Data and proof can help focus a brand team and resolve any strategic conflicts. Often, as we are building a strategy for and with a brand team, we recommend kicking off the exploration phase with a thoughtful, brand agnostic survey to our core customer. Even a small sample size of 100-200 (which is very affordable) can go a very long way. The data we gather can often do the work that disagreements and conversations really can't.

Depending on goals and vision of your business it’s important that everything must align at the same point. There are chances of conflict of opinion but if we tell the common goal for the business I think one would get agreed with this.

When team opinions clash on brand strategy, I see it as a catalyst for innovation. Instead of smoothing over differences, I lean into them. I curate the discussion where every viewpoint is explored, and we allow the strongest ideas to emerge. We also test these ideas in real-world scenarios, letting intuitive responses guide us. Ultimately, it’s also about anchoring every decision back to our core identity, but with a fresh lens. Conflict, when harnessed, drives creative, cohesive strategies that are stronger than any one perspective. It’s not about avoiding tension—it’s about channeling it productively.

Here’s a step-by-step guide to finding common ground while fostering collaboration and clarity: 1. Establish a Shared Vision and Goals Revisit Core Values: Anchor the discussion on the brand’s mission, vision, and values. This gives everyone a common framework to build upon. Define the Strategic Goal: Clarify what the strategy needs to achieve 2. Facilitate Open, Structured Discussions Designate a Neutral Facilitator: This could be an external consultant or someone trusted internally to guide the conversation. Use Structured Formats: Use methods like the “Pros and Cons” exercise or SWOT analysis to objectively compare ideas.

Go back to the why. Align on the strategic objective. Review data, analytics and insights. Socialize: engage stakeholders in the review of objectives and data and seek input. Should that not work, leverage an external consultant or expert for impartial perspective and guidance.

Disagreement precedes agreement. This is a great ground for learning. After all, our most important clients and brand ambassadors are our team members. Finding the why of every one on the team allows us to align each why with the *bigger why* of the brand. This way a common understanding, that each one can defend, is developed.

Revisit the business objectives and corporate values together. Discuss and learn from each other. Everybody's voice is equal in value. Opinions are opinions. What needs to show the way is facts, knowledge, research and experience. And strategy alignment. Open climate and psychological safety for everyone to contribute. Sense of sharing responsibility.

It's important to ensure that everyone feels their opinion is valued. From there, I’d focus on the core brand goals and vision, guiding the team back to what we are collectively trying to achieve.

If I’m dealing with conflicting opinions on brand strategy within a team, my approach is to step back and remind everyone of our common goal—the success of the brand. I make sure each team member’s perspective is heard, then identify overlapping ideas or values that we all agree on. From there, we can build a strategy that incorporates the best from each side, while keeping the brand’s core message clear. Ultimately, it’s about creating alignment through open dialogue and focusing on the brand’s long-term vision.