There are tons of theories on how to approach textbook brand strategy; but there are far fewer on the steady, project-long application of it. Since any strategy is only as valuable as it is useful, how can you ensure that your clients understand and embrace brand strategy direction and the design work that emerges from it? Going one step further, how can you anticipate and strategically appease any psychological pain points around the client experience that would otherwise serve as a barrier of resistance? That’s a loaded question. But in my dogged attempts to answer that over the years, I’ve come up with some best practices.

Many thanks to my all-time fave @Chase Turberville for this brilliant shot.

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