I'm leading a rebrand for a mid-sized tech company and it feels like a political battle. The CEO is on my side, but the head of marketing is pushing back hard. The product team wants a brand about facts, while the sales team wants a brand about feelings. With everyone pulling in different directions, how do you even get started?

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Without seeing or understanding the product or company I would lead with emotion… emotion can be more distinctive, highly memorable, and tend to resonate better with a target audiences. Facts are good to substantiate but leading with them is not always prudent. What is the vertical? Can you tell us a little more- b2b, b2c?

likesmart

Hi there! So having done 4 rebrands with similar headwinds here’s what I will say. You need to get everyone in a room. Present the data, the qualitative and quantitative research on why you need to rebrand. If CEO and the data is backing you, then everybody will have to join the crusade. You need to come up with ways to address their concerns and suggestions without compromising your brand frameworks and strategy. You cannot make brand decisions without data and it needs to ultimately be focused on enhancing CX / UX vs. any leaders personal opinions. Period. So make that a qualifier. Also, budget is going to play a huge role in how fast you can accomplish this and to what scope and quality level. You need to prioritize against spend what is necessary vs. what’s a nice to have. It likely will need to be a crawl, walk, run sort of tiered approach or at least that is what I’ve seen done most. Good luck!

likesmart

Always lead with emotion.

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What does the customer say?

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A lot of good advice here. But I also acknowledge there is never one simple and immediate answer (leading teams through these friction points is the foundation of my career, if it was I wouldn’t exist). Drop me a message if you’d like to chat in more detail.

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