Creative agencies (like us) love to talk about creative strategy. As a phrase, it’s a bit of a catch-all - a blueprint for how a brand wants its marketing team to move forward, the steps they’ll need to take to reach their goals and why those goals are important.
So, to put it in simple terms, your creative strategy is how you’ll effectively communicate what you stand for as a brand to your audience.
And it’s this - the “communication” part - that really needs to be emphasised.
Now, you might have read interesting stats about how 90% of the information processed by your brain is visual. Or that 80% of the long, detailed copy you write doesn’t get read. With stats like these, it’s easy to jump to the conclusion that copy doesn’t really matter - but that’s simply not the case.
What we’ve found from our experiences, and from those of our clients, is that copy is an invaluable tool when it comes to crossing the bridge between visual design and creative communication. For us, this is where a narrative, a single story that defines your brand and positions your audience as the protagonist of your story, comes to the rescue.
By investing in the creation of a unique narrative that fully encapsulates your brand’s values, history and ambitions going forward, you’re creating a solid verbal foundation for every piece of copy along every touchpoint on your user journey.
And it’s this narrative-anchored copy that is the glue that holds the strategic and visual elements of a creative strategy together.
Visual design is allowed to demand attention from your audience. Because humans are such visual beings, we’re subconsciously looking to absorb more and more visual information. What this means is that every word of the copy that a brand uses needs to serve its purpose: adding context to visual design without detracting from its impact.
It doesn’t matter if it’s a prominent, brand-carrying tagline or a simple subject line telling you that your pizza is on its way - any copy you create has to be founded in your creative strategy, and it has to have a purpose.
It has to add extra information or extra value to your brand and to your product - because there’s simply no room for the same thrilling frills that visual design is allowed.
Without copy, even the best visual design could fail.
How else do you fully convey what your brand stands for? Give context to a beautiful Instagram post? Nudge an interested customer towards the checkout? Explain the features of your latest fashion collection?
The best copywriters know that their words are complete when there’s nothing more to add and nothing left to take away.