What are the most common conflicts between Brand Management teams and clients?

1 Vision conflict

One of the most fundamental conflicts that may arise between brand management teams and clients is the vision conflict. This is when the team and the client have different or incompatible views on what the brand stands for, what it aims to achieve, and how it should communicate with the target audience. For example, the team may have a more innovative and daring vision for the brand, while the client may prefer a more conservative and traditional approach. Or, the team may have a more global and inclusive vision for the brand, while the client may focus on a more local and niche market. Vision conflict can lead to frustration, confusion, and wasted resources, as the team and the client may work in opposite directions or clash over every decision.

To prevent or resolve vision conflict, it is essential to establish a clear and shared understanding of the brand's mission, values, goals, and personality from the start. The team and the client should collaborate on defining the brand's identity, positioning, and differentiation, and agree on the key messages and tone of voice that the brand will use. The team should also conduct thorough research and analysis of the market, the competitors, and the customers, and present their findings and recommendations to the client in a persuasive and transparent way. The client should also be open-minded and receptive to the team's expertise and insights, and trust their judgment and creativity.

2 Strategy conflict

Another common conflict that may occur between brand management teams and clients is the strategy conflict. This is when the team and the client disagree on how to implement the brand's vision and achieve its objectives. For example, the team may propose a comprehensive and integrated strategy that covers multiple channels and platforms, while the client may want a more focused and simple strategy that concentrates on one or a few channels. Or, the team may suggest a more long-term and holistic strategy that builds brand awareness and loyalty, while the client may demand a more short-term and tactical strategy that generates immediate sales and conversions. Strategy conflict can result in inefficiency, inconsistency, and missed opportunities, as the team and the client may have different expectations and priorities for the brand's performance and growth.

To prevent or resolve strategy conflict, it is important to align the team's and the client's vision and goals, and to set realistic and measurable objectives and indicators for the brand. The team should also explain and justify their strategy choices and recommendations based on data, evidence, and best practices, and show how they will benefit the brand in the long run. The client should also respect and appreciate the team's knowledge and experience, and be willing to try new and innovative solutions that may enhance the brand's competitive edge and value proposition.

3 Budget conflict

A third common conflict that may arise between brand management teams and clients is the budget conflict. This is when the team and the client have different or incompatible views on how much money and resources should be allocated and spent on the brand. For example, the team may request a higher and more flexible budget that allows them to execute their strategy effectively and efficiently, while the client may offer a lower and more fixed budget that limits their options and scope. Or, the team may have a more balanced and diversified budget that distributes the funds across various activities and channels, while the client may have a more skewed and selective budget that favors certain activities and channels over others. Budget conflict can lead to dissatisfaction, compromise, and underperformance, as the team and the client may struggle to find a common ground and to optimize the brand's return on investment.

To prevent or resolve budget conflict, it is crucial to establish a clear and mutual understanding of the brand's needs and expectations, and to negotiate a fair and reasonable budget that reflects them. The team should also demonstrate and communicate the value and impact of their work, and how it will contribute to the brand's success and profitability. The client should also recognize and acknowledge the team's efforts and achievements, and how they will support the brand's growth and sustainability.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?