Your clients are butchering your work

Do you know that a Harvard professor named Michael Norton, ran a fascinating study on how people “value” things?

He had participants assemble IKEA furniture, fold origami, and build LEGO sets. Then he asked them to price their creations.

The results led to what students in MBA learn today as the "IKEA Effect."

People valued their amateur IKEA furniture almost as highly as expert-built pieces. And apparently they said they'd pay nearly the same for their wonky origami, as they would for a professional origami artists’ work.

The same thing happens if you cook your own meals, right? You just you enjoy eating it more.

Because when you invest effort into something, you naturally value it more.

Effort, not just money.

But there’s something else that most people miss about this research.

There was a second group in the study. These participants were given the same IKEA furniture, the same instructions, the same time... but they weren't allowed to finish building it.

Their valuation of the incomplete furniture dropped to almost nothing.

The study says: “We show that labor leads to love only when labor results in successful completion of tasks; when participants built and then destroyed their creations, or failed to complete them, the IKEA effect dissipated.”

Now, why am I blabbering about this on a random Monday?

Because that's exactly what happens when you hand over brand files to your clients, too!

Your clients just invested thousands of dollars into their new brand identity.

They're excited. They're proud. They see the value in what you created together.

But if they don't feel capable of actually USING what they paid for?

That value evaporates.

Their beautiful new logo suite sits in a folder they're barely going to touch. The brand guidelines you spent hours crafting don’t get opened.

Or worse, they start making guesses.

Stretching logos. Using random colors. Creating "quick" graphics that slowly dismantle everything you built together.

And you know what?

When their brand looks inconsistent six months later, people don't blame the client. They see your work attached to that butchered Instagram post and think, "Huh, maybe they needed to hire a better designer."

All because you treated project completion like a transaction.

When you, just like any other Generic Designer, go:

"Here's your Dropbox link with all the files. The brand guidelines PDF is in there, too. Let me know if you need anything!"

You make assumptions and dig your own hole.

You assume that because YOU understand file formats and brand systems, your clients will figure it out too.

But clients aren't designers.

They don't know when to use a PNG versus an SVG. They don't understand why there are multiple logo variations. They're not sure if they can change that shade of blue just a little bit for this one Instagram post.

So they either:

• Never use half the assets you created (waste of their investment)

• Use everything incorrectly (damage to your reputation)

• Feel overwhelmed and frustrated (and you get no referrals, no testimonials, no repeat business)

And this leads to The IKEA Effect in reverse.

The value of your work decreases because your clients can't confidently use it.

Strategic Brand Designers understand that offboarding is about transferring capability, not just files.

Your client should feel as confident using their new brand as you felt designing it.

When clients understand HOW and WHY to use each element, they become better stewards of their brand. They make decisions that align with your strategic vision. They protect the integrity of the work you created together.

And when someone asks them, "Who designed your brand?" they don't just share your name. They enthusiastically tell the story of how supported and empowered they felt throughout the entire process.

That's the difference between “finishing a project” and “building a lasting relationship.”

So how do you ensure clients feel capable of using their new brand?

Here's my 4-step framework for strategic offboarding that protects your work and amplifies client confidence:

Step 1: Create a comprehensive brand guidelines document

This is your detailed brand bible.

Start with the story, not the specs.

Begin with their brand foundations to help clients understand WHY their brand has a bubbly personality or what their vision is. This acts a reminder for them and anyone using this document in the future.

Then document each design element with context:

• Logo suite - not just "here are your logos" but explaining what each variation communicates and when to use it

• Color palette - include all the codes (CMYK, RGB, HEX) plus explain the psychology and strategy behind each color choice

• Typography - show the hierarchy and explain why each font was selected

• Photography style - give clear direction on tone, composition, and editing style with visual examples

• Brand assets - explain the meaning behind illustrations and patterns (like you did when designing them) and when to use them

Make it visual and practical.

Show correct usage examples. But more importantly, show incorrect usage with clear "don't do this" examples. Mock up the brand across different touchpoints: social media, business cards, packaging, website, so they can see how everything works together in the real world.

Ensure the document helps them understand the strategy so they can make good brand decisions independently.

Step 2: Design a one-page cheat sheet

Your comprehensive guidelines document is valuable.

But when your client needs to grab a hex code or check which logo to use, you don’t want them not scrolling through 30 pages. Because they won’t. Instead, they'll just make a guess. And that guess will be wrong.

So, create a single-page brand guideline sheet that fits everything on one screen:

• All logo variations shown clearly

• Complete color palette with every code (CMYK, RGB, HEX)

• Font names with hierarchy examples

• Brand assets/illustrations preview

• Quick mockup examples showing it in action

This becomes their daily reference. The comprehensive document is for deep dives and decision-making.

Step 3: Schedule a dedicated offboarding call

Documents alone don't transfer capability. Conversation does.

So, before you send that email that says “nice working with you”, schedule a structured walkthrough call, where you:

Remember to demonstrate, don't just explain.

Share your screen and open the actual files. Show them how to navigate the folder structure. Walk through real scenarios: "You need to create a social media post, here's exactly which files to use and how."

Answer the questions they're afraid to ask.

Clients often don't know what they don't know. So prompt them: "A common question I get is about resizing logos..." or "People often wonder if they can adjust colors slightly..."

Address file formats without getting technical.

Skip the jargon. Instead: "Use this file for your website. Use this one for Instagram. Use this one when you're sending to a printer."

Create permission structures.

Be explicit about what they CAN do ("Feel free to experiment with these patterns in different combinations") and what they SHOULDN'T do ("Try to avoid putting the logo on busy backgrounds. Here's why… ").

The call should transform "I hope I'm doing this right" into "I know exactly what to do."

Step 4: Check in 3-4 weeks after delivery

Now this one’s really important, but extremely easy to miss.

Because the moment you deliver files is when clients have the LEAST questions.

They're excited, they trust you, everything makes sense in that moment.

The questions come later. When they're actually trying to use the brand. When they hit a scenario you didn't cover. When they're unsure if they're doing it right.

So, add a reminder to your calendar to make sure you don’t miss sending a brief follow-up email or questionnaire:

• How's the brand working for you so far?

• Have any questions come up?

• Is there anything you're unsure about?

• Have you been able to find everything you need?

This serves multiple purposes:

It catches problems early before they become habits. If they've been using files incorrectly, you can course-correct now rather than discovering it six months later.

It demonstrates ongoing support. You're not just someone who took their money and disappeared. You're invested in their success with this brand.

It opens doors for additional work. Often, clients realize they need things they didn't initially budget for. Website updates. Social media templates. Packaging design. Your check-in makes it natural for them to ask.

It generates testimonials and referrals. When you reach out and genuinely care about their experience, they're far more likely to sing your praises to others.

The IKEA Effect works in your favor here.

They invested in building this brand with you. Now they feel capable of using it. The perceived value skyrockets.

And THAT is how you build a list of confident clients who protect your work, refer others to you, and come back for more.

Try this framework on your next project and watch what happens.

Chat soon,

Abi 😊

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