Vous êtes confronté à des retards de changement de marque. Comment maintenir la confiance des parties prenantes en cas de revers ?

Make it visual. Create a Gantt chart. Every time there is a delay in scheduling, feedback, revision responses - show the client how it impacts the timeline. Make it the start of every status call. Managing expectations is key - no-one likes a surprise when it's already too late. Also, really putting thought to this in the early-on proposal phase helps.

Communicate with Stake Holders. Explain the delay as soon as possible. This shows you value their time and care about their concerns. Give an honest estimate of how much longer the rebranding will take. Describe what you're doing to fix the problems and get back on track. People get frustrated when they feel left in the dark. Regular updates keep that frustration from building up.

Make Stakeholders accountable. There's a lot that goes into rebranding. It's a whole project and you manage it. During this project there will be times when feedback from said stakeholders is needed and a delay in that feedback can cause delays in the entire project. It's important that from the beginning of the rebranding you're super transparent on milestones and deadlines. When requesting feedback ensure to ALWAYS include by when you need it to to avoid delays and make sure you state that. Rebranding is a team effort and by always making everyone aware of dates, stakeholders will be aware of any delays each step of the way and the reason.

A few common mistakes in most branding processes (I've been there too) 1) Wrong timeline projection and forecasting delivery dates too enthusiastically and tight. 2) Not putting enough check points with the management. 3) Not sharing progress (oftentimes due to the fear of getting criticism by sharing creatives too early) Don't be afraid to involve others time to time, don't keep all the heavy lifting on your shoulders.

Communication is a driving factor of showing respect for stakeholders and partners involved in the progression of the rebranding project. What are the anticipated delays and why? What are the solutions to those delays? Communication and transparency will help maintain a healthy level of trust with stakeholders.

Explain how each challenge is affecting the rebranding timeline. Don't hide problems or sugarcoat the situation. Be upfront about the challenges you're facing. Don't just communicate once. As the situation evolves, keep stakeholders informed with regular progress reports.

Even though there are delays, let stakeholders know you're still in control. Use language that shows you're on top of things. Describe the specific actions you're taking to solve the problems causing delays. Be concrete and focus on results. Explain what you're doing to prevent similar problems from happening again. This shows you're learning from the experience and taking proactive steps.

Consistent engagement with stakeholders throughout the delay period keeps them connected to the process. Don't let weeks go by without communication. Set a schedule for updates. You don't need major news every time. Share small wins, completed tasks, or milestones reached. Mix up your communication methods. Use email, short video messages, or even brief phone calls to keep things interesting.

Take a fresh look at your entire rebranding strategy. Are there any phases you can streamline or adjust to make up for lost time? Identify the most essential elements of your rebranding. Focus your efforts on those first, and consider postponing less critical aspects.

Being prepared can be a factor that sets you apart from others as a strategist. It's true that not all people with the title of "Strategist" actually have backup strategies, which should be a part ANY toolkit as a true planner. Strategists are planners. Planners always have backup plans and alternate plans to anticipate challenges or pivots with stakeholders throughout the rebranding project. So when developing a primary rebranding strategy, develop contingency ones at the dame time for the best preparation.

In navigating rebranding delays, transparent communication and detailed risk assessment are key. Set flexible timelines and develop scenario plans to show preparedness. Engage stakeholders, allocate resources, and continuously monitor progress. Highlight past successes, train your team, and establish feedback loops to maintain trust and adapt to challenges effectively.

I've been involved in almost 20 different branding projects and almost every time I say to myself, I should have added 2-3 more buffer weeks to the delivery date. It's better to delivery early than deliver late and it's ok if people think your projected delivery dates are long at the beginning of the project.