Your client wants to stray from brand guidelines. How do you ensure brand consistency and loyalty?

When a client wants to deviate from brand guidelines, I approach it by understanding their reasons first. Then, I explain the importance of consistency in maintaining brand trust and loyalty. For example, when a client wanted to use an off-brand color, I provided data showing how our current palette resonated with the audience. I offered alternatives that met their needs while staying true to the brand. Compromise, backed by data and a clear explanation, often leads to a solution that satisfies both the client and the brand’s integrity.

Most people claim they want to change their brand when really, they want to evolve it, holding onto the heritage pieces and refreshing elements that now seem outdated, either because the market/society has moved on or the brand itself has grown. The first thing to do is to sit down and have an information exchange where you discuss the 'why' behind the evolution and ask the right questions. These should not only be about the existing brand and new vision but about key stakeholders, resources (time and money), preferred timelines, and any market research that has been done or needs to be.

Brand guidelines are essential for maintaining consistency and market recognition. Deviating from them risks weakening the brand’s identity, so any changes should be carefully considered to ensure they enhance, not dilute, the brand’s impact.

If clients want to stray from brand guidelines, remind them why consistency matters. Sticking to the brand’s core identity builds recognition, trust, and loyalty. But don’t shut down their ideas—ask why they want to change things. Sometimes, it’s about adapting to new trends or trying something fresh. You can find a middle ground. Suggest minor updates or create a new campaign that experiments while keeping the leading brand intact. Help them see the risks of confusing customers with significant changes but stay open to evolution over time so the brand remains relevant.

Not all clients are aware of the importance of brand consistency. As a brand manager, it's your role to educate them, ensuring they understand how guidelines maintain identity, build trust, and drive long-term success.

When change is necessary, updating brand guidelines is crucial. Ensure the process is collaborative, aligning new elements with the brand’s core identity. Clear, accessible guidelines prevent inconsistencies and help clients embrace the new direction.