Rule one of any brand communications: Get noticed.
Rule two: Be relevant.
Rule three: Evoke a response.
None of those rules sounds overly difficult, does it? None of them is difficult … on its own. However, all of them are difficult to achieve together. It really is quite hard to create something that gets noticed (for the right reasons), is relevant (to your audience and your brand) and evokes the desired response.
Here’s how we go about creating relevant communications that get noticed and get a response.
The killer communications formula
First, we take the time to understand the brand. If the brand image is hazy, we work with a client to define it. We might suggest a Brand DNA workshop. This step is critical. This will become the blueprint for all communications.
We take the time to understand the competition – not just the obvious ones offering similar products and services, but the other things that discretionary money might be spent on.
We take the time to examine the target market – understand their psyche, their aspirations, fears, loves and hates.
We write a communications brief, so there’s no ambiguity about what we need to communicate to whom and what we want to achieve. Only when this background is completed will we start work on the creative ideas.
We work closely with our clients, involving them at every stage of the communications process. They are often surprised, but rarely shocked.
We are strong believers in keeping things simple. We have few overheads. We assemble a creative team as appropriate to each project, drawing on a rich pool of specialists around the world.
He was very well respected amongst our team and always delivered great concepts that had differentiation, creativity and exceptionally intelligent relevance to our advertising needs.” Zoe Pink, Marketing and Business Development Manager at Menzies LLP (then at PKF Accountants)
Communications today is more than making a TV commercial or a newspaper ad. In the past year we have written blogs for clients, built websites, designed a conference, conducted interviews, created ads for elevator screens and assumed the role of editorial director – and as far as we’re concerned, each of these falls under the banner of marketing communications.