One of the biggest challenges many of our clients face is that they’re just too clever for their own good. And we mean that in a nice way. They come up with these brilliant offerings that feature the latest service innovations, technologies etc. and then they run aground trying to properly explain what it is they’ve come up with and why a customer (who is so well versed in the status quo) would want to make the change.
This is where great creative comes into its own and performs a vital function, bridging the gap between a sensational idea and a saleable one. Here’s how it works:
Human beings love things they can relate to and identify with. They love authentic differences and character. They love narrative and novelty. Even the most analytical souls are emotionally driven at their core.
It’s for these reasons that no matter what you’re selling, regardless of how serious, professional, or ground breaking it is, we have to like the people and the story behind it before we’re able to engage with the logical rationale behind buying it.
This is why we have to use creative to simplify complexity.
Tell a story
Whether its your origin story, the eureka moment that inspired your current offering or a real human impact story from your work, a story is a great way to make something technical and complex relatable.
Give it a personality
A strong identity that goes beyond logos and brand guidelines to a strong set of values and really distinctive tone of voice that could belong to an actual human is a great way to make your offering relatable and real.
Give it a face
Related to the previous point, giving your team centre stage in your brand marketing is a great shout as they are by definition very real and human.
Use a big idea
Finally and possibly most effectively you can use a big idea to explain a complicated or mundane thing.
Whether it’s using an easily understood analogy or metaphor to explain something, or taking something complex and illustrating it with a really simple image, the big idea works for any product, service or brand.