Developing Ideas That Stand Above The Rest
So you are trying to come up with a brand redesign, or a new campaign, or it may even just be a new billboard or digital ad. The process to come up with the perfect idea that is both good and effective to boost sales can be one that seems like a high mountain to climb.
We are here with our expertise to create just what you are thinking (or may not yet be thinking) and execute it so that it stands out from your competitors.
PHASE 1: First things first when coming up with any idea – we have to look at who it is for. Learning about the brand, their tone, and what the project is that we are working on for them. Also, looking at products and services that are similar to others out in the world already. We see what others are doing, flip it, and keep that in mind for the future in order to create something that isn’t the ordinary.
PHASE 2: Now is when the creativity really gets flowing. Once all the research is done, it is time to start brainstorming ideas. We find this is done most effectively in a group, in front of a whiteboard where all ideas can be jotted down, expanded upon, come back to, and all seen in one place. THIS is the time when no idea is a bad idea.
Do you know what else get’s a person’s attention – stopping them in their tracks? An idea that is out of the box. Thinking out of the box is often easier said than done. You need to know how to get out of the box and then where to go. Why should we go outside the box? Outside means risk, risk means excitement.
Bring everything to the table (words, phrases, full thoughts), combine ideas together, go on bird walks to gain inspiration. During this process it may seem like there are no “new ideas”, and you are probably right. The focus, however, is combing these old elements in order to create something new!
PHASE 3: Now that you are staring at a white board full of ideas, you need to refine them down to one or two really great ideas. How do you figure out which ones are best? Which ideas will stand out from everything else in the world and grab the consumer’s attention?
TIP 1: A good starting point is rejecting the not so great ideas. The ideas where the thought and feeling behind it doesn’t align with the client or brand. This will bring your focus to the ideas that truly work with the brand. Think of the brand as a person, who would they be? What would they wear? Drive? Do for fun? Forget about the ideas that don’t fit with this personality. This is also where you highlight the ideas you initially love and are excited about!
TIP 2: During the process there will be roadblocks, or times when everyone just needs to step away and let the ideas sit for awhile. The “incubation process”. Often huge ideas come to you when you least expect it! So sleep on it. Go for a walk. Work on something else for a while. Simple as that. Look at the problem you’re faced with, and come back to it later. This solution is useful at any stage of a project or creative process. Have too many options for that logo presentation? Come back tomorrow and the chances are that you will identify ones you don’t like and weed them out. Have a menu you’re designing and can’t quite figure out how to get it all to fit? Put it away and come back to it with fresh eyes in the morning.
TIP 3: Great ideas also have to be realistic. Sketch a few of them out either on paper or digitally. Talk through them with others. Make sure they can be executed well and across multiple platforms. Make sure they are versatile. The idea is only as good as it’s execution. Keeping in mind the mission, tone, and audience throughout the execution process will ensure that the project, whatever it may be, continues to remain impactful, and stand out above the rest.
Questions to Ask to Determine a Great Idea
- Does it match the mission of the Client?
- Does it fit the feel and tone the client is trying to convey?
- Is it communicating what it is supposed to?
- Will it speak to the client’s target audience?
- Can we execute the idea in a way that will fit multiple mediums and still remain strong? (Is it realistic?)
- Is the idea different and “out of the box?
PHASE 4: When you have reached the point where you have found 1-2 ideas that you are really passionate about and were able to answer “yes” to all 5 questions, it is time to execute them (which we know we can do since the ideas made it through these questions). Getting stuck during the execution process? Go back to our tips!