Include a small decision group with a leader who owns the business direction and people responsible for marketing and customer experience. Ask sales, service, operations, and selected customers for evidence about where the current brand helps or confuses people. Their input matters, but asking everyone to approve every design choice can stall the work. Name one final decision-maker and agree which milestones need that person’s approval before the project begins.
Set written criteria for the decisions: who the brand serves, what it should communicate, what must remain familiar, and what outcome the business needs. Gather feedback against those criteria at planned checkpoints, then consolidate it into one response for the project team. This keeps a useful range of perspectives without turning preferences into competing instructions. REX’s Brand Strategy service describes the research and alignment work that can inform those choices.