If you missed the rest of this series, How to Define Your Brand, you may want to check those out.  It lays out the framework we are operating within as we walk through a “diy branding” process.  As always, it is recommended that you get some help in this process.

Develop Your Team

Your team can contain anyone from your mom and and sister, to your board and top VP’s.  Just make sure it is a good cross section of your organization.   Aim for diversity.  Aim to bring in ideas that might not line up 100% with your own. Let them know of what is expected and INVITE them to join.  Make sure this is not a forced endeavor.  These should be people who care about the future of the brand.

Two cautionary points here:

There may be a temptation to “stack the deck in your favor” by bringing in only yes men and people who already are 100% sold out on the new direction.  Avoid this as it can kill buy in later and may not obtain great results either as without some conflict you may not actually fully flesh out your thoughts.

The second temptation that crops in is the extreme opposite end.  Some people, in an attempt to win over all the detractors and “scared of change” folks, will fill their team with haters.  The problem here becomes one of actually accomplishing anything.

Fill your team with bright people.  Make sure they are open and willing to participate.  Find people who are committed to the process.  Nothing will derail the process faster than constantly having to catch up people who have missed meetings.  Things come up for sure, but start with people who are generally reliable. The team is like a choir.  When one voice is there one moment and gone the next, it stands out, even if you cannot quite place it.

Above all find a team of people who will work through the potential hurt feelings as ideas get shut down, be willing to fight for their ideas rationally and logically but also be willing to let go when the time comes.

Once your team is set, then its time to get down to the fun (some might say, hard, painful, awkward or uncomfortable) stuff!