the words client and supplier, when we talk about a branding project, tend to poison the process if we do not dispense with the backpack of connotations they usually carry.
the relationship between the two parties on either side of the table should not be understood as that of a superior who is in charge because he is the one who pays and an inferior who disciplinarily obeys orders to satisfy the client's needs. sometimes, what the client wants is not what he needs and the branding expert must be able not only to identify it, but also to communicate it to the client. contravening the client's requests does not necessarily mean going against the project, but it may be doing a great favor to the brand.
let's lose the fear of being able to express our professional opinion, even if it goes in the opposite direction to what we are asked to do. the client must understand that he is not paying us for what we do, but for what we know, and the moment he is able to value the work in this way, the table will no longer be the barrier that separates both parties and will become the board where we work together. in this way we will become what the english call partners, because the client is not always right.
