Une partie prenante clé fait pression pour un message de marque contradictoire. Comment pouvez-vous l’aligner sur les valeurs de l’entreprise ?

It is 50% of the time about a stakeholder wanting to be heard. The other 50% are concerns that you might not have addressed so it makes for good hearing or you have not been able to communicate to the other party that you have already addressed it and aligned it to the overall messaging. It is not a problem if someone has an opposing or conflicting viewpoint but it is a problem if you do not delve into their concerns to try and understand it.

Aligning a conflicting brand message pushed by a key stakeholder with corporate values requires a strategic approach that balances input of such stakeholder with organizational principles. Here’s a structured way to approach this: Understand Corporate Values: Clarify the organization's core values and mission. Evaluate Stakeholder Input: Listen to the stakeholder's perspective and goals. Identify Common Ground: Find shared objectives between stakeholder input and corporate values. Communicate Effectively: Emphasize the importance of consistency in messaging. Propose Adjustments: Offer refinements to align the message with corporate values. Seek Compromise & Monitor and Evaluate: Assess the impact of adjusted messaging over time.

It's essential to consider two key pillars here. Firstly, stakeholder may be driven by concerns that overshadow the perceived negative impact of their proposal. Here, your role is to illustrate the potential consequences clearly. Secondly, stakeholder often have a broader strategic perspective that they prioritize over immediate messaging conflicts. Understanding this bigger picture is crucial because it informs their rationale and goals. By actively engaging with them and extracting their knowledge, you not only demonstrate respect for their insights but also gather valuable information that can guide a more unified approach.

Stakeholder is our main partner in business but we do not have to always follow what they want or what they push us to do. Deeper analysis of their concern should be considered to get to know the reason behind their concern. Intimate communication with them to get same and clear perseption is also something to be organised so that we come to the conclusion. In this case the war is on argument, rasinalisation between both parties. Thetefore evidenced or fact based information is required and should be brought on the table for the justification.

Aligning a conflicting brand message with corporate values involves a detailed, multi-step process to ensure consistency, clarity, and strategic alignment. I'd like for you to listen to the stakeholders without interrupting. Show empathy and understanding by acknowledging their concerns and validating their perspective. Take detailed notes to capture their key points and underlying motivations by scheduling a dedicated meeting or series of meetings with the stakeholder to delve into their perspective. Ensure these meetings are held in a setting that encourages open and honest communication.

Use brainstorming techniques such as mind mapping, SWOT analysis, or “What if” scenarios to explore different angles. Include individuals from various departments who understand both the company’s values and the stakeholder’s objectives. This diverse group can offer multiple perspectives and innovative solutions. Foster an environment where everyone can freely share ideas and suggestions for reconciling differences.

Perform a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to understand how the conflicting message fits within the broader context of your brand's strengths and weaknesses, as well as external opportunities and threats. This helps in identifying the potential positive and negative impacts. Engage with other stakeholders, including employees, customers, and partners, to gather their perspectives on the proposed message. Understanding diverse viewpoints can provide a more holistic view of the potential impact and help in making an informed decision.

Understand the underlying motivations and goals of the stakeholder’s message. Engaging in open dialogue can uncover their core concerns and identify areas of common ground with your corporate values. Find intersections between the stakeholder's message and your company’s values. Highlight these commonalities to create a foundation for aligning the message without compromising your brand’s integrity. Work on rephrasing the stakeholder’s message to better align with your brand’s voice and values. This may involve adjusting the tone, language, or emphasis to ensure consistency with your corporate identity.

One thing I've learned in years of working with high-powered executives stakeholders, is people don't want to be told what to do. They want to have a choice. My view is that it's not your job to tell anybody they should or shouldn't do something (unless they explicitly ask) but rather provide them with strategic insight into the outcomes of different scenarios / put the decision in their hands. If you've done your job correctly, there won't actually be much of a choice, but you will still give the illusion of one, which is key to getting meaningful buy-in and establishing yourself as a trusted partner. I also like to have a couple back up or "middle ground" options, should the stakeholder still want to push for an unadvisable approach.

Before discussing with the stakeholder, gather all relevant information and examples that illustrate why their message conflicts with corporate values. Be ready to explain the potential risks and benefits in a clear and concise manner. Approach the conversation with a collaborative and respectful tone. Emphasize that you value the stakeholder’s input and are committed to finding a solution that benefits both parties. Clearly articulate your company’s core values and the importance of maintaining a consistent brand voice. Provide context on how these values have shaped the brand’s identity and reputation over time.