Branding is neither 'dark art' or 'rocket science' - it is mostly just common sense. As with so many simple things, there are a few simple rules. Here is one that has been much on my mind this week: keep strategic and tactical ideas separate.
Tactical ideas are for the day to day. They include campaigns, advertising, direct mail, blogs, tweets, web content that sort of stuff.
Strategic ideas are bigger, broader, more long-term. They include guidelines, plans, vision, values, that kind of thing. Verbal-id works at a strategic level.
They both have their place – and more specifically – they need to be kept in the right order.
Strategic ideas come before tactical solutions.
Although it is possible to achieve tactical objectives without the strategic work, the chances of success are lower, and there is less chance you'll be able to build on previous campaigns. There is also more chance that the project will run into complex arguments, confusion or contradiction. And that will cost time and money.
In general, it is best to get the strategic 'big ideas' agreed first, before tackling the tactical...
It's tempting to throw them a curveball, but you can't expect design and marketing agencies to be able to come up with web pages, advertising, direct mail, packaging or even stationery, before the big ideas are in place. They need the big, strategic ideas to be in place to really let their creativity fly...
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