The Creative Process | Part Seven

Photo of Gemma Burnikell

The Creative Process: Part Seven – Marketing

We have now arrived at our last article of the series. This final post sees us explore the world of marketing and we discussed this with Gemma Burnikell who is steering the ship over at Gem Media.

Gem Media are a creative Marketing Consultancy dedicated to independent brands and provide their clients with a professional marketing service which aims to help their business raise brand awareness.

Q1. Explain to us what you set to achieve from the first client meeting where a brief is trying to be established and your approach to this?

First of all, it is important I understand the client’s target market so I can strategically plan the Marketing Campaign and understand what platforms we need to be communicating on. I also need to understand the client’s brand identity and “brandonality” to distinguish the style of communication and tone of voice.

Q2. As we both know, branding is about identity. Can you provide us with some insight into your creative process when establishing the identity of a client in order to develop their brand?

To establish the client’s identity, I look at the way they represent themselves on their website and social media. The colour scheme, language and content used all help to identify this. However, in some cases this doesn’t match up with the way the client want’s it too, so it is always essential to discuss this in the initial consultation.

If the client is yet to have a website or social media, I ask the client to describe their business in 3 words. Using colour psychology we pick a colour together to represent their description and then I get creative. Pinterest is always a great tool for inspiration!

Q3. Do you feel a sense of responsibility to educate clients so to speak on the importance of brand consistency? For example, ensuring that not only the visuals used across various platforms are consistent and within brand guidelines but their online voice to should they be communicating with customers or other businesses on social media channels such as Twitter, Facebook & LinkedIn?

Yes. I advise all of my clients that brand consistency is essential. Brand messages and campaigns should be consistent on all platforms so that the user can identify the brand immediately.

Q4. As creatives, ourselves we know first-hand that you can’t force creativity. It has to be organic and if it’s not happening, you take a step back, take a breather and try again. How do you approach potential creative speed bumps similar to what songwriters and authors refer to as ‘writers block’?

Exercise or Travel! It’s always good to take a break. You always come back with better ideas. Exercise because it is important you feel good in yourself, so that your mind can run free with exciting, happy thoughts and travel is helpful because you see new sights, meet new people and adapt to new ways, all of which inspire you to get creative.

Q5. What’s your favourite part of the creative process and why?

The Delivery. When the client and I agree to a brief and I go away to deliver the project, the client can see my work and the idea comes to life. From then on, it grows into a beautiful story. This is what differentiates any creative as it’s very easy to discuss new ideas but not all can deliver.

Q6. How do you define a successful project?

A successful project is one that adheres to the client brief and delivers the client results. Although a lot of Marketing is to generate brand awareness, it is important to get Sales too. We thrive upon the fact our Marketing campaigns deliver results.

Q7. What advice would you give to anyone who is looking to pursue a career in marketing and just how much can be learnt and how much of it is a natural talent/gift?

I would advise them to gain experience in all media, from Social, Video, Radio, Print etc, as Marketing is very much about integrating all platforms to get the best results. There is no point in focusing on one channel as brands needs to meet their customers on all touchpoints.

Although the art of communication is a natural talent, it is always good practice to self educate with Marketing books, podcasts and blogs like E-consultancy and HubSpot. Learning your way around tools and software like Hootsuite, Klout and Mailchimp can also be beneficial.