Is It Reasonable to Request Brand Guidelines Development Immediately? A Freelancer’s Perspective
Starting a new freelance engagement often comes with a mix of excitement and uncertainty, especially when the scope of work is broad and the timelines are tight. Recently, I faced a situation that has prompted me to reflect on the expectations placed upon freelancers early in a project, particularly regarding brand development.
With over 12 years of professional experience in marketing and design, I consider myself well-versed in the industry. However, during my most recent engagement with an agency, I was tasked with developing comprehensive brand guidelines for two distinct brands—within less than a week. The projects were assigned during my initial onboarding meeting on a Thursday, with deadlines looming on the following Monday and Tuesday.
What made this request challenging is that I was introduced to these brands only during that briefing. There were no existing guidelines or extensive brand materials to reference, and the creative briefs provided limited insight into the brands’ identities. Effectively, I was asked to craft foundational brand standards with minimal background, a process typically requiring a deeper understanding of a brand’s core messaging, voice, visual identity, and strategic positioning.
This experience prompts a broader question: Is it reasonable to expect such tasks so early in a freelance relationship, especially when working on long-term brand development? Developing a nuanced and cohesive brand identity generally demands time, research, and iterative collaboration to truly capture the essence of a brand and ensure consistency across all touchpoints.
While deadlines are often present in agency work, the pressure to produce detailed guidelines in such a short window raises concerns about feasibility. It’s worth considering whether this pace compromises quality or the opportunity for thorough brand understanding.
As freelancers or consultants, setting clear boundaries and communicating realistic expectations with clients is essential. While adaptability is a key trait in our industry, it’s equally important to recognize when a workload may be unreasonable and to advocate for a timeline that allows for effective, strategic work.
If you find yourself in a similar situation, reflect on whether the expectations align with standard practices and communicate your concerns professionally. Ultimately, delivering high-quality brand development work requires adequate time and information—something that is crucial for long-term brand success.
