My Marketing Isn’t Working! Part Three: Creative and Branding
Think outside the box!
This is usually where most of the thought and work goes into a marketing piece, and rightly so. Eye catching, colorful, and meaningful creative will get the receiver’s attention more than a dull piece (but the message will keep their attention).
It is important that the creative reflects your company and what you are trying to advertise. First, you might want to choose a mood for your marketing strategy. If you were to characterize the tone of your marketing, what would you call it: professional, playful, informative, dependable, light hearted, comedic, testimonial? Is complex graphic design going to enhance your piece or might photos help you convey your message more effectively?
Branding is also very essential. The receiver should immediately know who sent the piece and how to contact you for more information. Your company logos, color schemes, and slogans should be prevalent on everything you distribute. It is also helpful to design a campaign around a particular theme, gimmick, character, or slogan that is static in all of your marketing efforts.
Good branding and creative will allow you to build brand awareness and protect your company’s integrity.
Amanda Moore