Engage decision makers
Engage all key people throughout the entire process. This is especially important when agreeing the positioning for your brand. If everyone is not in agreement with the new proposed position, you’ll never agree on the creative solution to achieve it.
You’ll also need their support and a united front when you introduce your brand to others in your organisation. I appreciate that it isn’t possible to include everybody all of the time and you’ll have to decide when and how to involve them.