Branding is one of the most impactful investments an organization can make, but it can also be one of the most difficult to get approved.
Boards, leadership teams, and internal stakeholders often see branding as a “marketing initiative” rather than a strategic investment. They hesitate to commit time, resources, or budget without understanding how branding impacts operations, recruitment, revenue, and engagement.
So, how do you get everyone on board?
Why Branding Faces Resistance
Organizations often struggle to gain branding buy-in for a few reasons:
- Decision-makers don’t see branding as essential – They focus on short-term revenue and operations.
- Branding feels abstract – Leaders struggle to understand its direct impact.
- Fear of change – Stakeholders worry about how branding will affect existing perceptions.
“Buy-in is more than agreement, it’s about giving everyone the confidence to move forward together.”
– Carl Sandusky, Design Director
How to Get Buy-In for Your Branding Initiative
If you’re struggling to get leadership or board approval for a branding project, try these strategies:
- Frame branding as a business investment. Show how branding impacts growth, recruitment, and retention; not just marketing.
- Bring in an outside perspective. A neutral facilitator (like Mercury Creative Group!) can help navigate tough conversations.
- Provide data and examples. Use case studies and market research to highlight branding’s impact. Need some examples: check these out!
- Start small. If a full rebrand feels overwhelming, start with a brand strategy session to lay the groundwork.
“When you get your brand right, your priorities naturally fall into place. Branding isn’t just about visuals, it’s the foundation for operational success.”
– Justin Bieganek, Founder + Brand Advisor
Take Action: Secure Buy-In for Your Branding Efforts
If your leadership team or board is hesitant about branding, we can help. Mercury specializes in guiding organizations through the branding process—from initial conversations to full implementation.
Let’s discuss how we can help you gain buy-in and build a brand that aligns your entire organization.
