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Issue 000001: Stand Out
Q: Is it OK to push your agency for more creative strategy?
A: TLDR: Yes.
Back to the drawing board isn't a place any vendor wants to go, but it happens. We're in a service industry and the client is paying for a solution to a problem, or for the creation of a campaign that will turn heads, or the design of a logo that looks incredible embroidered on a ball-cap.
Attention spans are at an all-time low, and advertising confronts consumers on every medium available, so, standing out is more important than ever.
If your agency isn't delivering the goods, make sure the client-side goals are clearly defined, KPIs established, and the agency has communicated strategy that reflects the need. This kind of creative brief communication is an extra step, but it goes a long way to streamlining the process and setting expectations.
Here Are a Few More Ideas on How to Get the Most Out of Your Creative Firm.
1. ASK FOR OPTIONS IN YOUR CONTRACT.
Many agencies will offer more than one solution or direction on a creative campaign, but it's important to know what to expect at the contract stage. More options than an industry-standard three (or four) concepts or approaches might impact the budget, but seeing different design directions can help move past a simple solution into something more distinct.
2. OFFER INPUT ON LIKES OR DISLIKES EARLY IN THE DISCOVERY PROCESS.
You can head lackluster design off at the pass, on the client side, by making your opinions known at the outset. "I'll know it when I see it" is not a statement that's actionable, or accountable. Instead, offer examples of what you like (or dislike) in an effort to shape the direction of a campaign.
3. UNDERSTAND YOUR COMPETITION.
When it comes to market share, one of the biggest benefits to design is differentiation. Obviously, you don't want to look like your competition, so that deserves consideration in the process. Pay attention to the landscape, then do something original.
4. USE THE ONLYNESS TEST.
Fill in the brackets: Our [offering] is the only [category] that [benefit]. This is a narrow take on how you stand out, and, while it's limiting, it really forces an organization to prioritize what's important when it comes to communication.
Go Beyond the Pines: Google image search results for Adirondack lodging logos 👆
Stand alone in your image, and message. Push the creative envelope, do the work to discover your competitive advantage and communicate that in unique and distinct ways.
– TRAMPOLINE DESIGN • 08/14/2023
