All who have jobs in advertising, graphic design, video production, or another creative field, are there because they believe they have the talent for producing imaginative content for their clients. They all want to be part of an enormously successful creative campaign. However, in that personal drive to produce the next mind-blowing piece of creative, you shouldn’t lose sight of one thing - the client.

Yes it’s important to create high-quality work with a level of originality that helps your client stand out. But first, you have to thoroughly understand the client. Take the time and do the research.

• Look at their existing and previous creative. How has it evolved, pivoted, shifted?

• Look at what their competitors are saying?

• What is your client’s brand voice? How do they say things?

You probably have an incredible idea that will look fantastic, but if it doesn’t fit with who your client is, then it’s wasted. Be careful that you don’t insist on your own vision and force your client into trying something that they really aren’t comfortable with. Remember, your client is trusting you as the creative professional. They may go along with your pitch (even if they’re uncertain) because in their minds they’re thinking, “Well, I’m sure it will turn out okay. After all, they are the professionals.” It’s up to you to know the client well enough that you will deliver a product that not only succeeds creatively, but also strategically and consistently with the brand.

• Industry awards may love your creative.

• Your friends may think it’s incredible.

• Others in the industry may applaud your work.

However, if the client ultimately doesn’t think it’s consistent with who they are as a brand, they will bury it, and it won’t get the views you think it deserves. Then, the client will be left with a “meh” feeling about the whole experience, telling others, “Yeah, the work turned out okay, but it really just wasn’t a good fit.”

Never let that be said about you.