It’s tougher than ever for marketers to cut through the noise. But there is a method to create the kind of brand marketing and advertising that inspires, engages and makes a genuine impact.
What It Takes
To deliver the kind of brand marketing that moves customers, brands and business, we ask these questions of our work:
Is it relevant?
Every idea, no matter how unique, is worthless if it isn’t relevant to the brand and its audiences. All brand messages and experiences need to be put through this filter. We might be introducing a new brand into the skincare market. Improving patient experience through healthcare digital marketing. Launching a new facility through a hospital branding campaign. Increasing physician referrals through a physician marketing effort. Regardless, our job as the agency is to develop the brand message and deliver the experience that sits at the sweet spot of what the brand is about and what our audience is trying to achieve.
Does it fit into culture?
Next, we need to make sure the work is culturally relevant. Will people care? Does it fit into their lives? Can they see themselves in it? Will they share it? It also must fit in with the brand or we end up garnering attention for all the wrong reasons. We make sure the creative idea is based on specific real-life insights, because that’s the work that engages people. Whether wellness marketing, skincare marketing or healthcare marketing, consumer marketing or physician marketing, the same rules apply.
Is it fresh?
We then ask ourselves “is it new.” It doesn’t have to be a world first, but it should break new ground; and put us a step ahead of where we were yesterday. And our clients need to feel this way too. Meaning that it’s not just about being provocative and edgy. It needs to raise the bar and be surprising because it puts us on a new path or an area we haven’t really explored. But even here, the work still hinges on that brand connection.
Is it memorable?
Once we’ve established that an idea is fresh, we need to assess whether it will be remembered. As consumers, we see approximately 5,000 advertising messages a day. Which means you’ve got to do something fairly remarkable to get somebody to remember you. Advertising works by refreshing and building memory structures that are linked to the brand. If you want to be effective, you need to be memorable. Regardless of what we purchase, we use our memory to make the choice – so what comes to mind in that moment plays a big part in determining our final outcome.
Is it authentic?
When a brand rings true – whether in the skincare market, wellness market or healthcare market – people can not only tell the difference, they can feel it. They’re attracted to it, and want to be part of it. Brand messages and behaviors come naturally when you know who you are. Living your values and beliefs fosters real consumer connections. But beware, because the opposite also holds true. If a brand puts on an act, the world will soon know.
Does it have emotional pull?
A brand with emotional pull triggers feelings – the instinctive attraction beyond rational reasons that inspire action and earn loyalty. And it’s about feelings more than anything. Once a creative idea makes a human connection, it sticks in your mind. Brands with emotional pull reach a deeper level in people’s hearts and a higher level in their minds. Sometimes marketing ideas are interesting but fail to move you. They lack empathy and fail to connect.
Is it simple?
We should always be able to explain our creative idea in a sentence. Our creative process might be complicated and a bit messy, but if the end result is also complex then it’s not going to work. Is the brand message clear in a tweet, a six-second pre-roll, a 15 second tv spot? Because that’s pretty much all the time we’ve got these days. If people don’t get interested your brand message right away, they’ll often just ignore the work.
Will it spread?
An idea needs to be worthy of conversation. We aim for work that is social media plan worthy. Work that is going to be able to be amplified and be interactive and get that extra stretch. Success means pulling more people towards the brand and to each other. Beyond a transaction, we want to create platforms for conversation, participation, collaboration and customer growth. Very simply, it’s about being useful – creating some kind of value based benefit for people every time you engage with them.
For more information, contact Dan Jovanovic.