An ability to deliver creative PR and marketing solutions is fundamental to our ongoing success as a business. But where does that creative spark come from? Our lead designer Mike shares his thoughts…

Many of you will be familiar with that sinking feeling when you’re staring at a blank page and willing the ideas to flow out – be it writing a presentation, pulling together a proposal or even drafting an introductory email to a prospect.

Design work is no different.

Once we have our brief, it’s time to get the thinking cap on and engage the brain. This can be trickier than hoped once the clock starts ticking. After all, the account team has given their deadline and the client has their milestones to meet too.

Come on Mike, where’s the solution?

Well, sadly, there isn’t one magic answer to this question but there are some things we try to get the creative juices flowing…

1. Being open to ideas

Sometimes a fantastic idea may hit us while we’re sitting in front of our Macs but if it doesn’t then that’s fine too. By being aware of our surroundings – be it a shop window on the walk into work, a poster on our bus journey, or a song on the radio – we leave ourselves open to a potential spark which could lead to a fantastic creative concept.

2. Challenging expectations

As Orson Welles said… “Don’t give them what you think they want. Give them what they never thought was possible”…and more importantly, something that works! Don’t be afraid to challenge briefs when they come in – interrogation is a great way to add value to the thinking process and final result.

3. Writing things down

Ideas can strike at any time so it helps to carry a notebook around with you. That way, whether it’s a 3am thought or inspiration that hits when you’re out and about, you can quickly jot it down or sketch it out and revisit it later when you have more time.

4. Being brave

Not all ideas are good ones and the brilliant idea you had at 4am in the morning may not be quite so brilliant in the cold light of day! But be brave. Don’t be afraid to throw your ideas into the ring when having brainstorms or even fire off a quick email to your team with a few suggestions. The worst they can do is say no – and there will be a good idea in there somewhere.

5. Accepting constructive criticism

It’s tempting when you’ve had a good idea to be a bit protective – after all, it’s your vision and you may see it unfolding a certain way. But be prepared to accept constructive criticism and advice. Sometimes an absolute gem of an idea can be polished further with a little outside input.

6. Celebrating together

Seeing an idea develop from an initial brainwave to a real life, tangible entity can be incredibly exciting and satisfying. So don’t forget to celebrate your shared success with your colleagues. Collective enjoyment and praise for a job well done can work wonders for morale and really bring you together as a team. The perfect environment for ongoing creative success.

And finally…

Even when you think you’ve nailed one of your best ideas, it might not turn out to be as unique or original as you want it to be. If you’ve had an idea so good that you wonder how it hasn’t already be done – chances are it has.

So, before you get too excited be sure to do your research and, if there’s any hint of similarity, be prepared to let the idea go.

Great marketing doesn’t come from imitation.

It’s about standing out from the crowd through interrogation, collaboration and inspiration.

Turning great ideas into effective marketing campaigns that really hit the mark is what we do best. To see our creative process in action call us on 01225 683682 or contact mark@brookesandsowerby.co.uk