Establishing a Process for Successful Creative Development 

When executed correctly, a good creative plan builds a relationship with your audience based on powerful connections and meaningful insights. Read on for the pieces you need to create an effective development plan for your brand.

Set strategic goals

Before you begin your video marketing campaign, consider why you’re investing in this content development. How does your video strategy fit with your overall brand strategy? How will this video or series help you achieve your goals for brand growth?

While videos are a marketing tool, each brand has different goals for their videos. Maybe a young brand needs to gain exposure and make an introduction, hoping to find its first loyalists. One brand might be looking to lure customers from another brand. Knowing what you hope to accomplish with your video content will help you plan and execute your creative strategy more efficiently.

Explore the heart of the issue

Many brands use creative marketing to explain how their product or service will help solve a problem for the customer. This is great to demonstrate to viewers, but it is a short-term reason to invest in your brand. What is your brand’s higher purpose? Does your widget help a person save time, or does it allow people to spend more time doing what they love instead of a mundane task? Getting to the heart of the big idea behind your brand and using that to drive your video campaign will help your viewers connect more deeply.

Design your creative platform

A creative platform is the big idea unifying all of your branding materials, regardless of format. Your creative platform is broad enough to last years and span many campaigns, and is flexible enough to translate to platforms you may not even be aware of yet. The creative platform addresses how the brand relates to a key insight (identified above).

Consider how consumers experience your brand

Your brand story is told across a variety of platforms and in many different formats. Even video marketing, one subset of your marketing plan, has several possible touch points: organic and paid social, web, television and more. Walk through how consumers reached the point where they’re viewing your videos, and how that might impact what they need to see to understand your brand. Are they discovering your video as an ad while they flip through Instagram Stories? Are they visiting your website and finding a video on your Services page? Consider how your campaign serves viewers at different stages of the consumer journey.

Execute your plan

Once you’ve developed your creative, it’s time to share it with the world – or at least your well-defined audience. Use your video content and other creative marketing elements to greet your customers at different stages of the brand journey and activate their interest in and familiarity with your brand. Good creative is not talking or shouting at your audience, which will only encourage them to block your messaging. Good executions are well received by your audience, and ultimately lead to positive engagement with your brand.

For help incorporating video into your creative development process, say hello!