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In the process of building a brand, a lot is said about strategy, design or communication differentiators. It is less common to talk about what happens in-between—the exchange of information, emotions, and opinions between the client and the agency. And even less often, about the quality of feedback. This is a topic that is often swept under the carpet because it can be difficult, uncomfortable and requires the courage to speak directly. Meanwhile, the way brands communicate their needs, doubts or expectations has a huge impact on the pace of work, the understanding of the brief and the final effect of branding.
Well-guided feedback is a tool that allows you to build, not just evaluate. Thanks to it, it is possible to arrive faster to solutions that will be consistent with the strategy, communicationally relevant and simply good in design. On the other hand, inaccurate comments, lack of context or the involvement of too many people are some of the most common causes of frustration, protracted rounds of revision and decisions that, instead of supporting brand building, begin to blur it.
At 247 Studio, with dozens of workshops, hours of meetings and brainstorming sessions, hundreds of emails with feedback, we know one thing for sure: feedback that is clear, well placed in context and based on mutual trust, can cut the process in half and even multiply its value. Good feedback that really works is invaluable support, so it is worth knowing what to do to become your ally in creating a strong, authentic brand.
First, a solid foundation for cooperation
One of the most common misconceptions about branding is treating it as a collection of visual options, from which you can simply choose the prettiest one. Meanwhile, branding is a strategic process that requires decisions made based on a specific vision, business goals and assumptions and the needs of the target group. These are hours of analysis, testing and testing of various solutions, with the aim of creating a system that supports the brand for years.
Therefore, already at the stage of the first conversations, even before the contract is signed, it is worth communicating clearly what branding really is. This is the moment when it is good to educate the client and set expectations together. If we build clear rules of cooperation from the beginning, it will be easier to avoid disappointments or erroneous assumptions during the project. It is not uncommon for the branding process to be long and complex, so it is crucial that communication is open and direct on both sides.
From a customer perspective, it's also important not to be afraid to ask questions. The design studio should be not only a performer, but also a guide introducing the brand to the next stages and helping to understand how individual decisions affect the final result.
Therefore, feedback is not just a reaction to the effect of the project work. It is worth considering it as an integral part of this process. The more thoughtful, concrete and embedded in strategy it is, the better it supports the quality of the entire project.
What does “good feedback” mean?
Once you have built a common understanding of the process itself and set project goals, it is much easier to move on to the next key element — communication during the work. The most important tool here is feedback.
Good feedback is not primarily an opinion, but information. A well-formulated one should not only serve a subjective aesthetic assessment, but be a guide in the creation process and deeply explore the answers to the question of whether a given direction responds to the strategic needs of the brand.
Of course, personal aesthetic preferences are not without significance. They can also be a beacon, especially if, for example, they generate associations with the industry that the brand wants to avoid or resemble the style of the competition. However, feedback should not be based solely on simplistic reactions (such as, for example, I don't like green, so I don't like it).
It is worth remembering that in the branding process we create something bigger than a set of visual elements. When we think of feedback, think of the brand as an organism — complex, long-lived, living in a specific environment. So it is not enough to ask: “do I like it?” — it will be better to analyze the solutions proposed in the process in a much more in-depth way, thinking above all “does it work for who we want to be as a brand”?
Therefore, a good feedback is one that:
- refers to strategic assumptions or business objectives;
- describes and addresses the specific doubts or emotions that the project raises;
- is not an indication of a ready-made solution, but a well-defined problem;
It is also worth taking care of the form of feedback Because what we say is as important as what we say. So, it's good if the feedback:
- is consistent and collected in one place (e.g. a common document, comments added directly in the project file or one collective email in the form of a summary;,
- is not scattered across multiple communication channels;
- comes from a clearly defined decision-making group — not necessarily from the whole team, where everyone speaks in a different voice;
To give good feedback, you don't have to be a design expert at all — you just need to know the purpose of the project and be able to name and justify your doubts. Because it is precisely how we can describe what works or does not work in the context of the brand that becomes the fuel for further, conscious design. It is a competence that is worth developing, both on the client side and on the side of the agency.
The most common feedback traps
Despite the best intentions and even general knowledge, in practice feedback can often be a huge challenge. Not because customers do not know what they feel, but because it is difficult for them to put it well into words. Sometimes there is a lack of reference to strategy and other times a coherent voice on the side of the team. It also happens that feedback comes too late or misses the most important thing altogether.
Usually, the most misunderstandings in branding processes are not due to design errors, but to communication errors. Therefore, these most common feedback trap schemes, it is worth knowing and catching as early as possible.
“I don't like it”
This is the most common and least helpful comment. In itself, it says little - it is not known what exactly does not work and why. Such feedback often closes the way to a conversation, rather than opening it up. It is much better to describe the specific emotion, doubt or association that the design evokes and thus relate it to the objectives of the brand. Why don't you like it? What specifically raises doubts? How does this relate to the goal we set for ourselves? Opinions based solely on taste often lead the project astray and build frustration on both sides.
Too many votes, lack of decisiveness
When feedback is collected from the entire team, it often leads to chaos. Different people have different visions, language and point of reference — which sometimes results in an inconsistent message and an illegible direction for the agency. Therefore, at the very beginning of cooperation, determine who plays the decision-making role and who collects all the attention from the team into a single, logical whole.
Detachment from strategy
This is a very common situation, especially when the client's team changes during the course of a project or when new ideas arise that are not related to the brief. Feedback that ignores previously established brand foundations leads to inconsistencies — both visual and communicative. It's a good idea to return to your strategic assumptions regularly and use them as a reference point for each round of comments.
Delayed feedback
A last-minute comment can turn the whole process upside down. Changes made just before the project is submitted often mean that you have to go back a few steps. Therefore, it is worth giving feedback on an ongoing basis, according to an established schedule - even if at the first stage it is partial or imperfectly formulated. Response time has a real impact on the quality and efficiency of the entire project.
How to give feedback that really supports the project?
Now that the mistakes are behind us, let's get down to specifics: what makes feedback really work? When can a comment push a project forward rather than stop it?
For many people involved in the branding process (often for the first time), it can be natural to feel uncertain: what to say? how to put it? will my comment be helpful? However, there are a few general rules that definitely help maintain the quality of communication at a good level and build a long-term, partnership relationship between the agency and the client:
- Always refer to the assumptions and objectives of the project Not to personal preference. Instead of saying “I don't like it”, it is better to say: “this style seems too classic for a brand that strives to be modern and partnered”;
- Share specific observations — for example, “this color will not work in combination with the variety of photo content that we have” - such feedback allows designers to better understand the intentions;
- Collect comments in one place and on one date — by acting in this way, it will be easier to avoid the dispersion of information and unnecessary misunderstandings. Ideally, all comments from a given stage are collected by one person and forwarded to the agency as a common position;
- React quickly Delayed feedback can stop the whole project, and sometimes take it back a few steps. Even imperfect remarks, given on time, are better than those sent with a long delay;
- Determine who decides — a clearly defined role of a person (or possibly 2-3 people), who jointly approve decisions and provide feedback, avoids the situation in which everyone speaks in a different voice. This is a huge time and stress saver for both parties.
If you feel lost or don't know how to express your doubts constructively, it's worth going back to these few simple tips. Although simple, they help to maintain a common direction and improve the course of the entire process.
Quality of feedback
Good feedback is more than just good feedback. It is an investment in the relationship, in the quality of communication and finally — in the better effect of the whole project. This is especially evident when the client team and the agency act as partners: sincerely, concretely and with respect for each other's roles.
From a customer's perspective, good feedback is:
- fewer corrections and going back to earlier stages,
- a faster and more predictable process,
- more confidence that the project is going in the right direction,
- better matching of the effect to real needs and brand identity,
- a sense of impact and real co-creation of the final result,
- greater trust, transparency and comfort of cooperation.
From the agency's perspective, this in turn:
- a better understanding of the context of the brand and the decisions behind it,
- the ability to work at the level of ideas and quality — instead of constant aesthetic adjustments,
- time savings and greater design efficiency,
- the foundation for a long-term relationship based on mutual respect,
- space to create bold but well-embedded solutions.
Good feedback doesn't just make it easier for both parties. It makes branding what it really should be: a conscious, collaborative process of building a valuable brand.
Feedback is a form of co-creation
Good branding is the result of collaboration. And any collaboration starts with a conversation. Feedback is not a list of complaints, but a tool with which you can build something bigger than an aesthetic solution — it helps to give meaning, direction and brand identity.
Conscious, well-thought-out feedback strengthens the design process and makes decisions along the way more accurate, reasoned and understandable. It allows both parties to act effectively and with respect for their role — and this in turn builds trust, engagement and space to create truly strong brands.
You don't have to be familiar with design to give good feedback. You need to know yourself as a brand. And this is where the best projects begin.
In a world where every detail counts, a well-conducted dialogue between the client and the agency is not only a matter of work comfort. It is the basis for the creation of branding that really works, both today and in a few years.
At 247 Studio, we know well how to plan this process so that it is understandable, partnered and simply effective. If you are at the stage of building a brand or want to rethink it — let's talk. We will be happy to show you what branding can look like based on trust, strategy and good communication.
