Can we publish this testimonial without more proof?

A testimonial should stay unpublished when the team cannot show that the customer is genuine and that the quote is accurate. Keep documentary evidence that the testimonial or endorsement came from the named person or organisation, along with contact details that allow the source to be verified.

Check the wording for more than a warm opinion. A line such as "easy to work with" is brand storytelling. A line such as "cut implementation time in half" makes an objectively testable performance claim, so the campaign needs a reasonable basis for that result before launch. Preserve the original quote, confirm who said it and identify any claim that could be read as a promise. Claims need to be watertight and backed by evidence, especially where trust, health, safety or business outcomes are at stake.

A testimonial can mislead when its headline claim sounds broader, more typical or more certain than the proof behind it. Review the copy, imagery, placement and any qualifications together, because audiences experience the campaign as one message rather than as separate legal and creative parts.

Put material limits close to the claim and write them in plain English. A small footnote will not bring clarity when a bold statement creates a different impression. The same discipline matters for environmental claims, where a positive story needs to reflect the real work behind it rather than hand-wave at a bigger promise. Honest context does not weaken a campaign. It gives the creative idea enough substance to stand up to scrutiny and helps protect brand integrity when a customer, competitor or journalist looks closer.

We believe distinctive creative work and evidence-backed claims belong together. A testimonial should feel human, but it should also survive a straight-talking check of who said it, what it promises and how an audience is likely to read it. That is how brand authenticity becomes practical, rather than a nice idea.

We start with the deeper context, audience expectations and the substance behind a story before shaping the creative expression. For Dematic's first sustainability report, we used its rigorous internal ESG reporting as the base and worked with business leaders to tell the stories behind the numbers honestly and humanely. For high-stakes communications, we favour clear fact checking and the right approvals before the work goes live.