Strategy to Messaging

Mind the Gap!

The management of this process seems to be where it typically all falls down and the brand intelligence that you’ve invested a huge amount of time and effort in extracting and condensing into a clear strategy gets lost in creative translation. 

This is hardly surprising as translating brand strategy into creative messaging is a complex process. To be effective, the process requires more than a thoughtful 'hand-off' brief to the creative team. It’s messy with lots of moving parts. And with markets changing continually, something more all-encompassing is needed to fill the gap.

Bridging the gap

We can help you bridge that gap between brand strategy and brand messaging. Because we gather so much intelligence at the discovery stage of our branding approach, we are in a position where we often know more about your organisation and its audiences than any one individual within it.  It gives us a helicopter view so we can work collaboratively with your team – ensuring a collaboration of  thinking styles works to deliver on both short and long term deliverables.

Let’s talk compelling brand messaging

If you’d like some help or advice translating your brand strategy into compelling brand messaging and working with you to introduced a process that is more inclusive, transparent and designed, we’d love to help you build your vision.

Give us a call on 0118 983 55 10

We extract insights from your team, your audiences and the market and weave them into audience facing, creative messages that drives the strategic plan of your company.

Briefs become control documents rather than a forum for gathering inspirational ideas.

The creative brief is the default tool for aligning strategic imperatives to a creative messaging platform. However most briefs are not written in a balanced way. They are weighted far too much on delivering to short term tactics where getting the job done, on time and on budget take priority over long term goals that fulfill a far reaching brand strategy.  Hardly a surprise, because they are often written by account managers who have to be tactics driven as what they do has to be constantly measured and their priorities are constantly having to change to meet the demands of the executive team. Creative briefs thus become control documents, rather than a forum for gathering inspirational ideas.

Similarly, creatives are driven and inspired by very different motivations and tend to be style, technique and craft driven. For many data is dry and not interesting and briefs that place boundaries and restrictions on their creativity can paralyze their productivity. This leads them to quote excessively for work to cover their time in trying to make sense of the brief.

All in all it is easy to see how messy, and confusing creative briefs can become. And how long term brand strategy can fall victim to short term tactics.