I am Jo. I'm a senior account director at 33.

So this is probably a question we get asked all the time, and probably the most asked question. And the fact that it's framed as attention is actually part of the problem. So authenticity and brand consistency aren't opposites. They should feel like they work together. And if it feels like they aren't, then it's usually because the guidelines are too tight.

Brand consistency done really well is more around the values. It's around the behaviors. It's about the feeling that somebody gets when interacting with your content and your company. If it looks and feels like it's ran through a brand committee, it's automatically lost its authenticity. And authenticity doesn't mean that it needs to be unstructured or unguided. Real authenticity comes from preparation, giving people the questions in advance and making sure they feel comfortable in their surroundings.

So instead of a review process that says, no, you can't do this, make sure that you've invested in time in your people to ensure that you're going to get the best output from them.