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When it comes down to it, the working relationship between a
branding firm and a brand defines the most important aspect of the
creative process. And this process can manifest in a variety ways,
through a spectrum of rigid and loose approaches. In the end, the chosen
approach will be a huge determining factor for the outcome of the work.
But regardless of what kind of working relationship is established, the
key to a better process is trust.
Any approach can have its benefits as well as its downfalls, but for the most part, a rigid process is characterized by stressed deadlines, fixed budgets, and safe solutions. Though, from another perspective, these more prudent approaches are also seen as more trustworthy, mainly because they are also more predictable. So, for larger companies, those that have multiple levels of management and out of necessity must rely on conservative decision-making processes, this type of approach is most likely the best option. Still, we can't forget that for whatever is gained in predictability is sometimes lost in true creativity. In other words, conservative processes often produce conservative work.
On the other hand, there are very loose methods. These types of creative process can be characterized by nebulous goals, blind-eyed budgets, and often-risky results. Yet, the work is produced much more organically and collaboratively. Therefore, an approach of this sort will work well with smaller businesses and newer organizations, those that are energized by their brand's potential. The ideal candidates for this approach will be willing to spend money in order to make money, investing in imaginative ideas - ideas that they have helped to build from the ground up. Still, don't forget that there is risk involved with this type of process, because while it may produce more innovative results, there are no guarantees.
Though creative process can extend from one end of the spectrum to the other and back again, what's clear is that the whole reason for a process, rigid or loose, is simply to build trust. The most important element of any relationship is trust, and that includes the relationship between branding firms and the brands they work with. Regardless of the size of the company or their risk-tolerance, trust must be established for any real results to be accomplished. Mutual respect, honest and open communication, and accountability are just a few steps in the right direction. But the relationship gained from this kind of trust will make the "process" so much more effective.
Any approach can have its benefits as well as its downfalls, but for the most part, a rigid process is characterized by stressed deadlines, fixed budgets, and safe solutions. Though, from another perspective, these more prudent approaches are also seen as more trustworthy, mainly because they are also more predictable. So, for larger companies, those that have multiple levels of management and out of necessity must rely on conservative decision-making processes, this type of approach is most likely the best option. Still, we can't forget that for whatever is gained in predictability is sometimes lost in true creativity. In other words, conservative processes often produce conservative work.
On the other hand, there are very loose methods. These types of creative process can be characterized by nebulous goals, blind-eyed budgets, and often-risky results. Yet, the work is produced much more organically and collaboratively. Therefore, an approach of this sort will work well with smaller businesses and newer organizations, those that are energized by their brand's potential. The ideal candidates for this approach will be willing to spend money in order to make money, investing in imaginative ideas - ideas that they have helped to build from the ground up. Still, don't forget that there is risk involved with this type of process, because while it may produce more innovative results, there are no guarantees.
Though creative process can extend from one end of the spectrum to the other and back again, what's clear is that the whole reason for a process, rigid or loose, is simply to build trust. The most important element of any relationship is trust, and that includes the relationship between branding firms and the brands they work with. Regardless of the size of the company or their risk-tolerance, trust must be established for any real results to be accomplished. Mutual respect, honest and open communication, and accountability are just a few steps in the right direction. But the relationship gained from this kind of trust will make the "process" so much more effective.
About the author:
Craig Johnson is the chief strategist and co-founder of Matchstic, a premier brand identity house. His Atlanta branding agency helps organizations create passionate brands that are memorable, relevant, and lasting. Specializing in brand development through brand strategy, positioning, business & product naming and brand identity services, Matchstic's brand architects forge positive change and accomplish business objectives through creative thinking and smart design.
Craig Johnson is the chief strategist and co-founder of Matchstic, a premier brand identity house. His Atlanta branding agency helps organizations create passionate brands that are memorable, relevant, and lasting. Specializing in brand development through brand strategy, positioning, business & product naming and brand identity services, Matchstic's brand architects forge positive change and accomplish business objectives through creative thinking and smart design.
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