100% about the audience you are communicating to and your budget. As simple as this logic can be, so many companies suffer from the internal tango where strategy goes out the window in favour of passive aggressive "sensitivities" and fear of upsetting a peer or fear of speaking up. Look at the data, anonymous surveys, and agree on strategy. Once you "guide" your team in this direction, they will let go of the opinions that do not make sense and are being coveted because they are individual contributions. What is important, is to be nice. People are people and unique. So, listen before taking action on the above. Strategy first then sketch out the plan.
Once you've listened to your team, it's time to set clear, achievable objectives for your branding campaign. These objectives should be specific, measurable, attainable, relevant, and time-bound (SMART). By aligning everyone's efforts towards a common goal, you can minimize conflicts and ensure that all branding and campaign ideas contribute to the overall strategy. It's important to ensure that these objectives resonate with your team so that they feel invested in the campaign's success.
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If you are targeting multiple segments it can be fun to form a small committee per segment and elect a SME to lead each. This way, you are achieving a few things per the exercise: recognising potential leadership skills, gaining deeper insights per segment and assigning accountability with less micro management. I recall forming a small Financial Committee at one project to target the segment that was making money for the organisation. We held weekly meetings, made plans, assigned budget, selected events, shifted some items and remained flexible. It worked so well. We were then able to join with the other committees to contribute to an overall plan for PR and annual spend.
Encouraging collaboration among your team members is vital. Create an environment where everyone feels comfortable sharing their ideas and feedback. This can be achieved through regular brainstorming sessions or workshops where all voices are heard. Remind your team that while individual creativity is important, the collective outcome is what will make the campaign successful. Collaboration also helps in building trust and respect, which are essential for a united team.
Clear communication is the backbone of any successful strategy. Make sure that every team member understands the chosen direction and their role in it. This includes articulating the rationale behind decisions and how they tie back to the agreed objectives. When everyone is on the same page, it reduces misunderstandings and aligns individual contributions towards the common goal. Regular updates and open channels for questions can help maintain clarity throughout the campaign.
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Communication in business is not complete without feedback. In order to communicate successfully, you really need transparency and accountability with assigned expectations. I see startups to series a companies suffer without a proper org chart. Once again, sensitivies and egos get in the way and nobody really wants to "rock the boat." In larger organisations, the org chart is extremely important and coveted by Human Resources and leadership. With a proper alignment of roles, goals and expectations, people will feel valued and have 100% transparency of how to grow based on expectations and how to earn more money. Org chart! Try it out, it works.
Diversity in ideas and approaches can be a strength rather than a source of division. Embrace the different perspectives within your team by highlighting how each contributes to a more robust and dynamic branding strategy. Show how contrasting ideas can complement each other and lead to innovative solutions. When team members see their unique contributions being valued, they are more likely to rally around the shared vision.
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Look for ways to incorporate different perspectives, whether that's inviting someone that might not normally come to the meeting or hiring someone with unique experience or expertise; they can help bring ideas to the table that you might not have otherwise had.
Finally, put the agreed-upon branding strategy into action and continuously evaluate its performance. It's important to have mechanisms in place for tracking progress and gathering feedback. This not only ensures that the strategy stays on course but also allows the team to see the results of their unified efforts. Celebrate the successes and learn from any setbacks together, reinforcing the team's commitment to the strategy and to each other.
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