Finding excitement in writing and design

Too often, we get bogged down in execution when it comes to writing and design. It's strange because lots of creatives yearn for time to actually be creative, but doing work for specific projects can feel anything but fun. This boredom tends to be even more intense for those who have worked at the same company, promoting the same product or service for years, but we agency creatives deal with it, too! The problem is that if you're not having fun, it shows in the work.

That's why taking a step back and finding excitement in every project is so important. Whether you're writing about waste management or designing yet another PowerPoint template, there's always a way to find the fun. Don't worry – we'll tell you how.

Strategic starting points

Sometimes, excitement can be found in metrics rather than subject matter. For example, looking at past benchmark results, creating reasonable goals, and meeting or exceeding them.

Even if the subject of your campaign doesn't immediately spark joy, doesn't mean it can't! Get creative and consider an angle others haven't that would move the metrics up and to the left. This strategic rethinking can help you win, and that win could be the motivation you need to get reinvigorated.

Want an example of how to put a new twist on a product or service you may not be thrilled by? Let's get back to the waste management example. You're likely picturing a septic plant. But what if, instead, you thought about what's possible if waste management is successfully executed?

According to ETM Recycling, "The whole purpose of waste management is to reduce the amount of waste that goes into landfill. Instead, rubbish should be seen as a valuable resource." If that's the case, your creative could be a clean slate! That's pretty exciting.

Brand inspiration

If you struggle to get excited about a particular subject matter, do two things.

Go back to your brand

See if you can use your brand elements unexpectedly to showcase the product or service. Be willing to experiment with the brand and be open to all options. Here are some examples we love.

• Iconography updates – Could your iconography use a facelift? Some rejuvenation to make your brand standout? Experiment with iconography and create a more custom look and feel for your visual elements.
   
• Pull back to basics – Using brand-forward color, textures, wording, and other methods to return to the brand when you go off message can be refreshing. Staying true to your brand is an underutilized superpower.
   
• Find love again with "why?" – Think about the excitement that comes at the beginning of something. Whether it's a company, a project, or something else, that's what you need to harness. Incorporate things like why people love a company or why it was made. Essentially, we're telling you to find your "why" again and push it further.

Seek out other brands

Find out how similar brands are handling the subject or service and take inspiration from them. 

Note: This doesn't mean copying. Inspiration is one thing, taking another's intellectual property is another. While most work is derivative of something, you must offer your perspective if you want the work to shine. Remember, Apple and Microsoft have similar products but entirely different ways of promoting them.

Build a brand identity

Okay, but what if you don't have an established brand to return to? No problem! It's time to build one. You can do this by considering all of the following:

Your people – Conduct stakeholder interviews to get the full picture of what you should center on. Those exercises reveal many fascinating details that can be used for campaigns.

Current state – Inventory your current likes and dislikes regarding your current site or creative work and use them to make a more formal list.

Aspirational brands – In a perfect world, what would your brand be like? Make a list of what success looks like brand-wise. These brands can be in your industry or not. Don't limit yourself. Once you do this, you can note commonalities that you can use to create your presence.

Competitors – It's always smart to keep an eye on your competition. Look at what they are doing well and what they aren't, as both are equally important. This intel will show you what might work for you. 

By the way, we offer audits if you would like deep insight into what the competition has cooking. Here's one we completed recently for Metro Credit Union.

Favorite phrases and words – Are there particular pieces of messaging that just feel right for your company and, conversely, ones you would never use? Make a list of them. Those will be the basis for your brand messaging in the future. These words and phrases will help your copyrighting team members weave your story.

Personality – You can draw design aesthetics from qualities or attributes. Even if you don't have an established brand personality, you can create one and then think about what design elements would work with them. For example, we work toward being courteous, vibrant, approachable, resilient, and reliable, so we chose bright, dynamic brand colors.

Voice and tone – How would you like the world to experience you from a written perspective? At Imarc, we aim to be human, thoughtful, inspiring, passionate, and direct. Those things make up our brand voice, but our tone is more nuanced, depending on who we're talking to. Think about how you want to communicate, write it down, and let it lead you forward.

Successes and failures – You can learn a lot from what has and hasn't worked in the past. Look for patterns so that you can reproduce ones that have generated success and sunset those that haven't.

Connect with the physical – You can find inspiration in surprising places. We live in a digital-first world, so look at tactile things like books to get a different perspective.

While this isn't everything you'll need to do to build a comprehensive style guide, it's a good start. A style guide can help you move your business forward, and we're happy to help you build one.

Change your mind

Some of the best non-marketing-specific advice we have to offer that can also apply to marketing items is to be open to change. Frequently, we get stuck in ruts by looking at things the same way. But remember, you can always learn new things and swap your position. That's where excitement lives. Don't you want to live there too?

If you're ready to create something fresh while respecting your brand, say hello.