Today's advice comes from Craig Romanok, managing director of Cline Davis Mann Princeton, via his interview with Fast Company:
"The first step in getting the brand team aligned with the brand strategy or brand new idea is to make sure that they understand and really embrace what that brand stands for from a purpose perspective."
It's imperative that your team is on board with the overall goal you've created for the brand. Without enthusiasm and belief in the brand, the results of your success will be subpar. People tend to work harder when they're mentally invested in the project.
"It's the understanding of the belief, why that brand exists, why that brand was developed, and why that brand is being marketed to the individuals in the consumer segment. Once they understand the purpose, the passion for that brand will start to exist and come alive and then they can embrace that brand.
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