Why would the client ask for major deviations if their own brand? Maybe you misunderstood them. How about showing them, in their brand guidelines, why you think what they’re asking for contradicts the standards. If they agree, cool. If they disagree… They’re the client. If it’s not unethical or illegal, give them what they ask for, as well executed as you can make it.

here's how;) - show that you are actively listening; clients want to feel heard rather than dismissed. - explain that consistency fosters trust, recognition, and long-term success. - Find innovative ways to incorporate their ideas without compromising the brand identity. - Illustrate how brand consistency enhances engagement and loyalty, while significant changes can confuse audiences. - A brand style guide helps avoid last-minute requests that do not align with the brand. - If a change is necessary, ensure that it aligns with the brand’s core values.

Maintain brand consistency by reinforcing its role in trust and recognition. Offer compromises that align with core values while integrating the client’s vision. Use brand guidelines to justify decisions and show how inconsistency weakens the impact. Position yourself as a brand guardian, ensuring alignment without dismissing their input.

The client owns the brand. If they want to change the standard, that’s their prerogative. So, if they’re asking for something that’s contradicts the standard, tell them so. And give them the choice of… changing the standard or changing their request.

It’s our job as a marketing agency or team to explain to the client the major cons of deviating from the branding of a business. They usually understand. If they in any case want to go ahead, you will need to comply with their idea while making sure that you’ve given them a very very good understanding of how it could pan out not in their favour.