Managing a major brand overhaul can be one of the most complex challenges a business faces. Beyond the creative vision and technical execution, you’re often dealing with a wide range of stakeholders, each with their own priorities and expectations. From the director team and legal advisors to subject matter experts and marketing leads, aligning everyone’s needs can feel like trying to herd cats.
However, with the right approach, stakeholder management doesn’t have to be overwhelming. Here are some practical strategies to streamline the process and keep everyone on the same page.
The image featured above is part of a series of explainer infographics for the ICANN board. All these infographics are on the ICANN website's homepage.
1. Start with Clear Communication and Set Expectations Early
In my experience, one of the most common reasons projects derail is due to misaligned expectations. From the start, it’s crucial to establish open, honest communication with all stakeholders. Clarify what the rebrand will achieve, what it won’t, and how success will be measured.
By setting these expectations early, you’ll reduce the risk of conflicting opinions later on and create a shared vision for the project.
How I do it:
Host a kick-off meeting with all key stakeholders to discuss the project scope, objectives, and timelines.
Send a clear project brief that outlines deliverables, milestones, and responsibilities.
Keep an open channel for feedback but ensure it’s structured, such as via a dedicated project management tool or weekly updates.
2. Establish Roles and Responsibilities
Stakeholders often come from different departments—marketing, legal, IT, and beyond—each with a specific interest in the outcome. Without clear roles, it’s easy for confusion and duplication of effort to arise.
To simplify this, define who’s responsible for what, from approval processes to decision-making authority. Everyone should know their role during the project, reducing bottlenecks and ensuring a smoother workflow.
How I do it:
Create a RACI matrix (Responsible, Accountable, Consulted, Informed) to clearly map out each stakeholder’s involvement.
Identify a project leader who will take charge of driving the milestones forward and be the key point of contact for updates and decisions.
Ensure all feedback is channeled through one person or a small team to avoid conflicting directions.
3. Use Collaborative Tools to Track Progress
Managing stakeholder input doesn’t have to be a time-consuming, manual process. By using collaborative project management tools, you can streamline communication, track feedback, and keep everyone updated on progress. This transparency will help avoid misunderstandings and ensure that all voices are heard.
Production schedules, wireframe design concepts, and project trackers can be valuable tools to keep everyone aligned and accountable.
How I do it:
Use tools like Trello, Asana, or Monday.com to create a visual project timeline that stakeholders can access anytime.
Incorporate weekly stand-ups or status meetings to ensure that everyone is on the same page without getting bogged down in unnecessary detail.
Use version control for documents and designs to keep a clear trail of changes and approvals.
4. Hold Bi-Weekly Stand-Ups for Regular Alignment
Regular, structured communication can keep everyone on track without overwhelming them. Bi-weekly stand-ups are a great way to touch base, address any issues, and ensure that all stakeholders are aligned. These short, focused meetings allow for course correction before problems escalate while keeping the project momentum going.
How I do it:
Schedule 15-30 minute stand-up meetings every two weeks to check in on project progress, address challenges, and realign goals.
Keep the agenda short and focused—stick to key updates, blockers, and decisions that need to be made.
Use a consistent format for these meetings, so stakeholders know what to expect and what’s expected of them.
5. Prioritise Collaborative Exploration and Iterative Feedback
Stakeholders often have valuable insights that can elevate a brand, but managing those insights efficiently is key. To avoid a flood of disconnected feedback, create an iterative process that encourages collaboration but stays focused.
By using wireframe designs and early-stage concepts, you can explore ideas and receive input without the pressure of a final product. This encourages stakeholders to share feedback constructively while reducing the risk of late-stage changes that can derail the project.
How I do it:
Present wireframes or design mock-ups early in the process to gather feedback while still leaving room for adjustments.
Ask stakeholders for focused, constructive feedback, such as comments on specific elements, rather than open-ended critiques.
Hold collaborative workshops with key stakeholders to ensure that feedback is considered in a structured, productive manner.
6. Keep the Focus on the Brand’s Core Identity
During the project, it’s easy for stakeholders to get caught up in details that don’t align with the brand’s core mission and identity. As a result, the project can drift off course, trying to accommodate too many perspectives.
To simplify stakeholder management, keep the focus on the core values, vision, and identity of the brand. Ensure that every decision made—whether about visuals, messaging, or strategy—supports this overarching purpose.
How I do it:
Use a brand guide or manifesto as a reference point throughout the process to align decisions with the brand’s core identity.
When conflicts arise, return to the brand’s goals and ask, “Does this support the brand’s mission?”
Make the brand identity a central talking point in all stakeholder meetings to keep discussions grounded in what matters most.
Final Thoughts
Managing stakeholders during a major project rollout doesn’t have to be a headache. By establishing clear communication channels, setting roles, and using collaborative tools, you can keep everyone aligned and focused on delivering a successful outcome. Remember, stakeholder input is valuable, but structure and direction are essential to keep the process running smoothly.
When you approach these projects with a clear strategy for stakeholder management, you not only make the process more efficient but also foster collaboration and buy-in, ensuring a stronger, more unified brand identity.
Ready to tackle your next rebrand? Let’s work together to simplify the process and deliver design solutions that align with your brand’s vision.
