Was sind die häufigsten Konflikte zwischen Kunden und Branding-Projekten?

One of the major conflicts I've seen and experienced is the belief that with a new brand, a new company is born. New beliefs, values, and organizational ethos doesn't change just because the colors and logo are fresh and new. The hard work has to happen with leadership - making sometimes difficult decisions - to herald a new way of work within that org. Stated Brand Identity is very different than a Brand Culture.

Branding takes more than just a logo. Designers have a part to play and so does the client. I've worked for different clients with different perspectives on branding. Some think creating a successful brand is just a nice logo and fancy brand identity. Logos and brand identities form part of the branding picture but what they ultimately do is to create an impression in the mind of the consumer about who you are. What is going to retain customers largely lies in your competence as a business. I've found myself in situations I never want to be in because I failed to explain thoroughly to my clients what role I am playing in building their brand. A clear and realistic brief makes the whole project enjoyable and satisfying.

Le manque de compréhension ou une vision erronée du branding peuvent faire que le client aura du mal à se projeter pleinement dans son projet. Il est important de définir ou de redéfinir dès le début des bases stratégiques pour établir des objectifs clairs et réalistes. Au-delà de l'accompagnement calendaire et de la communication, il est possible de rassurer son client en vulgarisant votre expertise et l’aider à saisir les enjeux d'une l'image de marque et l’impact de celle-ci. Pour cela des cas clients, des chiffres clés ou encore des témoignages peuvent appuyer votre échange.

Clients often clash with branding projects over unclear expectations. Prioritize transparent communication and set realistic goals. Conflict arises when creative visions misalign; ensure a shared understanding from the outset. Shortcut: Regular checkpoints prevent misunderstandings, fostering smoother collaboration.

Effective client-agency relationships in branding hinge on mutual understanding. It's crucial for the agency to grasp the client's business operations and values. This alignment helps set realistic expectations. Equally, clients should recognize that branding results aren’t immediate but evolve over time. Continuous communication is key. Agencies must manage expectations by clarifying achievable outcomes and timelines, fostering a partnership based on transparency and shared goals without stalling.

If you are having to defend your concepts, the client is likely not open to or ready for change. It's time to take a step back and conduct some research to support your rationale. While a client might not listen to an agency, they will listen to their customers' feedback. Your client's brand lives in the mind of their customers, it matters what they say about the brand.

This has been very problematic for me in my field. I get clients who have such attachments to their old logos or designs they have seen online. What saddens me the most is they boldly tell me to make almost the same logo as what they have seen online and honestly that gets my heart boiling. How do you pay me to copy someone else's work when I can do something way better for you. One thing that has proved fruitful for me is communicating the effects of such practices to my clients. Honestly, communication is key when you find yourself stuck with a client who wont let go of some design. You need to thoroughly and in the most clearest way possible explain to your clients why their idea wont work for their brand.

Valider ensemble une stratégie globale permet de définir la suite du branding avec une base à laquelle se référer pour prendre des décisions. Cela doit se faire en fonction de sa niche et de son public et non en fonction de ses propres goûts. Parfois les goûts personnels se rapprochent des goûts des cibles mais il faut éviter le plus possible l’écueil « j’aime / je n’aime pas » . En tant que prestataire également, il est important de partir de cette base pour être innovant, faire des choix pertinents et personnalisés. Cela permet enfin à certains clients de se rendre compte qu’une identité copiée collée, par exemple, n’apportera pas de valeur ajoutée et pourrait faire régresser son image de marque.

There's a tendency for clients to brand for the business they have now instead of the one they will have in the future. The urge to copy or mimic what others are doing comes from them wanting to capitalize on what is already working for someone else instead of trusting that they can brand from their own unique point of view. It also leaves them with a short-term solution and is the biggest reason why re-branding is so popular as a short-term solution. Personal brands in particular should be built for evolution not reinvention, with plenty of room for growth and change locked in at the beginning. This required a heavier lift on the client's part upfront and is most successful when they are encouraged to know their big vision at the start.

I've found that conducting workshops with stakeholders helps integrating them into the design process. This approach not only provides them with a deeper understanding of the research but also allows insight into their client interactions. Consequently, it fosters a connection with the final results, making it more relatable to the entire process.

Clients will like to bully you when they sense you have no control over your skills. Let's be realistic here, when you have no control over your craft, clients will take over. You need to set the tone right from the beginning. A clear brief serves a guide throughout the project and prevents such unhealthy practices. Personally, I have been bullied by clients because I failed to exhibit control over my craft. Once I decided to go communicate effectively and apply what has been agreed on in the design brief, my job became simpler. I honestly enjoy and take pride in my work and I know my clients do too.

Implement a 'guided autonomy' approach. Allow clients to feel in control by presenting them with structured choices – for instance, A/B testing different branding elements. This strategy gives them a sense of ownership while you guide them towards the most strategically sound options.

Be a partner! Help them discover not just what they want but, more crucially, what they need. Setting goals with stakeholders before starting the project can bring clarity to both parties. Whether it's achieving economic growth or expanding the user base, a branding project doesn’t necessarily have to be eye-catching but should be helpful in reaching your client’s goals.

Communication is Key: Foster open and transparent communication to build trust. Regular updates and clear articulation of plans can mitigate the need for excessive control. Setting Expectations: Clearly define expectations from the outset. When both parties understand their roles and responsibilities, it paves the way for trust to flourish. Establishing Trust Over Time: Trust is a gradual process. Consistently delivering on promises and showcasing reliability can gradually reduce the need for stringent control. Acknowledging Client Involvement: While trust is essential, recognizing the client's desire for involvement is crucial. Providing avenues for client participation can contribute positively to the relationship.

One thing I've come to realize about money in design is, If you don't believe you're that good to be charging that much, then you need to probably reduce your prices because if you don't believe you're that good, then your clients and prospective clients might be thinking same too. Design is about constantly learning and adding value to your craft. Design is a field for creative thinkers and learners. If you want high paying clients, be ready to make exceptional designs. If you want high paying clients, be ready to learn and be the best version of yourself.

Adopt a milestone-based value demonstration. Break down the branding project into phases, demonstrating the value added at each stage. This approach helps clients see the tangible benefits of the project as it progresses, justifying the cost and effort involved.

I've noticed that clients gain more confidence in the value when they see the deliverables listed. Typically, I include two packages in the quote: Normal (covering essential deliverables tailored to their project) and Plus (includes all Normal deliverables with some additional nice-to-haves). This brings the project into tangible terms, giving them control to decide the level of investment they’re willing to make.

The customer usually thinks that with a brand book and a good logo, she should find a position in the market by herself. Regardless of the fact that building the brand identity and story is the first step of branding activities. Branding is a long-term process, you have to be patient and prove to the audience and customers over time that we stand by the promises we made and that what we said was not just a bunch of empty slogans. Gaining trust is a time process

Aim to build a relationship. Handling a company's brand is a precarious thing, it's more than just one image or one idea. Whether you're working with a one-man shop or a Fortune 500, part of the job entails managing people. You need to listen, guide, advise, direct. It's more than a basic transaction. If you seek to build relationships with the decision-makers you work with, the project will turn out great, even if there's some road bumps to work through.

In my experience, clients don't understand why they are embarking on the branding exercise, other than 'it's time for a revamp'. Most conflicts arise when the agency simply agrees without challenging why. Is it worth $X to rebrand or is that money better spent building a better CRM? If the product is the same, it's really lipstick. "Maintaining relevancy" is marketing jargon, it's not a reason. Get clear on the problem, and be clear that rebranding or branding will help solve the problem or communicate the change. This is where trust is built, not sitting behind a designer asking for 247 shades of blue and 'use Papyrus font because my child likes it'. That's jus appeasment and the result will be nothing of consequence.

A common theme between branding clients is the tendency to lean more towards the safer solution, which is fairly understandable. However, branding creatives sometime like to play it on the edge, coming up with risky solutions to shock the market. While this type of solutions is suitable for certain brands, not all clients embrace (very creative) solutions. This difference in perspective could cause conflict, communication and addressing the issue will lead up to the right solution.

Communication breakdowns: Inadequate communication on either side can lead to misunderstandings, delays, and frustration, hindering the project's progress. Clear, consistent communication is essential for ensuring that everyone is aligned on project goals, timelines, and expectations. Regular check-ins, feedback sessions, and the use of collaborative communication tools can help bridge any gaps and keep the project on track.