Neon brand consultancy branding insights


03 – Big ideas and messages in as few words as possible…

03 –  Big ideas and messages in as few words as possible.

How to capture, distil and then bring to life a brand idea, positioning, strapline, campaign or advertising message is ever the challenge – but one we’ve come to thoroughly enjoy.

Capturing a big idea or message in as few words as possible, delivers as much of a creative kick as you get from producing a killer visual idea for a brief.

It is crucial as a creative working with large global entities, or delightfully boutique businesses, to actively lead the brand consulting stages of a project.

For sure you have to do your homework.

You need to really understand a business and its audiences, engage with people within the business – and really dig deep to the core fundamentals of a brand.

Talk to a lot of people.

Ask a few bold and simple questions.

Then, make sure you listen carefully and humbly.

Inspiration usually comes from within a business.

Capturing an authentic truism / coming up with the big idea can come from seeing what everybody has seen and thinking what nobody has thought.

Then you craft that idea to be short, smart and emotive.

Of course there will be a long hand positioning statement and brand model supporting the essence of a big idea – but it’s those few words that capture mind space and the imagination.

Top tip…

To avoid hokey ‘to infinity and beyond’ or branding shmanding results (we’ve all seen them) stand in front of a mirror and say it out loud, to make sure you can look yourself in the eye…

As for ads and campaign’s lines, it’s a very similar approach and mindset for us.

Anyway, here’s a selection of ‘a few words as possible’ examples for a few favourite (and award winning) projects…

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