As your brand grows, you will likely engage a variety of experts, whether you hire them as agency teams or build a team of experts internally. That means that you will have a mix of opinions on what the brand should do next, and it’s critical that you have a process for taking in these ideas, synthesizing them, and then deploying them in a way that is consistent and impactful for the brand. All too often we see brands with separate teams for social media and PR, for example, representing the brand in different ways. That’s confusing for the customer and will hurt your marketing in the long run.