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Writer's pictureMegha Pal

Understanding the identity archetypes of clients - GOOD CLIENT vs BAD CLIENT

Updated: Aug 5


good client vs bad client

In the service industry, clients undoubtedly constitute the lifeblood of the business. Working in this industry for the past 15 years —— 11 years as an employee and 4 years as an agency founder, I have always been very vocal about concept that ‘Great work brings great clients’. However, once in a while, out of nowhere, a few bad clients may also come along. It should come as no surprise that almost no service provider is immune to the trials posed by a single bad client, whose impact can be profoundly demoralizing. However, when such situations arise, remain vigilant for the red flags that will guide you in navigating a client’s persona and distinguishing a good client from a bad one.


Identifying these warning signs early can help prevent potential issues, such as scope creep, payment delays, and strained relationships. By recognizing behavioural patterns that indicate a client may be challenging or unreliable, you can make more informed decisions about future engagements and channeling work ethics which are such a backbone to service providing agencies.

Ethics in client-agency relationships stands on three fundamental principles: fair practices, honesty, and mutual respect.



—— Fair and ethical practices 


A good client will be very transparent with the requirements and budget. Such a client conducts thorough research, familiarises themselves with industry standards, and establishes a realistic budget that aligns with the quality of work they anticipate. They recognise that investing in quality branding services is not merely an expense but a crucial investment in their business's future. This approach in turn makes them behave more professional.  They consistently communicate their project requirements and the underlying purpose, while being open to discussions about the associated costs. This level of transparency and cooperation not only enhances the working relationship but also contributes to more effective and successful project execution. They hold identity archeotype of 'The Transparent Investor'.



A bad client on the other hand seeks to undermine the efficiency and morale of the agency through deception and dishonesty, disregarding the trust the firm places in them. Such clients consistently attempt to set prices based solely on their affordability, expecting the agency's top talents to deliver exceptional work, and become frustrated when their unreasonable demands are declined. Another archetype of such problematic clients in the branding industry are those who believe that by illicitly appropriating paid typefaces, content, and styles, they can replicate the agency's work without proper compensation. This misguided and distasteful act stems from their ignorance of how branding/ advertising/ creative industry functions when building a brand. Such clients' foolish actions inevitably result in subpar brand, squandering the valuable opportunity to create something remarkable.  They hold identity archetype of 'The Underminer'.




 —— Honesty


There is nothing more demoralizing to a company than having to work with a bad client. The clients who are not honest with an agency when it comes to their brand values or scope of work pose a significant risk to the creative bandwidth and integrity of the firm.


Bad Clients are not honest

If you notice the illustration along with article, it’s a visual reminder that shady clients love spinning tall tales, much like Pinocchio’s nose that just won’t stop growing! This metaphor captures various deceitful behaviors by such clients. In identity archetype, they are known as 'The Fabricator'.


  • Claiming you promised to deliver things you never promised.

This behavior usually arises from motivations like trying to get extra services without paying for them or using perceived unmet expectations to negotiate better terms.


  • Making soft threats to get things done their way.

Bad client will take  advantage of your kindness and ethical business practices.

They frequently refuse to accept a "no" and may resort to threatening negative reviews or legal actions if their demands are not met. If you encounter such clients, it's often best to consider terminating the contract. The more you acquiesce to their unreasonable demands, the more likely they are to follow through on their threats.


  • Making up stories about your team.

Making up stories about your team means a bad client invents or exaggerates incidents involving your team members. This can include false claims of unprofessional behavior or unmet obligations, causing unnecessary conflicts and hurting team morale.


  • Egregious personal attacks.

Egregious personal attacks occur when a client makes severe and unjustified criticisms or insults towards individual team members or the service provider as a whole. These attacks can include harsh, unfounded criticism of a team member’s character, public bad mouthing meant to dishonor or damage the reputation of the firm or service provider, and some time going way out of line by resorting to personal insults that have no relevance to the professional context.



On the other hand a good client understands and practices professional courtesy. They address all team members with respect and professionalism, valuing each person's role and contribution. They refrain from making personal attacks, excessive demands or setting unrealistic expectations. All in all good clients be transparent and honest because they aim at bigger things in life which require focussing on professional ways of indulging in work relationships rather than procrastinating the process with silly illogical lies. In identity archetype, they are known as 'The Virtuous Collaborator'.




 —— Mutual Respect

Mutual respect is fundamental that should be observed even in the face of disagreements or challenges.


A good client values the process

  • Value for the service, processes, and agency protocols.

A good client appreciates when the agency goes above and beyond for their business. They openly acknowledge the team's efforts, often leading to valuable referrals. A single good client can lead to an average of five new projects. Their recommendations are valuable because they reflect a positive experience and a commitment to ethical business practices. When a respected client endorses your services, their recommendation carries weight, as they are viewed as a model of integrity and professionalism, making others more likely to trust their referral.

When such a client is put across the voice of agency, they listen and look at things not only with their perspectives but perspective of a service provider who like them is also into business to flourish and grow.  In identity archetype, they are known as 'The Advocate'.



On the other hand, a bad client will rarely appreciate your team's efforts and frequently try to deny your hard work any recognition. They might even demand that you avoid using any images of their brand on your website/ other portals— even when the brand is prominently visible online and impressively designed, without any specific clause in the contract prohibiting otherwise. These clients loathe sharing collective success and are unwilling to give you due credit for the positive contributions made to their brand. However, if they fail to achieve their brand goals, they will be quick to place all the blame on you, publicly criticizing your work without acknowledging their own role in the outcome. No amount of logical communication works with them as they hear what they want to not what it is. In identity archetype, they are known as 'The Narcissistic Denier'.


Clients that fly solo, bring little to no profitability, and don’t add any value to your service. It is true that the brand and idea belong to the client, the professionals you hire are experts in their fields for a reason. But a bad client insists on having things their way, blatantly disregarding the team's opinions and advice just to flaunt their own supposed expertise. This approach not only undervalues the agency but also leaves the team unmotivated.


Good clients are open to honest advice because they value the branding expertise they have hired the agency for. They understand that while they possess valuable insights about their own business, they might not have in-depth knowledge of branding strategies and tactics. This openness allows them to benefit from professional guidance, which can help them make informed decisions for their brands. This is what is defined as “added value service.”



  • Value of time and personal space.

One significant and apparent trait of a bad client is their expectation of instant availability from you or your team at all times. Of course, you’ll do your best, but no business can attend to every client at every moment of the day. An agency manages multiple projects, each of which holds equal importance. The identity archetype that describes them closest is 'The Urgent Demander'.


On the other hand, a good client will always observe basic etiquette, such as communicating at appropriate times of the day. They understand the importance of respecting your working hours and ensure that their messages and calls are made during business hours unless it is an emergency. The identity archetype that describes them closest is 'The Considerate Professional'.




  • Adherence to professional standards

A good client understands that brand building is a continuous process. They remain focused on making their brand a success and avoid engaging in activities that derail the process. These clients do not look for someone to blame; instead, they stay committed to their goals. Such clients can take a brand to new heights, making the agency proud to be associated with them. Such client understands the value that the team and agency bring to their brand. They hire a branding agency for its primary role: creating aspirational, visually appealing designs that capture the audience's attention and etch the brand into their memory with an irresistible desire to possess it. To drive these designs towards successful sales, a good client knows how to actively collaborate with various teams outside of branding, including marketing, product design, and sales.


They recognise that strong brand foundations are built when all elements of brand building align harmoniously. By acting as the central point of communication, they ensure that different teams, such as marketing and branding, work together effectively. And such clients always keep hitting new milestones in their brand building which they are always happy to share with all the teams that were part of this brand building process. They are themselves professionals collaborating with other professionals, and thus, they understand the importance of maintaining respect and constructive communication.

In identity archetype, they are known as 'The Strategic Partner'.


An unhappy client

A bad client, on the other hand, is one who, when they fail to meet their goals, often ends up unhappy and might blame you or, even worse, leave a negative review despite receiving top-notch service. This behavior usually stems from a desire to assert themselves, channeling their frustration and disappointment onto others. Instead of constructively addressing the real issues, they try to shift the blame for their own unmet expectations. Their unprofessionalism is not a one-off occurrence but a recurring issue that surfaces repeatedly.


Another classic tactic of a bad client is that they will try to divide and rule. They might attempt to create rifts within your team or between different service providers to maintain control and assert their dominance. While there may occasionally be valid reasons for a client to speak negatively about other service providers, constantly voicing negative impressions usually indicates a deeper issue. Such behavior often signals that the client is likely to repeat the same behaviour with you, as they focus more on criticism than on constructive collaboration. This pattern of negativity can create a toxic working environment and hinder the overall success of the project or the brand.

In identity archetype, they are known as 'The Blame Shifter'.



As service providers, uncovering the sweet spot where you begin to understand these client archetypes requires a blend of time, patience, and experience.

Ideal clients will be those who not only boost your firm’s revenue but also show respect to your team and will together create brand that will benefit all the ones who were involved in the process. These clients contribute significantly to any business, making the partnership genuinely worthwhile. Conversely, if you find yourself entangled with a client who depletes more time and resources than they provide in revenue or value, it is wise to reassess the relationship. It is more advantageous to part ways and entertain clients whose values and expectations are more in harmony with your agency's principles and objectives.



I will conclude this article with a timeless piece of advice from the advertising legend George Lois, which has always been my guiding principle in running an agency: “NEVER, EVER,WORK FOR BAD PEOPLE.”

George Lois

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