Brand Guidelines are important for clients. Afterall, they reflect their Voice to the audience. But, things can take a confusing turn when a guidelines is opposite to another one. What to do then? Firstly, take common overlaps and jot down the list. These are the one's that come in "must-follow". Secondly, understand who your audience is. If the audience is technical and I write in a casual tone, it would make the content look dumb. I don't need to go into details and explain something to them who already have the knowledge set. Thirdly, have a talk with the content team, managers and everyone involved. Tell your concerns and seek common ground. However, if the client still persists on something very strictly, then follow it.

It's a tricky situation, no doubt about it. The key to navigating this challenge is to first understand both sets of guidelines inside and out. Take the time to analyze the tone, voice, and messaging of each brand to identify common ground or areas where they overlap. From there, you can find creative ways to blend the two tones together seamlessly while still staying true to each brand's unique identity. It may require some trial and error, but with careful attention to detail and a willingness to adapt, you can create content that satisfies both brands without sacrificing quality or consistency. Just remember, flexibility is your friend in this situation!

When facing conflicting guidelines for writing tones, step back and think about the reader’s perspective. Ask: if I were the audience, how would I want this to sound? Focus on crafting sentences that feel natural to read. If one guideline feels too formal and another too casual, aim for a middle ground that still sounds human. Don’t overthink “rules” too much—use language that connects emotionally. Trust your instincts as a writer. Sometimes the tone that feels right to you will resonate best. If in doubt, read it out loud. The tone should sound like someone genuinely talking, not like a script or a textbook.

Unfortunately, not all brand voices resonate well with audiences. As such, it is important to critically analyze both conflicting guidelines to understand which tone fits the bill for the goals the brand wants to achieve. Once this is done, I revert with clear and well-structured feedback to the stakeholders regarding the issue. The aim is to establish a neutral ground and figure out what ideas work best.

I’ll begin by carefully reviewing the conflicting guidelines to understand the core principles behind each one. Then, I’ll propose a unified tone that blends elements from both, ensuring it aligns with the brand’s identity while meeting the requirements of different stakeholders. I’ll seek feedback to refine the approach, ensuring it resonates with the target audience and stays true to the brand’s values.