The uninitiated tend to think creative ideas come to you in the bath or after being holed up in a creative’s attic garret for a week with a spliff and a bottle of JD! However pouring over the briefing document and the profiles of the target audience for hours is nearer the mark, using the product or service yourself helps too or at least talking to the people who buy the product or use the service. It is from this groundwork you can gain the insight required to identify exactly what the customer is looking for and how you can fulfil that need in a unique and irresistible way. Having come up with the ‘big idea’, applying it to different marketing vehicles is how the idea grows and develops its own momentum. Whether it’s applied to a website, product literature, direct mail or advertising, the brand USP (Unique Selling Point) is set and should be applied cohesively across the whole marketing platform, making sure that your brand is true to this positioning at all times.
