The art of successfully managing the project process during a branding engagement is an often overlooked skill set. Typically, the end result – a best-in-class website, sophisticated visual identity, or robust suite of marketing material – gets all the glory.
Ultimately, the journey the client embarks on to receive an elite brand program is what makes or breaks a prosperous engagement and client satisfaction. At MonogramGroup, we put a huge priority on the unsung intangibles, navigating our clients through the realities of project management by adhering to best practices that maximize the outcome.
Managing a complex project takes patience, flexibility and focus to master. The “perfect” project from start to finish is as likely as finding the Holy Grail, so the ability and approach to navigate the inevitable ups and downs make all the difference. We’ve found that abiding by these best practices yields optimal results for everyone.
#1: Get ahead, stay ahead
Once we have a confirmed scope we hit the ground running, onboarding the client, establishing effective lines of communication, and scheduling key presentation meetings weeks or months in advance so we all have milestones to follow. We “stir the drink” and keep workstreams moving throughout the engagement by being early to meetings, managing expectations, and keeping a pulse on our client’s daily and weekly needs.
We appreciate it’s likely the first time a client team has participated in a branding exercise, so setting the tone from Day 1 and conveying confidence and professionalism yields immediate dividends. It’s on us to pave the way for our clients, not the other way around.
#2: Overcommunicate
We take the phrase “leave no stone unturned” to heart by frequently, transparently and concisely communicating with our clients through an engagement. We never want them to feel unsure about anything, so direct and frequent communication on project scope and budget, for example, is imperative to keep everyone apprised of project progress at all times.
It’s also important for us to be active listeners, which improves our understanding of how a client team acts, building trust and solving problems efficiently. Through active listening, we think twice before we speak with our clients and avoid overpromising and underdelivering.
#3: Be responsive
Putting your phone on silent mode is a cardinal sin for anyone who works at a branding agency. The reality is commonly a branding project is lower on a client’s priority list during typical working hours. This often results in taking calls at 7am on a Monday, 8pm on a Thursday, or 1pm on a Sunday.
Given that reality, we abide by the “30 minutes vs. 3 hours” rule at MonogramGroup. Unless an Account Executive is in a meeting or in the middle of open heart surgery, the expectation is to respond to any client inquiry within 30 minutes.
#4: Be proactive vs. reactive
At MonogramGroup we think three steps ahead, anticipating needs and concerns before they arise. If there’s ever a thought of hesitation or uncertainty, we address it quickly and decisively. Checking in daily and setting up weekly or biweekly meetings help answer questions, retain alignment and reduce stress on both parties.
Being proactive also impacts the client’s confidence in our ability to manage each project to its optimal outcome. Additionally, this approach optimizes resources by planning ahead, avoiding unnecessary roadblocks, and ensuring the project remains on time and in scope. Mistakes and hurdles are inevitable, but making them repeatedly and deflecting blame is never acceptable.
#5: Personalize professionally
We care deeply about our work and thoroughly enjoy collaborating with clients who entrust us with their brand needs and opportunities. While producing world-class brand programs is our standard, we ensure each client feels heard, appreciated and connected on a personal level.
Personalizing the client relationship provides better insight into who a client organization really is, enhances comfort, and increases the likelihood of collaborating and continuing the evolution of their brand. As brand stewards, we aim to continually work with clients who enjoy our company not only as professionals but as people.
Article led by: Kevin Grube
Edited by: Scott Markman, Lou Petrongelli