Brand guidelines would be fine if every client didn’t use them as a battering ram to beat you with because they aren’t sure if your social post copy hits their “effortlessly modern” and “radically relaxed” tone of voice.

likefunnysmart
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This. Clients and account often forget the “guidelines” part and mistake them for mandatory and gospel.

If there’s an intentional reason for avoiding guidelines on a specific asset creative should be able to make the case. Same with “best practices,” presentation templates or almost any other rigid rule

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From what I see out there in a lot of social, consider that the client’s criticism could be right. Snarkiness and borrowed interest is not distinctive.

Still, why didn’t your creative director catch it?

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well does it

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