Comment géreriez-vous les commentaires des membres de l’équipe qui remettent en question le cœur de votre stratégie de marque ?

Actively listen to your team's concerns without interruption. Avoid immediate defensiveness and show genuine interest in understanding their perspectives. Ask clarifying questions to uncover the root of their objections.

First, as challenging as can be, listen to understand, not to respond. Often times we start solving or responding when a person is a few words into expressing their point of view. Try not to follow up with a statement, but instead ask questions. Use it as an opportunity to better understand the person's perspective. You may find good reason to question your strategy, or you may discover that you can enhance it. That additional perspective can be valuable.

Value Every Opinion Begin by actively listening to the feedback from your team members. Ensure they feel heard and respected by acknowledging their perspectives. For example, set up a dedicated meeting or use feedback platforms where team members can voice their concerns and suggestions openly. Embracing listening demonstrates that you value their input, which can lead to more constructive discussions and solutions.

One time, a member of his congregation criticized my pastor for the way he preached. He responded, "how do you preach?" And when the member replied with, "I don't" all he said was, "I prefer the way I do it better." The point is, anytime you build your brand, regardless of your strategy, there will be someone out there who doesn't see it the same way you do. Take it as a compliment that what you're doing is working.

Carefully assess the feedback against your brand strategy's core principles, target audience, and overall goals. Is the feedback valid, or does it stem from personal preferences or misunderstandings? Gather data and evidence to support your analysis.

Sometimes people overstep, but if it's consistent feedback from multiple team members, then the harsh truth is that your brand strategy isn't totally effective. This doesn't have to mean a drastic overhaul, but instead could be slowly implementing small changes over time to monitor performance and increase efficacy. Sometimes it's as simple as changing a word in your mission statement or adding a secondary color scheme to marketing collateral.

Evaluate the Feedback Objectively Critically analyze the feedback to understand its implications on your brand strategy. Separate emotional reactions from factual insights. For instance, if a team member suggests that your brand messaging is outdated, compare it with current market trends and competitor strategies to assess its validity. Objective analysis helps identify areas that may genuinely need improvement.

Curiosity can be your greatest superpower, bias your albatross. Especially confirmation bias. Become your own critic, challenge your strategy with every attempt to disprove it, and in doing so you likely will make it stronger (or find, you were right to challenge it and it still needs work).

There's always merit in listening to your team members because, it will lead to growth for all and a better solution for the brand. Having said that as captain of the ship you need to decide on what to do with the perspective. Does it improve your plan? Build it into your scheme of things Is it beneficial for the long term? Fob it off for a discussion in the future Is it a punt? Let it happen but in a place where stakes are low Does it change everything? Detail it. Test it. Deploy in a difficult test market. If it wins, go with it.

Facilitate open and honest discussions with your team. Encourage them to share their reasoning, supporting data, and potential solutions. This fosters a collaborative environment where everyone feels heard and valued.

Facilitate Open Conversations Engage in open and honest dialogues with your team members about the feedback. Encourage them to explain their viewpoints in detail and discuss potential impacts on the brand strategy. For example, host a workshop or brainstorming session to delve deeper into the feedback and explore various perspectives. These conversations can lead to a better understanding and collective ideation.

Evaluate the potential impact of implementing suggested changes. Would it strengthen or weaken the brand's message, resonate better with your target audience, or alienate existing customers? Consider both short-term and long-term consequences.

Evaluate Potential Changes Assess the potential impact of the feedback on your brand strategy. Consider both short-term and long-term effects, and how changes might align with your brand's core values and goals. For instance, if the feedback suggests a shift in target audience, evaluate how this change would affect your current customer base, marketing efforts, and overall brand positioning.

As marketers, we should want others to "poke holes" in our plan, that is what makes it stronger. Assuming best intent, as we should, this is an opportunity for serious collaboration!

Never go into a meeting with your team with the idea already mapped out, or worse act like you're interested in the ideas of others only to end up using your own. Years ago I had a colleague who did that. We're not colleagues anymore.

Involve key stakeholders in the decision-making process. Gather diverse perspectives and reach a consensus that aligns with the brand's overarching vision. If necessary, involve a neutral third party to mediate and facilitate a solution.

Involve the Team in Decision-Making Make decisions collaboratively, involving key stakeholders and team members. This collective approach ensures that decisions are well-rounded and supported by the team. For example, form a committee or working group to review the feedback and propose actionable steps. Collaborative decision-making fosters a sense of ownership and alignment among team members.

Don't just have a room full of people, have the right stakeholders present. Give time to brainstorm, collaborate, discuss, challenge, and ultimately build. Set expectations, don't just take input and walk away, explain what you are looking for and how decisions will be made. Finally, be transparent. What is up for discussion, what is not, don't let people feel like they wasted their time because you were always going to go your own way.

Communicate the final decision clearly to the entire team, explaining the rationale behind it. If changes are being implemented, provide guidance and support to ensure a smooth transition. Monitor the impact of the changes and gather feedback to make further adjustments as needed.

Execute Thoughtfully If changes are needed, implement them thoughtfully and strategically. Develop a clear plan that outlines the steps, timeline, and responsible parties. For example, if you decide to rebrand based on feedback, create a detailed roadmap that includes research, design, testing, and rollout phases. Thoughtful implementation ensures smooth transitions and minimizes disruptions.

There is a fine line between confidence and vulnerability. Try and find that space. Have confidence in your ideas, but be humble enough, vulnerable enough to admit that you don't have all the answers and need the right people engaged with you.