Branding Begins with Listening

Branding Begins with Listening

Facing a shift in your marketing strategy is never easy. Acquisitions, name changes, product extensions, even website redesigns can be difficult problems to solve. But if your culture isn’t aligned, get ready for an uphill battle.

To say that most organizations have internal differences of opinion on marketing is putting it lightly. From partners, to marketing and product managers, to the sales team, it can be difficult to get everyone on the same page with new ideas and changes. After all, change is bad, right?

In branding and marketing, the way to eliminate the fear and shock of change is to give everyone a voice in the process.

When we work with clients through our branding program, we conduct a series of interviews with stakeholders. We speak to everyone involved with the project and provide them equal footing to have their voices heard…privately.

This is important for two reasons:

One, we want people to feel comfortable and safe giving their opinions on the organization.

And two, we want everyone to recognize their voices in the branding work we produce. It isn’t about including every idea. People disagree, and some ideas are incompatible with others. Instead, it’s about finding the places where the voices meet. The strongest brands reflect the aspirations of the people who work there and can help create stronger internal cultures.

Marketers use research and interviews to uncover one simple thing: the truth. Even if it’s messy and a little painful. And once the truth is discovered, design can help shape the truth into something more beautiful.