Almost every brand consultant or creative director knows the situation in which a client already has a precise idea of his brand or how it should be perceived. This is often too narrow-minded and requires the moment of breaking down fixed structures and perceptions. For these reasons, I love using the term “sparring”.
Why? The term “sparring” lifts the given task into a method, which generally ensures a more open communication with the client, without anyone feeling unheard or offended. This way, I challenge existing ideas about the brand and offer alternative perspectives that can lead to a more effective strategy.
Sparring is a concept that comes from martial arts and involves practicing with a partner in a controlled environment to improve skills and techniques. In the context of brand strategy and design, sparring refers to a collaborative approach to problem-solving that involves exchanging ideas, feedback, and insights to develop better solutions.
As a brand consultant and creative director at inuit , I have seen firsthand how sparring has become an indispensable part of our process. Sparring helps us to stay focused on the client’s goals and develop effective strategies and designs that resonate with their target audience.
One of the key benefits of sparring is that it brings different perspectives to the table. It’s not uncommon for clients to have a preconceived notion of what they want their brand to look like or how they want it to be perceived. By sparring with clients, we can challenge those assumptions and offer alternative perspectives that can lead to a more effective strategy.
Another benefit of sparring is that it builds trust and collaboration between our team and the client. When we approach a project with an open mind and a willingness to learn from each other, we create an environment that is conducive to innovation and creativity. This not only leads to a better end product but also helps to build a stronger relationship between our team and the client.
By elevating a task or a problem into a method, space is created for more open communication, allowing room for criticism, questioning, and larger thoughts. So the next time you’re working on a creative or brand project, consider sparring as a way to elevate your process and deliver exceptional results.
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If you want to succeed, surround yourself with the right kind of people who will support and encourage you all the way. Be with people who have the same beliefs and aspirations as yours. Positive aura is generated by this fusion of collective energy from people of “like minds.” On the contrary, being with people who oppose your ways of thinking may trigger a negative, yet very powerful, kind of motivation.