I’ve been helping one of my clients rework her website content and last week was the major push to get a lot of the content and architecture changes implemented.

It’s all been part of a larger discussion and strategy for her brand, which we both agreed needed a new tagline. I prompted her to do a deep dive around her brand values and attributes and then connect those to a straightforward concept that would strike a chord with her audience. All of a sudden, however, I found myself bombarded with emails containing lists of “variations on a theme” ideas all laced with urgency due to the looming deadline of her designer/web developer’s scheduled updates to her site.

Basically, my client was rushing through a critical element of brand development as though it were just another item on her To-Do list, because she wanted to be sure to add it to…