Why communication projects often fail (and how to prevent it)

A new website, a fresh corporate identity, a compelling brochure, or a creative campaign: the perfect opportunity to strengthen your brand. Unfortunately, in practice, things often go wrong. Companies and organizations invest months in a new communications project, yet the end result isn't what they hoped for.

The reactions sound familiar: "It doesn't feel like us," "It doesn't appeal to our target audience," or "It's nice, but it's not right." The problem? Excellent resources, but little results. The main cause?

An unclear basis

Most creative projects don't fail due to a lack of talent among designers, copywriters, or developers. The cause usually lies earlier in the process. The message isn't clearly defined, the briefing is unclear or too general, and/or there's a lack of direction, resulting in parties not being on the same page.

The result: everyone works hard, but not in the same direction. The end result looks good, but lacks impact. The solution?

Strategic guidance from the start

A communications project is more than just creating something visually beautiful. It's about the story you tell, the message you convey, and the impact you want to achieve. As a communications consultant, I guide companies and organizations through this process. Together, we ensure the message is crystal clear, so everyone understands the project's core values. We also provide a clear and comprehensive briefing, so creative partners know exactly what to create and that the process runs smoothly, with clear agreements, tight deadlines, and clear responsibilities.

The end result is perfect when the message, target audience, and resources align seamlessly. Communication tools aren't just aesthetically pleasing; they also do what they're supposed to.

The value of a communications advisor

By incorporating more strategic thinking and guiding the process from the outset, you save:

• Time: less clutter, more focus;

• Money: avoid rework and inefficient choices;

• Frustration: stakeholders and creative partners work together toward a single goal.

Whether it's a new website, corporate identity, campaign, or brochure: with the right approach, you'll make choices that truly contribute to your brand and results.

Sta jij aan de start van een nieuw communicatieproject? Wil je investeren in communicatiemiddelen die jouw verhaal helder, consistent en overtuigend vertellen? Stuur dan een mail naar info@carolematthijsse.com. Ik denk graag met je mee over de juiste strategie en begeleid je tot een resultaat dat raakt én werkt.

Ik ben drs. Carole Matthijsse, communicatiedeskundige met ruim 20 jaar ervaring. Ik help professionals die geloven in de waarde van hun aanbod, bereid zijn te investeren in groei, denken in de lange termijn en open staan voor strategisch advies en implementatie om hun boodschap krachtig over te brengen.