How would you handle a client's request for branding changes that deviate from established guidelines?

Eu já cometi o erro de não compreender DE VERDADE o objetivo do projeto antes de sequer começar. Hoje ele é parte do meu processo. Crie uma etapa chamada "enquadramento do desafio" onde você vai investigar o que está tentando resolver e qual impacto pretende gerar. Isso traz clareza tanto para os profissionais envolvidos quanto para o próprio cliente.

1. Understand the request (reasons and objectives behind the requested changes) 2. Assess the impact (how the changes will affect the overall brand consistency, target audience perception, and current marketing efforts) 3. Explain the importance of adhering to branding guidelines and how consistency helps maintain brand integrity and recognition.

Client is the King so to handle this situation effectively: - thank him for his opinion after listening carefully and understanding the exact need behind the client's request and acknowledging their requirements with empathy - explain the importance of brand consistency with samples from the market -offer out-of-the-box alternatives with visuals that support your perspective - proceed with discussion to find a common ground with an accepted solution by the client or find a balanced situation for both of you

When a client requests changes that deviate from established branding guidelines, I first make sure I understand exactly what they want and why. I then evaluate how these changes might affect the brand’s consistency. I would educate the client why the guidelines are important for maintaining a recognizable and strong brand. I suggest alternative solutions that meet their needs without compromising the brand’s identity. We work together to find a compromise, and I document our discussions and approvals. Finally, I carefully implement the agreed-upon changes and monitor their impact to ensure they benefit the brand.

It is crucial to first understand the reason for the change and how it will impact the overall brand image and perception. Consider the magnitude of the change and whether it aligns the brand with the new digital age. Evaluating the change against both direct and indirect competitors can provide valuable insights. Support your argument, whether in favor or against the change, with examples highlighting the pros and cons.

Understanding client goals is crucial when addressing branding changes. This step can entirely change the path to creating the most effective brand solution. At True Impact Signs, we emphasize the importance of aligning with the client’s vision, ensuring every branding effort is purposeful and ideally measurable (but we don't always get the measurable part). Clear goals guide every decision, ensuring efforts are targeted and effective in increasing visibility, driving engagement, and expanding market presence. Clear articulation of goals builds trust and fosters a collaborative partnership, prioritizing client success above all.

Primär sollten die Ziele eines Rebrandings ausgearbeitet werden. Das neue Branding sollte darauf achten, dass es in den wichtigste Bestandteilen, Farbe gleich oder zumindest ähnlich aufgebaut ist. Die Typo sollte gut lesbar sein und es sollte auch überlegt werden, ob man für den Markenkern eine kurzen Claim erarbeiten kann. Letztlich ist auch darauf zu achten, in der Vielzahl der Kommunikationsmöglichkeiten, ist das Logo prägnant um in den wichtigsten Kanälen sofort innerhalb von wenigen Sekunden erkannt zu werden.

One thing to do is understand why client wants a change from what was earlier decided on. Then, educate the client on how consistency is key in establishing strong brand identity and deviating from the established brand guidelines can disturb the cohesiveness of brand identity. Also, make the client understand how it will overall impact the brand image.

Engaging in a discussion to uncover their motivations, whether it's repositioning the brand, targeting a new audience, or refreshing their image, allows us to provide informed recommendations. By aligning with their vision while preserving the brand's essence, we can collaboratively develop innovative solutions that meet their needs without compromising the brand's established identity. This approach ensures both strategic and creative success.

Manejaría la solicitud de un cliente de cambios de marca que se desvían de las pautas establecidas entendiendo primero los objetivos del cliente. Participar en una discusión para descubrir las motivaciones detrás de su deseo de cambio es clave. ¿Buscan reposicionar su marca, dirigirse a una nueva audiencia o actualizar su imagen? Al comprender sus objetivos, puedo brindar recomendaciones informadas que se alineen con su visión y preserven la esencia de la marca. Este esfuerzo colaborativo a menudo conduce a soluciones innovadoras que satisfacen las necesidades del cliente sin comprometer la identidad establecida de la marca.

Alternative Options: Offer creative solutions that can meet the client’s objectives while still maintaining brand integrity. This could involve minor adjustments that don’t significantly disrupt the established brand identity. Compromise: Find a middle ground where the client’s needs are addressed without completely abandoning the brand guidelines. This might involve iterative testing and feedback loops.

Propose innovative solutions that respect established guidelines while addressing client needs. Suggest tweaks that can meet objectives without compromising the brand.

Encontrando soluciones creativas. Puede ser un desafío, pero también gratificante, encontrar una solución creativa que satisfaga la visión del cliente y al mismo tiempo cumpla con las pautas de la marca. Es clave explorar enfoques alternativos que puedan satisfacer las necesidades del cliente sin una revisión completa de la identidad de la marca. Esto puede implicar ajustes sutiles en la paleta de colores, la tipografía u otros elementos que actualicen la marca manteniendo la coherencia. Presentar estas opciones al cliente demuestra su compromiso con su visión y la integridad de la marca.

Timing is the most important factor. By choosing the right timing and for its transition can be a great opportunity to keep the current clients and expanding the brand to new markets - if it's the client's need - of course.

Brand Consistency Importance: Explain the importance of brand consistency and how it contributes to brand recognition and trust. Use examples and case studies to illustrate the potential negative effects of inconsistent branding. Long-term Impact: Highlight the long-term impact of the changes on the brand’s market position and customer perception. Provide evidence-based insights to support your argument.

La importancia de educar al cliente al crear una identidad de marca radica en garantizar un proceso colaborativo y efectivo. Este proceso requiere tiempo e iteración, donde cada paso es crucial para lograr resultados exitosos. Es esencial conocer a fondo la competencia para diferenciarse estratégicamente. Como diseñadores, nuestra responsabilidad es guiar y explicar cada elección, desde elementos visuales hasta conceptos estratégicos, asegurando que el cliente entienda y valore el porqué detrás de cada decisión. Esto no solo mejora el resultado final, sino que también fortalece la relación y confianza entre diseñador y cliente.

Emphasize the importance of branding consistency across all channels. Brand guidelines play a pivotal role in shaping the unique identity and messaging of a brand, serving as a blueprint for maintaining a cohesive and recognizable brand presence.

This is a common phenomenon since while building brands or down the line, people do get excited to try out newer trends in an attempt to constantly generate/ be in the buzz. Educating the client on “staying consistent, doesn’t necessarily mean walking away from creative innovation” is crucial. And that’s the power of creativity - innovating by staying within the brand guardrails. Use past case studies, highlighting both brand successes and failures should help one sail through.

It’s important to educate clients on the risks involved in deviating from the originally established brand guidelines. Brand guidelines serve as a direction for how the brand can be applied effectively for results. And as such doing anything contrary to what the brand guidelines say poses the potential to make the brand inconsistent. You need to educate clients on the rationale behind each element in the guidelines so they can stick to it and apply it with understanding.

Firstly need to assess properly the impact. Know well clients' objective. Try to find a creative solutions.Provide clients proper information.

Negotiating changes requires a blend of empathy and assertiveness. When clients propose alterations that might challenge their brand's identity, it’s crucial to approach the dialogue with a focus on compromise. Aim to balance their desires with respect for the brand's heritage, seeking innovative solutions that honor both. Effective negotiation not only leads to a satisfactory outcome but also enhances client relationships.

Collaborative Approach: Adopt a collaborative approach to negotiate the changes with the client. Show a willingness to listen and incorporate their ideas while maintaining the core essence of the brand. Document Agreements: Ensure that any agreed-upon changes are documented and approved by both parties. This helps in maintaining clarity and avoiding misunderstandings in the future.

It all depends on the willingness to pursue creative innovation and understanding when it’s the right time to push boundaries vs maintaining boundaries. Because each has its own risk and it’s down to how is the creative strategy and execution fulfilling the large brand and commercial purpose, and whether this is a short vs long term change/enhancement or just for a campaign.

Seek Approval: If the client insists on significant deviations, seek approval from relevant stakeholders within your organization before proceeding. Document the changes and their implications to maintain transparency and accountability.

Plan Execution: Develop a detailed plan for implementing the changes. This includes timelines, responsibilities, and resources required to execute the changes effectively. Monitor and Review: Once the changes are implemented, closely monitor their impact and gather feedback. Be prepared to make adjustments if the changes do not yield the desired results or if they negatively affect the brand.

Authentic brand expression creates value for businesses, connection between organizations and their audiences, and meaning and belonging at every turn. Based on experience, this transition can be tested once the brand has various digital touch points, accordingly you can read between the lines when it comes to how audiences react.

By approaching the client's request with empathy, professionalism, and a focus on finding mutually beneficial solutions, you can navigate potential challenges while upholding the integrity of the established brand guidelines.

As far I'm concerned, the transition has to be subtle and smooth. Doing this transition in a rush is the worst thing to do on the marketing and visual level. We have a lot of exemples of failed brandings. As an illustration the branding of "Pôle Emploi" - the current french employing agency - switched to "France Travail" with a logo that provides confusion and non-sense.

I'd discuss the requested changes with the client to understand their vision and reasons. Then, I'd explain the importance of staying true to established guidelines for brand consistency. Together, we could find a middle ground that honors both the client's ideas and the brand's identity. This ensures the best results for their goals and our standards.