One thing about working in the creative promotions business is that quite often you’re not the creator of the brand you’re working with. Which could result in a couple things:
So, how do you get around these challenges? Well, the first step is realizing (and accepting) that there’s no room for ego when working as a brand partner. You need to talk less and listen more—not just with target audiences, but with your clients as well.
At ST&P, we’re no novices when it comes to getting this concept. And, you can trust that when you team up with us, your brand will always take center stage and get a standing ovation from its audience. That’s because we know what to do in the face of “creative adversities” (such as the examples above) and embrace the kinds of positive outcomes that arise when you check your ego at the door, like:
A thorough understanding of the brand is what enables you to not only be successful as a designer or strategist, but to also get the most enjoyment from the experience. Before you begin, make sure you get your hands on all the brand documentation and references you can. This will enable you to really understand the ins and outs of the brand, so you won’t have to wrestle with minor details and can move on to the bigger picture. When you understand the brand, you can push to the edges of creativity and be your most creative self, because you understand the essence of the positioning and what it’s all about. It also creates a solid foundation to (potentially) build an argument on to do something that may be perceived as “out of character,” but in truth, actually holds to the brand position.
2. Brand Consistency
Complete consistency of brand image and continuity of its message across all media and channels are what gives a brand its strength and its viability. When a particular part is out of sync (especially for a well-known brand) it degrades the overall brand experience. As a brand partner, it’s your responsibility to uphold brand consistency in your area of influence and expertise.
When you’re able to demonstrate to your clients that you truly identify with and have a tight grasp on their established brand, and are in fact working for them, you start to build a level of trust and reliability that they may not find in others they work with. Creating a level of trust with your clients early on in the relationship builds reliance on you as a partner and opens avenues that may have been closed before. A brand manager within a company has hundreds of things to worry about, when you’re not one of them, it can only mean good things.
To recap: Checking your ego at the door gives you the ability to demonstrate a solid understanding of a brand which helps promote brand consistency and generates trust on the part of your clients. Essentially, it’s a win-win-win for them.