Groupthink, as defined by Merriam-Webster, is “a pattern of thought characterized by self-deception, forced manufacture of consent, and conformity to group values and ethics.”

Such conformity to group opinion can be a real danger when company leaders, believing that they and those around them have an accurate sense of their brand’s reputation, fail to generate external feedback prior to making branding decisions. Brand evaluation and reorganization can be a very positive and healthy thing. Every business must evolve to survive. Messages need to be updated. Websites refreshed. Ads evaluated. But when tackling these challenges, it is important to remember that public perception is what really matters, and that perception can sometimes vary widely from what’s assumed by the top brass.

For example, members of your sales team might not feel comfortable  speaking up about their distaste for the current logo when sitting across from the company’s top executives, who likely approved that very design.

Your company’s clients, however, will probably have no qualms about being more direct.

So, what options are available for gathering meaningful data on corporate brand? Here are a few that can be much more valuable than an internal discussion in the conference room:

• One-on-one meetings with customers
• Focus groups
• Ad Readership Studies (if appropriate)
• Online survey tools like those offered by Constant Contact or SurveyMonkey.

In other words, don’t just make sure you are asking the right questions; make sure you are you asking the right people. Internal discussions are necessary, but the most coveted opinions should be reserved for customers and potential customers.