The power of good ideas
The power of good ideas
The power of good ideas
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You’re probably here because you’re creative. And, being creative, you know that good ideas for creativity are like good food when you’re hungry...
Bad food is still filling but good food lifts mood
However, what happens when coming up with good ideas becomes your job? And why do they matter to business? Why do they matter at all?
What do we mean when we talk about ‘good ideas’?
Every brand needs a creative visual identity We can all agree on that! But to do that, we need to know what sits at the heart of the brand strategy itself:
The brand idea
A brand idea is the creative essence of a business that summarises their strategy and provides a jumping off point for their visual and verbal identities.
It’s short, pithy and (hopefully) evocative. It’s rooted in truth, compelling to audiences and distinctive in the space. Essentially, it ties all of a brand’s elements together.
True
Compelling
Distinctive
It’s the secret sauce that makes everything a brand says and does feel distinctively, irrevocably them.
But where do brand ideas come from?
Well, pretty much everywhere.
But it takes some effort...
Immerse yourself
Often, the candid conversations we have with a business's internal teams, founders and customers reveal a feeling you just can't get from looking at a report or their existing brand.
Be ready to keep going
Sometimes ideas just reveal themselves, but often we have to work at it. And that means reading, watching, discussing. We brainstorm, write and iterate. We note things down, cast it aside, and go again.
Nothing is off limits
The trick is to go as broad as you possibly can, because at this stage it's about understanding what feels right and what doesn't. Then we work out why.
framework
identity
identity
The End
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