As marketers, it’s easy underestimate how hard transformation can be.

But a brand – and its employees – must constantly be changing to survive.

At the Silicon Valley Roundtable Discussion and Dinner last week, CMO Club members discussed the importance of transformation, techniques to get everyone engaged in the process and key moments where transformation and flexibility within a brand are crucial. Led by Robin Matlock, CMO of VMware, the discussion began at a logical point:

Diving In

First things first: embrace transformation as a CMO and team. It can be difficult to give up an existing behavior or strategy – especially if everything appears to be going well – but this process is less about fixing things and more about staying on the cutting edge of innovation and expansion.

Quite frankly, being a dynamic leader could be the difference between the success or failure of your company.

As a CMO, you can play an important role in leading a thriving team that doesn’t just change with emerging trends, but creates them.

Stay True To Your Brand’s DNA

It’s easy to recognize a need for continuous transformation, but much harder to realize this goal. The secret to creating a process that sticks, is to make sure you stay true to your brand’s voice and internal culture.

Transformation is a team effort – so start by getting everyone involved.

As a team, brainstorm and discuss who your brand is and what you do well. Then, choose 5 words to build on when telling a story – and start writing.

These narratives will be the content that filters into your existing marketing themes, and will evolve as your brand changes.

Transform When It Matters Most

Taking the time to streamline your process now will lend well to future scenarios that become stressful.

Think about a launch – how does your team behave during crunch time? Are they stressed? Does your brand have a simplified process that employees can return to when the pressure is on?

It all comes down to the transformation process and the checklist that you have put in place beforehand. This gives your team an established reference point and platform from which they can launch innovative ideas while staying true to the brand culture.