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I once had a naming client for a new product. Naming projects are a favorite of mine, so I was super excited to begin.
Things were moving along nicely. I created a detailed brand brief outlining the direction of the brand and what we wanted the name to convey, and the client liked it.
I did the research, brainstormed and brainstormed some more. Then I presented her with four name options.
She... didn't like any of them. Oh, and also, she really wanted the brand to take a different direction. (Originally, she wanted the brand to be entertaining and lighthearted. Now, she wanted it to give off premium and high-end vibes.)
So I created another four name options for her.
She still didn't like them.
So I did it ....again. Before she decided to end the project and move on.
The part that bothers me isn’t that she didn’t like any of the names. Because I know I put thought, strategy and effort into it and that they were all on target for the brand she was trying to build.
And it wasn't about money, either, because I had already gotten paid.
What bothers me is the way I handled it.
I got on calls with her. I sent her emails trying to convince her that I’d done a good job, explaining and explaining why she should be happy with the names. And I created TWELVE names for her, instead of four options as stated in the contract.
Things have changed now. I am aware that sometimes, no matter how good my work is, the client will be unhappy. And it is not my responsibility to make myself crazy to make them happy. To put in my best efforts, and be flexible and pleasant? Sure. But not doing unpaid work and endless rounds of revisions.
That’s something vital to keep in mind.
No matter what line of business you’re in, there will always be unhappy customers/clients. If you let yourself get bogged down by every complaint, not only will your confidence take a huge beating - but you STILL won’t have 100% happy clients every single time. No matter how much you grovel and try.
So next time you get a complaint that you know has nothing to do with you, but entirely with the client's attitude, remember: It's not your job to make everyone happy
(Just because I loved this name and wish it could have been used - the product I was naming was a tongue scraper. My favorite name option? GookBuster.)