FULL SCOPE MARKETING
Creative Strategy
Uncovering a Brand’s Potential
Creative Strategy development is all about discovering and formulating a brand’s personality. Just like people, all brands have one. Just like people, they aren’t all attractive or likable. Yet many brands pay little attention to the personality that has evolved alongside their organization. It’s often hardest for leadership to see – because they’re simply too close to it. However, a consistent, cohesive, unifying brand position is crucial to effective market awareness and recognition of your brand.
Full Scope Marketing has partnered with all kinds of organizations and businesses to help them see how their brand stands today – and all it could be with a little effort and attention.
Just Who Is Your Brand?
What is its style? Is it well-liked? How does it speak? Who is listening? How can we speak clearer and more persuasively – to the right people?
Full Scope Marketing’s creative strategy development process is designed to answer these questions – and many more.
Phase I: Discovery
Deep Dive with you and your team
Identify strengths
Delineate differentiators
Gather tonal cues
Segment & empathize with audiences
Pick up on brand voice
Nail down goals, challenges & obstacles
If necessary, meet with clients, customers and other stakeholders
Phase II:
Fermentation
This is creative alchemy – distilling the brand and its personality down to their most fundamental, irreducible elements, while encouraging propagation of new ideas and insights. Since this is where the magic happens, we can’t say much more…
Phase III:
Expansion
Phase 2’s crystallized insights help determine the functional and operational aspects we will expand on in Phase 3. They also provide a sniff test to cull ideas. We use these insights to develop key points of the Creative Strategy itself.
Rationale
Taglines
Execution Concepts
Tone of Voice
Personality Characteristics
Audience Segmentation
Copy Platform(s) per Audience
Media Recommendations
Phase IV:
Presentation
The moment of truth. We present our findings, ideas and Creative Strategy back to you. We typically explore a few different options, much like trying on a few different outfits to see which feels just right.
The result is a cohesive, effective brand position everyone can agree on.
When brand leadership can agree about who they are, what they represent, who they’re speaking to and what the goals are, this results in a brand your clients, customers and competitors recognize and understand.
