1. Revision, division, decision!
All great brands and campaigns are derived from a substantial body of research. Whilst the volume required depends entirely on the particular circumstances, you should gather as much information as possible, distil it to only the very core elements and use this base to guide creative articulation.

2. Bravery = distinctiveness
Don’t opt for a brand identity that pales into insignificance or merges with peers. It’s perfectly possible to be as close to ‘disruptive’ as you dare whilst still being wholly true to your organisational values; this is where creativity is at its most powerful and can add most value.

3. Be consistent + multiply
The biggest mistake made by organisations of all sizes is the failure to consistently apply brand identity. This occurs for all sorts of reasons, most of which are understandable to a point – however, there are significant gains to be made if ‘brand’ is adequately budgeted and planned at the outset.

4. Trust > fear
One of the biggest challenges within our sector is subjectivity. However, the rationale for any creative should give you confidence that it’s been carefully considered, is audience appropriate and has been conceived by the hands and minds of people (ideally) with a great deal of experience and expertise.

5. The sum total
Every brand and creative agency is different, yet the general approach of fostering trust, creating excitement and delivering meaningful results should remain constant. If this doesn’t currently ring true for you – or the approach sounds appealing – please don’t hesitate to get in touch.