Good feedback, great results.

Nailing feedback is key to any branding project. Get it right, and the creative process stays on track, lines up with your brand’s vision, and cuts down on revisions. Plus, it keeps us all on the same page for a happy and fruitful working relationship.

But how do you give feedback that’s clear, actionable, and actually useful? Here’s our Head of New Business, Will, to offer some insight into how you can help us to help you hit those branding goals.

Q: What makes feedback in branding projects so important?

A brand is about crafting an identity that resonates with the target audience and meets the business’ strategic goals. And if we’re going to get it right, there has to be an open dialogue between us and the client. Feedback is everything. Without it, you risk going off track or creating something that doesn’t serve the client’s needs.

The main thing to remember is that branding is very rarely a linear process. It involves a lot of trial, error, iteration, and refinement. And it’s feedback that helps shape the direction the project takes at each stage. But it’s not just about flagging what’s wrong, it’s equally important to let us know what’s working. Knowing what a client likes or feels confident about gives us something to build on.

Q: Can you tell us more about what to include when critiquing?

Feedback really is a balance between constructive critique and positive comments. It’s so easy to only focus on the areas that need improvement that they can take over, and if that’s all we have to go off, then we might end up revising things unnecessarily. But if we know a client likes a certain aspect—whether it’s a specific design element, tone of voice, or concept—it helps us understand their preferences much better. So try to focus on the positive first and even if it’s something small, let us know. This leads to more efficient revisions and faster progress.

Q: What are some common challenges you encounter when it comes to receiving feedback?

One of the most common challenges is vague or subjective feedback. We might hear something like, “It doesn’t feel right,” or “I don’t like this colour,” but without context or specifics, it’s hard to translate that into actionable steps. Creative work is subjective by nature, but if we need to know why something isn’t working to fix it. That’s why it’s so important to try and articulate the reasoning behind the critique.

We also find that feedback can sometimes contradict previous decisions. For example, a certain design direction might get approved early on, but later, during revisions, we get asked to make changes that go against those earlier approvals. This can cause a lot of back-and-forth and stall progress. So it’s important to either maintain consistency with feedback or, if changes are needed, then communicate why earlier decisions are being rethought to make sure we’re all on the same page.

Q: Sounds like it’s all to do with articulating decisions. Do you have any strategies that can help?

FEED us! Focused, Encouraging, Effective, and Direct feedback. Following this can help structure thoughts in a way that’s both clear and actionable. Focused feedback means staying aligned with the project’s strategic goals—don’t just critique elements for the sake of critiquing. Encouraging means also pointing out what works. Effective feedback is actionable, and Direct feedback is straightforward and specific.

We also encourage clients to ask themselves a few key questions before giving feedback. Have they given themselves enough time to process the work? Are they separating their personal preferences from what’s best for the brand? Are they aligned with their internal team before sharing consolidated feedback with us? These questions help them slow down and reflect, which usually leads to more thoughtful and productive feedback.

Finally, remember that we’re in this together. Branding is a collaborative process. We’ll run through everything in detail during our meetings, but if anything is unclear or you want more insight, then ask as many questions as you like about what inspired the direction we’ve taken or how it fits in with your values and goals.

Q: When is the best time for clients to give feedback, and how often should it happen?

Timing is everything. Feedback should be provided at key checkpoints throughout the project—usually after each major deliverable, like a brand strategy document or design concepts. But we also need clients to take the time to really absorb the work before responding. Sometimes a knee-jerk reaction can lead to amends that take the brand in a new direction away from the original goals. So try to sit in it for a couple of days or so, which can help with delivering clearer, more constructive feedback.

We’ll also check in regularly throughout the project, so if at any point you’ve changed your mind on an earlier decision, just let us know. Things can always be changed as we need to get it right for your business, but the sooner we know, the easier it is to make those amends before we get too deep in the wrong direction.

Q: Lastly, any other feedback advice to help clients set their branding project up for success?

Be open and communicative from the start. Set clear goals and expectations early on so that our brand team understands your vision. But also, don’t be afraid to be transparent about your uncertainties or preferences. The more we know, the better we can tailor our approach.

And don’t forget that feedback is a skill. Like any skill, it improves with practice. Approach the project with the mindset that you and the brand team are partners working toward the same goal. Give yourself the time and space to reflect on the work before reacting. Thoughtful, well-structured feedback is the best way to ensure a successful outcome.

What about your brand?

Giving clear feedback that fuels a collaborative approach is the secret to a successful branding project. Get it right, and the creative process stays on track, lines up with your brand’s vision, and cuts down on revisions. Plus, it builds a positive working relationship between you and our brand design team. Hopefully, this advice on giving great feedback will help us to help you hit those branding goals!

If you want to learn more about our branding process, get in touch with our brand design agency. Based in Shrewsbury and London, we work with local and global brands to create concepts, identities and campaigns with real impact. Whether it’s a complete rebrand or a fresh new look, let’s start your project with a quick call.