Client as partner
Sparks of ideas, design innovation, making a brand come to life. These are all part of picture (and more) in giving businesses and organizations the boost they need. The center of all this is also one of the great things about the creative field: collaboration. If you’re a client, you’re an important part of the creative mix - including good direction, clear feedback and tossing the ball back and forth.
Client as coach
Think of it as a ballgame (sports metaphors are always fun…and pretty accurate!). It’s about getting the team to perform at their best level and for the coaching to net the best result. When you, the business owner, entrepreneur, artisan or organizational leader, bring on a creative team to guide your branding, marketing and design, we look to advise and lead you in the right direction…and we look to you to guide us, too.
Start with the positive
Begin on a high note, even if you’re not totally satisfied. A simple “Thank you for your hard work” or “We appreciate you caring for our brand” goes a long way to creating a feeling that’s collaborative and kind. If you DO like the work, praise-away! Share your enthusiasm for what works and for getting the strategy on its feet. It can be challenging if you don’t have the vocabulary for the intricacies of design, let’s say, but don’t let that stop you. Just be honest and clear. We’ve all been there. A criticism, a complaint, a negative response. It’s a natural part of the business world - nobody’s perfect. But how was the message delivered? Was it with professionalism and respect? Or was it curt, vague and unappreciative - or somewhere in between?
Be specific, give good direction
What exactly do you like? “I love the energy!” What don’t you like and why? “It’s not working” is not very helpful, so try to flesh out the reason why. Instead, “This feels off the mark, let’s add more imagery” or “It could be bright and bolder” gets closer to the core.
A manager in the big leagues would probably not say “Go faster!” But they might say “Let’s work on your speed around the bases. Sprints and lunges start tomorrow.” In our world, something like “I’d like to see our founder’s personality in the writing” is more helpful than “Make it more interesting.” Remember, a spot-on marketing brief puts the creative team on the right path - it’s a signature tool at Gig Marketing. This one-page executive summary is a snapshot of the brand, tone & feel, target, special notes and the almighty brand positioning (your image, identity and brand personality in one descriptive and true statement).
Allow room
Let creatives do their thing - even let them play outside the box (they can always be pulled back). You hired the designer, marketing pro, writer, etc. for their skill and talent. Be confident in their abilities and welcome their input - just as long as they are putting your business in the best light. Yes, some creatives go off-road and present wild ideas to hopefully give you a boost, but it could be to give them a boost instead. Give them the opportunity to show off their expertise with you at the forefront!
Inspire
Creatives take your marketing directives and make them exciting to your audience by excellence in design and writing. Knowing your brand will become elevated is a rewarding feeling - for everyone involved. Your enthusiasm for their work helps them score!
(published 2024)
