The Language Barrier…

So, this is probably one of the biggest challenges faced by any creative consulting agency and their clients in the process of bringing a vision to life. But once you have a clear strategic communications process and plan, it is one of the most exciting and rewarding parts of production.

You have a picture in your mind of how you would like the digital communications strategy assets to look; a hero shot for the website, new product or brochure campaign. You’ve built a great rapport with a creative studio, and now you want them to help you bring your vision to life. The next task is to communicate that vision so that they can produce the closest, and most realistic interpretation of that vision. Yes, I said realistic – and here’s why: Vision is an amazing thing to have, it means that we can see months, even years down the line in the path of progression for our business. But a vision sits in our minds. A visual on the other hand is seen with the eyes, and excitingly means we can all participate in its existence, by looking at it. The down side to this is that, unlike our inner faculty of vision, we are limited by the physical world – budget, time, technology etc. in bringing it to life. So moving from a vision to visualisation is one heck of a process, and the better we can articulate our vision, the more effectively we can create a visualisation to match it.

Map the journey…

As the creative brief for a strategic communications project grows, so does the volume of information to support it. If you run a creative consulting agency, you will know how much data is packed into one, hour long conversation, and keeping track of it is a great way to set up for the production process later down the line. One of the ways we can achieve this is by mapping out what we need to know before we can start production on a shoot, copy, or film. A creative brief is one of the most helpful tools you can have in your production toolkit. Once your digital marketing consultant has that information, they can start to formulate the questions that will generate the answers needed to plan, price and produce a piece of creative work.

Build a culture for open strategic communications…

If you have a culture where open, respectful communication is welcomed and expected, it can save an awful lot of time in the briefing process. Leading a culture of discovery and enquiry is both healthy and productive when interviewing clients about their vision. A well structured path of enquiry can help them clarify their vision, and maybe challenge it in a healthy way, enabling you to create a SMART visualisation on the other side of that initial conversation.

Building a communications strategy…

For now, language is the tool for describing strategic communications, and the more accurately we can relate our vision to another person, the better the results are going to be on the other end. Sounds obvious doesn’t it? But how do you define the words you are using to describe that image? Are they the same as my definition, or the agency creative you are working with? Agreeing on how we are using language is the beginning of what can be a successful or, not so successful, working relationship. Sometimes, the best way to get an understanding of how we are each using language to set our respective expectations is to seek out examples of previous work or campaigns we like, which represent our vision and inspire us.

Hynek Associates is a full service digital marketing agency, helping owner managed businesses and SME’s drive their marketing campaigns through managed social media services, creative assets and web design. Interested in finding out more? Contact us to book a free, no obligation Discovery Call.

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