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Wendy Groenewegen
What is creative concepting?
Creative concepting involves generating innovative and original ideas to achieve a specific goal. It is about developing unique and impactful concepts that creatively and effectively convey the message of a brand, product, or service. Think of a converting website, a distinctive corporate identity, or a new campaign.
In the world of strategists, marketers, graphic designers, and copywriters, there is a constant demand for creative concepts. Of course, we face time constraints, budgets, and, not to forget... opinions. We must unite our strengths to achieve the desired result. Creative concepting is like the bridge between ideas and reality, where the challenge lies in creating creative ideas that inspire and are goal-oriented. At Vandeez, we follow 3 phases:
Phase 1: The Foundation - Brand Strategy
It all starts with brand strategy, where the personality of the brand comes to life, strategic principles become clear, and goals and target audiences are defined. Strategy provides direction, focuses on brand values, and ensures consistency. It forms the foundation on which creativity can thrive.
Christy's tip: In a team, it is important for the brand strategist and creative designer to speak the same language. Spending time together, going through desk and field research, reviewing a briefing; it's crucial for the team to feel the DNA and ambition of the organization or brand.
Phase 2: Creative Flourishing
In this phase, creativity comes to full bloom. It is the moment when the brand gets a face and a voice. The search for unique, eye-catching concepts begins, with the aim of distinguishing the brand from the rest. It requires exploring uncharted territory and coming up with bold concepts that evoke emotions and make an impact.
Sjoerd's tip: Regularly organize a creative brainstorm with the team, perhaps at an external location. Let ideas flow freely and focus on originality.
Phase 3: Execution and Realization
The final phase revolves around executing concepts in visuals, language, media, and resources. Here, ideas come to life and take a tangible form that captivates both internal and external audiences. From design to copywriting, this phase ensures a consistent, appealing, and effective presentation of the brand.
Sjoerd's tip: Select the three most promising ideas and develop them into full-fledged concepts. Clearly present how these concepts reflect the brand values and goals.
Christy's tip: It's important to always do the process in co-creation and to assess the objectives with your stakeholders throughout the process. In various sessions, you can gather input, learn, and improve your concept.
More Brand Impact with Creative Concepting
To truly make an impact with your brand, creative concepting is indispensable. It ensures that your brand stands out, builds a strong emotional connection, and communicates effectively. By doing it in co-creation, you ensure that your creative concepts and results are supported by your stakeholders.
Creative concepting is the synergy between strategy, creativity, and execution that makes a brand distinctive, impactful, and meaningful. We are happy to advise you on this. Take a look at our services.
