There is so much to learn about the ever-evolving human brand with controversy, and if you don’t know where you should start, we can help you with that. You can use this information to help grow your brand and become more successful.

The Relationship That Brands Have With Their Target Audience

Not all brands have the same relationship with their audience; this will differ based on various factors. These factors can include the brand’s personality and voice. A brand’s relationship with its target audience needs to be consistent with the rest of its branding; if it isn’t, this can send customers mixed signals that will confuse them and weaken your branding.

Your target audience needs to feel understood, and they should feel like your brand is helping them in every way that it can. This needs to be communicated to them to know your brand values. More brands than ever before communicating with their target audience, and this open dialogue benefits both the brand and the audience.

Why Brands Need To Be Open And Transparent

Customers have more leverage over the brands they engage with. This was not the case before, but we have seen this change occur, and some brands have handled this change better than others.

People expect more from brands and want to be kept in the loop. If you can not do this, you will be left behind by your target audience, looking for brands that can give them what they want.

Brands need to be transparent about what they are doing and why they are doing it. People are less likely to tolerate a brand that cannot do this. There are different types of controversies that a brand can have surrounding it, but you don’t want your brand dealing with people who don’t trust you anymore.

Brands And Controversy

Brands have embraced using different techniques to help them stand out when marketing what they have to offer. One technique that brands can use is controversy. Brands have started controversial campaigns that bring them more attention than they have ever received before, and they use this increased reach to introduce their brand and what they have to offer to anyone who will listen.

Some brands want to take this type of risk, and it works for them, but others don’t want to risk the trust and position they have already gained. A corporate branding agency can help brands create a strategy that will work for them and their target audience.

The Ever-Evolving Human Brand

Brands need to become more human if they want to communicate with the target audience and build customer loyalty. People want to know what a brand stands for, and if a brand can share this with people in a genuine way, they will have succeeded in gaining new customers and making them want to stay and find out more about the brand and what it is planning on doing.

To become more human, a brand needs to communicate with its customers often, but it also needs to understand its customers. If a brand doesn’t know who its customers are, it will have difficulty connecting with them. Branding agencies can help brands communicate with their target audience successfully and build long-lasting relationships that will benefit both the brand and the customers.

Making a brand feel human will not be easy, but the results will be worth it. You need to focus on your brand’s personality and voice and keep them consistent when communicating with your target audience. Creating a guide can help you stay consistent, and if you don’t know how you can do this, then a creative branding agency can do it instead and tell you what you need to know.

When making your brand more human, you need to make it seem like one of your customers. Your target audience should relate to what your brand is all about. If they can relate to it, they will support it and what it wants to do. Even if it’s a controversial campaign, your target audience will stand by the brand. This show of solidarity will cause other people to become interested in your brand and want to know why your customers are so loyal. This is the type of exposure you want to get when your brand is surrounded by controversy. It would help if you controlled the narrative to decide how people look at your brand.

Conclusion

People expect more from brands now than they have before, and brands need to keep up with these changes, or this will be left behind. Being open and transparent is essential to people, and brands need to give that to their customers. If a brand can do this, then if they decide to use a controversial campaign to increase the number of people they can reach, their customers will understand what the brand wants, and they may help the brand to get more people.

Not every brand can use controversial human branding, and using branding agencies to help you decide if it’s what you should do is essential for the best choice to be made.

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Following is a handpicked list of Top Decision Tools, with their popular features and website links. The list contains both open source(free) and commercial(paid) software.

Decision Making Techniques and Tools

1) SWOT Diagram

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. SWOT Diagram is an important management application that helps any organization to assess its current situation. It works as a basic guide for strategic planning.

Tool to create SWOT Diagram: Creately

Creately is an easy way to create SWOT diagrams online. It is one of the best tools in decision making that contains 100s of readymade SWOT analysis templates. It has a user-friendly interface that enables you to customize your diagrams. You can use this tool to collaborate around your organization strategies in real-time.

2) Decision Making Diagram

Decision making diagrams are graphs that enable you to map out the decision you have taken. It is one of the best decision making methods that helps you to estimate eventual actions based on the outcomes and risks. You can use this diagram for planning team strategy.

Tool to create Decision Making Diagram: Lucidchart

Lucidchart is a tool that helps you to build decision tree diagrams. This software can be used to collaborate with your teammates in realtime. It enables you to visualize potential paths and examine outcomes. Lucidchart can simplify decision making process using technical diagrams.

3) Strategy Map

Strategy map is a diagram that can be used to document strategic business goals. This map is created during the planning process of business. It is used as a primary material to check-in and review meetings.

Tool to create Strategy: Cascade Strategy

Cascade Strategy is a decision making tool that provides a drag and drop interface to build strategy Map. This tool supports a wide range of frameworks. It is one of the best tools for business decision making which allows you to export map to the PDF file format.

4) Decision Matrix

A decision matrix is a technique that contains values that helps you to identify and analyze the performance of the system. The elements of a decision matrix show results depend on specific criteria.

Tool to create Decision Matrix: Mindtools

Mindtools convert your data into row and column. It represents table row as your decision and factor as a column. It is one of the best decision analysis tools which enables you to score each option from 0 (indicate poor) to 5 (indicate very good).

5) Pareto Analysis

Pareto Analysis is a method for decision-making. It is also known as 80/20 rule meaning, 20% of your activities will account for 80% of your results. It is used for prioritizing possible changes by identifying the problems and resolve them.

Tool to create Pareto Analysis: Visual Paradigm

Visual Paradigm helps you to add or input data to your pareto chart easily. It is one of the best tools of decision making that enables you to change chart’s fonts and colors without any hassle. This tool automatically generates a chart based on the data available in the Google Sheet. Visual Paradigm allows you to resize the chart to any dimension.

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If we get to classify the situations our customers face in their day-to-day when implementing Atlassian software tools, in most cases, the large majority of people who should use them, reject them because there are shortcomings that haven’t been considered beforehand the implementation. The cases vary, ranging from the use of office applications such as Excel and Outlook to ticketing tools such as OTRS, Zendesk, ServiceNow, and even unsupported versions of Jira.

Our first approach to deal with this situation, in order to achieve successful change management is to analyze it from a higher point of view to determine the root causes. Once that’s identified, we approach the situation from two viewpoints:

•    Technical: We understand the specific causes and procedures that have led the customer to decide to change their current tools for Atlassian products, allowing us to propose what products could potentially solve the problems and needs.
  
•    Cultural: Users’ perception of current software tools is usually one of the most common causes. People tend to perceive them as useless; therefore, they seek other solutions outside these tools (which initially were imposed without further consideration) and disrupt the system, which brings us back to the technical aspect.

Whenever an enterprise software tool (management or ticketing) is changed, which is a significant change, it’s very likely to generate resistance to change among organization users. At DEISER, we know that proposing a technical solution is necessary; however, this proposal could be insignificant if it’s a cultural problem.

What should an organization consider when changing its software?

John Kotter, professor emeritus of Harvard University, twenty-one years ago, published a book called “Leading Change” there, Kotter presented eight phases to a methodology that helps to change. This process applies to different situations: for personal and organizational change.
In the case, an organization is considering changing its software toolset, and it’s expecting those to be accepted within the company culture, we propose to follow this series of steps designed to be focused from the company’s cultural point of view:

1. Create a sense of urgency

Getting people out of their comfort zone is one of the first steps to take during the process. This will allow people to understand the need for change, and it’s beneficial both individually and organizationally. Some keys to creating this sense of urgency include:

•    Before formulating the need, it’s necessary to discuss the current problems with the entire organization and gather all opinions.
•    Address all the concerns of the team.
•    Making the problem visible to the organization.
•    Create the need.

Spend time enough time on this step. This point is critical, and it’s necessary to have the entire organization on board.

2. Create a team or alliances

Identify team leaders. Involve them as part of the change to create a common front; this is a valuable strategy, especially if each of these people belongs to different teams; that way, you’ll have change agents in different places throughout the whole company. This team of people will be driven by a sense of urgency and will help convince the rest of the organization about the need to change. This team should, among other things:

•    Analyze risks and challenges related to this change.
•    Have regular performance measures available.
•    Assign roles and responsibilities to these change leaders.

3. Create a vision for the change

Change can be challenging to understand, especially for less involved teams. It’s necessary to create an easy-to-understand vision that summarizes the main objective. By making the vision more tangible and straightforward, it will be motivating.

These first three steps are relevant functions that, usually, the team of consultants should perform during the pre-sales and execution phases of a software tools change project; In this particular step should cover the following:

•    Before introducing the need, it’s necessary to discuss the problems with the whole team and gather every opinion.
•    Address all of the concerns of the team.
•    Make the organization aware of the problem.
•    Create the need.

4. Communicate the vision of change

Once the vision is defined, it must be shared with the organization. At this point, it’s common to find resistance among the different teams.
For change to be successful, it’s essential to detect what generates that resistance to the proposed change and create channels of conversation to explain the reason for the change through the established vision. To make communication effective, consider these factors:

•    Establish a mechanism to receive feedback based on people’s concerns and doubts.
•    Ensure the entire organization is aware of the motives for the change and has access to the vision; find a way to make them part of the change.
•    Communicate constant, straightforward, and simple.

5. Empower the team and eliminate the barriers

During the first four phases, the team will be detecting hindrances that could potentially slow down the change. It’s necessary to identify those as soon as possible and neutralize them. The actions recommended at this point are:

•    Analyze the obstacles from the worker’s perspective.
•    Clearly understand the obstacles and break them down for better analysis.
•    Provide proper training to empower individuals of different teams.
•    Ensure there’re channels to communicate about possible hindrances.
•    Convince people to collaborate in implementing the change actively

6. Define short-term objectives

Implementing changes is a long-term goal, and it can demotivate the team if they don’t have short-term objectives. It’s positive to define them for shorter time frames. It will help achieve them easier, providing a sense that the vision of change is implemented step by step.

Defining short-term objectives implies less pressure. When planning the implementation of these “bits of change,” the prioritization of the initiatives must also be considered. The failure to meet an objective at an early stage of change can lead to demotivation.

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