I’m an idealist and I get paid for it
by Cornelia S.
They have the job of their dreams, I have the profession of my dreams.
I’m not a Branding Guru, an Creative Copywriter or a Creative Marketer. Neither I’m in charge of devising guidelines for brands, generating content or implementing strategies.
Truth must be told: I’m an idealist. And I get paid for it.
How can one be an idealist, and get paid for it? Far from suggesting the possibility of being repaid for having a world perspective as such, I’m referring to the idealistic attitude which materializes into our daily routines and our style of work. The certain attitude that even today makes possible the creation and nourishment of values within social contexts (the corporate environment is one of those social contexts). The attitude that enables us to pursue new enriching experiences — in our daily working lives, at parties, on our holiday.
In other words, idealism — as an attitude adopted with pragmatism, can open the doors to persevering.
But let’s go back to the real world, and find out more about the place of idealism in the world of communication, branding and corporate environments.
And how communications people — including myself — are, at the root of their profession, idealists.
So let’s find out: what I’m getting paid for?
1. Imagining a flawless scenario of communication
2. Driving a vehicle for business vision continuity
3. Transforming the brand into an asset through which anything seems possible
Idealism starts with the ability to imagine flawless scenarios of communication
In the world of communication, and especially in the world of internal corporate communication, framing messages and channelling them flawlessly is essential. Mainly due to the distinctive traits of the target: a limited group of people which manifests maximum interest towards the company’s acts and behaviour (as their wellbeing depends on their employer’s wellbeing), every single message must fall into place within the larger stream of information (that constitutes the brand image) and match the cumulative perception of employers.
Shortly put, imagination comes at hand — and not in the purpose of inventing messages, but in the purpose of imagining an ideal scenario where every question that the communicated message would rise, gets answered through the way the message is entailed.
“What would anyone in this organisation like to know about this topic as to consider that they have the bigger picture?”, Which is the information they miss now — and how this new piece of information comes to clear up the new outlook?”, “How does the new information relates to future events?” — placing the foundation of a transparent and precise communication.
The antagonistic side of communication in an organisation is the one that’s connected to the CEO. More specifically, we’re talking about the person in charge of branding, in relation with the CEO and how their responsibilities overlap and intertwine.
The original idealist in a company is the CEO. He or she is the person who, at one time, had a unique and explicit intention of opening a business. He/she had a vision. A vision that follows him/her throughout the entire existence of the company.
But as it happens in the world of business, companies go through a process of transformation, becoming what we call today — brands. They become loaded with symbolism, behaviour, values: immutable assets of the brand. And brand development is the Brand Manager’s tool that ensures that the business business vision reverberates through all branding initiatives: design, objects, messages, experiences. As it develops it, he or she constantly considers the business vision, using branding tools to drive the brand closer to its ideals, thus reaching closer to the peaks of business vision.
Last but not least, all communication efforts — can transform the brand into an asset through which anything seems possible. But how? And most importantly — why?
Brands do represent people’s aspirations, ambitions or dreams, and through branding and ideas, they manage to catch people by surprise, to cause them wonder and make them think.
Constantly succeeding to do this through ideas that come from the brand, the brand itself can offer the feeling that anything is possible, anything can be achieved. It becomes an asset that affirms that the company has the necessary resources and abilities as to offer employees reasons to feel at ease and — at times — even inspired and encouraged to look up to the future in turn.
Even if you call yourself a Branding Guru or a Creative Marketer, your job title doesn’t make you less of an idealist. Looking at our daily activities as a constant exercise to pursue perfection (even though we never achieve it), to create and decide only by considering the business vision, or to dare to create exciting brand experiences, only opens us new doors in acting and thinking about the power we’re invested by our jobs:
- We have no creative boundaries in the way we do our work
- We get to act as visionaries and to bring visionary ideas
- We’re empowered to create only inspiring brands.
Cornelia S. is a copywriter for the tech industry, a visual dreamer, a creative thinker with a knack for patterns and logic.