The Creative process must encompass several attributes. The size, industry and state of the company must be fully understood before any creative can be developed. Our creative process begins with a discovery phase, the discovery phase helps us understand the business model and what the unique selling and positioning statement will be. Once that has been defined and clearly understood, the planning and creative style is developed . The Creative Planning phase will communicate the selling and positioning statements in a variety of ways, positive, negative, factual, sexual, lifestyle, abstract, comical, or a truly unique unorthodox way.
Once the creative process is decided and approved by stake holders, the validation process begins. The ideas are presented to the people to gauge response and gather feedback. This means, we sometimes have to sacrifice the " cool idea" for something that the target audience better understands or that is engaging. The answer to creative is not what we always like, but rather what gives us a larger return- on- interest.
Validating the creative will minimize any confusion or misinterpretation of the concept and provide you with a better understanding of what your audience responds to. Deployment of the idea will depend on budget and goals, this is different for every company.
The ultimate goal of branding is to become synonymous with a particular product, service or message.
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