What Type of Creative Eye Will See Things Your Way?
Creativity is an elusive thing. It can help you visualize a concept for…let’s say… your business branding “look”, and can convey the type of style you embrace. Style, logos and sales materials, color concepts, tone, consistency and ethical business practices are all part of your branding. Not just one of these will brand your business.
The word “branding” can be just as elusive for new businesses trying to compete with established companies as older companies with track records. But if you have an idea that will tie all your marketing plans and branding styles into one cohesive package, then you are on the way to a successful launch.
Learning the Ropes
Creativity takes center stage when conceptualizing these specific parts. If you don’t have a solid idea or don’t work with a creative person who can understand your ideas, how successful will you be? It takes a bit of time to find a creative writer and designer who sees your vision for your business. Most copywriters have those qualities — some better than others, some as green as a young sapling, but — willing to work with you to learn the ropes.
The toughest part of establishing a working partnership with a creative designer, copywriter, graphic artist, or marketing planner, is the ability for you to get him or her to “see” your vision. That takes your ability to a new level: sharing your passion for your idea to make it into the complete package that will elevate your product or company to the heights you envision.
Not so much. A good working relationship with a creative designer/writer can eliminate those awkward moments when you know he can’t “see” what you’re trying to “say.” It may take some searching to find a person of that caliber who can quickly assess your needs, swing right into the fray, and basically clone your ideas into a working concept you will both enjoy creating.
The working relationship is prime to the equation. You need to explain your detailed dreams in a manner that helps the designer/writer conceptualize it. In turn, he needs to share the ideas he believes are what you are looking for, and be willing to be wrong. Being wrong allows him to back-step and take another approach. If after the dance of two-steps-forward-and-one-step-back is finished, you can both move ahead to the framework of your designs. Being wrong can sometimes derail the whole relationship. To get on track the idea he envisions must be viewed from several different angles before you can both agree.
Concept vs. Reality
- Is the concept workable?
- Does the idea represent what the company is?
- Do outside influences mask the branding idea you envisioned?
- How about the cost?
- Too much for a start-up idea?
- Does your designer/writer see other elements you may have missed?
- Can you streamline your ideas and add more later?
- Are both of your egos to big to play together?
At the crossroads of your creative vision, check off the different elements as you discuss the problems that are popping up. Can you see a compromise? Is the compromise going to undermine everything so for? If not, then you are on to a rich and satisfying journey of discovery with your partner and mentor in your branding development. On the other hand, can he offer ideas you missed or never really considered? And that’s what it is: branding development. It will emerge and change and eventually become that elusive thing you wanted.
These concepts also apply to any small project, let’s say, an author planning to self-publish. Your book has just as much potential to be picked up by a consumer if it has the packaging that attracts attention and branding that helps them return for more.