Like a ship without navigation, it will be difficult to keep your project on course without a clear understanding of where you want it to end up and how you will get it there. Your creative strategy sets out a map for the direction that your marketing message and visual approach should take.
Determining the best creative strategy begins with information gathering:
What is a brand? A brand is what people feel in their gut about your product, service, or organization – the perceived emotional corporate image as a whole. Your logo and all of your marketing messages are not your brand, but they have a role to play in your brand development.
Branding is the process of creating and transmitting your brand idea to the marketplace. Branding includes activities (or brand signals) like your logo, fonts, colours, website, brochure and packaging – all the visual associations with your brand idea – but also includes things of a more experiential nature, like how your product functions or how your CEO might deliver a speech to shareholders.
We are emotional beings. Yes, rational thought plays a role in our buying decisions, but more often than not, it is our emotions that drive our behaviour.
A popular example many of us know and love is the Apple brand.
When you experience the Apple brand – product design, packaging, advertising, in-store experience, online experience, customer support – you know that every detail has been part of a carefully conceived and well executed brand strategy. Apple would not be the successful company today without it. Its customers feel a strong loyalty and affinity to the brand, tapping into the human desire to belong to an elite club or “tribe”. Even though the products may cost more, the perceived value is greater and people are willing to pay to participate in the brand experience.
People are irresitably drawn to brands they love.
There are many emotional drivers that influence buying behaviour and brand preference, and they are often layered and complex. The key is to make a connection with your audience in a way that has meaning for them.
A successful brand:
Because there are so many opportunities for your business brand to connect with audiences now, it is more important than ever to stay focussed with your brand messaging. Compelling design helps to define your brand personality so that your message can be articulated with one, clear voice.
There is no doubt that consistent, well-conceived creative is the most successful way to promote awareness of your brand and cultivate the brand preference and brand loyalty that is necessary to ensure the longevity of your business.
What is Compelling Design?
Informed by creative strategy, the design process follows a proven method: