The Lean Branding process consists of strategy, messaging and design. Of these three, messaging and copywriting is often the hardest to apply lean principles to. Language can be very subjective, so judging how best to create copy in a fast-paced environment is not easy. There are a few lessons I’ve learned from creating copy to help express a refreshed brand position.
Copy and messaging is where your brand comes to life in the written word. People are visual creatures, but language is still one of the most powerful ways to communicate and persuade. In almost every industry copy and messaging is a vital part of bringing the brand to life.
Management consulting firms want to move into design, and creative agencies want to move into management consulting. It seems that everyone wants to swim upstream to the boardroom and consult on innovation, customer experience and design thinking. The widely held theory is that there are good margins in this type of work (and let’s be honest, it’s sexy as hell). But what no one talks about is that the high-end strategy work is actually important because it leads onto the multi-million dollar implementation projects that secretly feed the biggest global agencies
Over the years, I’ve worked in several of the grey areas between management consulting and design thinking so I’ve seen some of these macro industry changes first hand. The toughest part of my career has always been finding the chink in a client’s armour that lets us get close enough to the boardroom to ask the really tough questions. It almost doesn’t matter what the starting point is for a project if your goal is to get to the deeper issues inside a business. With all these shifting agency services, it’s hard for clients to know who to turn to these days for advice on big problems.
Advertising, design and public relations all have something useful to contribute to social media. But they come from very different worlds and they each have hidden biases. Customers just experience the end result, but the way a company builds their reputation can be secretly swayed by the type of agencies that a company hires to help out with their social media. Owned, earned and paid media all add up to an overall impression of the brand.
I arrived in London at the height of the global financial crisis. Back then no one was hiring for Brand Strategists because it’s not a good look to do a new logo when you’ve just laid off 10,000 people. And it’s definitely not a good look to do a management workshop about the meaning of life to then choose the colour of the new logo when you’ve just laid off 10,000 people. So brand strategy (and in particular, the management consulting style brand strategy that I was most experienced in) had fallen off a cliff.
It’s not an easy time for students wanting to figure out how to get a job in advertising. You need to fight hard to get your first job in the creative industries. I recently gave a speech to a group of students from Temple University about creativity in business. The most common questions afterwards were about careers, internships and jobs. It seems that finding a job in advertising is proving even more difficult than ever.
I’ve picked up a few tips over the years on how the industry works and what the best ways to get started are. London has an amazing array of advertising, marketing, communications and public relations agencies. Continue reading How to get a job in advertising