You're faced with client requests for last-minute changes. How do you maintain brand messaging integrity?

Often, requests for changes to the campaign by the client carry anguish behind them. It is necessary to practice empathy with humility to try to understand the reason for insecurity. If the change is justified, we try to comply so as not to compromise the main idea. If this is impossible, we move on to the technical defense from our point of view. When this doesn't work, we suggest creating a new campaign from the new orientation. If the client still insists on moving forward with the committed creation, we share responsibility with them for any losses in the result.

Brand messaging integrity starts with a clear understanding of what your brand stands for. According to a study by Lucidpress, consistent brand presentation across all platforms can increase revenue by up to 23%. This underscores the importance of having a well-defined brand message that serves as the foundation for all communication and marketing efforts. Before implementing any changes, evaluate how they align with your established brand guidelines. Use analytics and customer insights to support your decisions. For example, if the client's requested changes conflict with data showing strong customer engagement with current messaging, present this information to support your position.

At JUICE, we had a client who wanted to tweak the messaging of a campaign just before its launch. I knew these changes might dilute the brand's core message, so I set up a meeting to discuss it. I explained how consistency is crucial for brand recognition and trust. We reviewed their suggestions and found a way to incorporate some of their ideas while keeping their main message intact. By showing them the potential downsides of abrupt changes, we reached a compromise that preserved the brand's integrity. The campaign went live and was well-received, proving that maintaining clear communication and guiding clients through the implications of their requests is core to preserving brand consistency.

If the requested changes pose a risk to brand integrity, offer alternative solutions that address the client's concerns while staying true to your brand. This may involve slight adjustments to messaging or visuals that maintain the essence of your brand while incorporating the client's input. While maintaining brand integrity is crucial, it's also important to remain adaptable. Be open to evolving your brand messaging when necessary, but ensure that any changes are thoughtfully integrated into your overall brand strategy.

Setting clear boundaries with clients from the onset of your partnership is crucial. A survey by CoSchedule found that marketers who proactively set expectations with their clients are 312% more likely to report success. This involves outlining what aspects of the brand's messaging are non-negotiable and which areas have more flexibility for changes. Educating your clients on the importance of brand integrity is an ongoing process. Share insights on why consistent messaging matters and how it contributes to brand recognition and trust.

En tant que designer graphique, je suis souvent confrontée aux changements d'avis de mes clients. Dans ce cas de figure, je leur propose un rdv de vive voix pour discuter du changement et des raisons de celui-ci. Dans ce rdv, je donne systématiquement mon avis sur l'impact, les inconvénients et les conséquences d'un tel changement. Dans 9 cas sur 10, les clients comprennent le raisonnement, ont une vision élargie de la décision et suivent mes conseils.

Perform a quick review of your brand elements across channels to ensure any approved changes are implemented consistently. This includes checking logo placement, color schemes, font usage, and core messages. Pay special attention to social media channels, as they are particularly vulnerable to inconsistencies due to their dynamic nature. If the changes are significant and approved, promptly update your brand guidelines to reflect the new elements. After accommodating last-minute changes, conduct a thorough review to assess their impact on brand messaging integrity. Use this information to refine your processes and inform future decisions regarding client requests.

Some changes can make sense and should be considered. Sometimes, customers' suggestions should be treated as a briefing of what they want to say, but these should be translated into the brand’s voice to ensure consistency. If a customer's request does not align with the brand, this should be explained, as customers might not always have these aspects in mind. Often, they can be convinced through explanation. If the customer insists on the change, it is futile to resist. It is important to point out that this could have negative effects on the brand image, preferably in writing, either via email or in the meeting minutes. This way, if there are later issues with meeting KPIs, there is written proof that you advised against the change.