A simple guide to help jump start the creative process
For young creatives, it can be tough staring at the blank white screen or page. Here’s a helpful guide to start generating ideas.
Brand or product: What is it, what does it do?
Its truth: What is the single truest thing you can say about the product? Be honest. (Examples: See this.)
Features: What distinguishes it, defines it, makes it special? (Example: Lasts long.)
Benefits: What are the benefits of those features? (Example: Get there quick.)
Benefit of the benefit: What does that enable or make possible for a user? (Example: Re-connect with family. See the inside.)
Purpose: Does this brand have a bigger purpose or reason for being?
Enemy: Does it have an enemy or take sides in a conflict?
Community/users: Is there an existing community that is a source of content and creative ideas?
User interests: What is happening right now — in the news, in entertainment, on the Internet, in real life — that the brand’s community is paying attention to or cares about? How can it be leveraged?
What stories can you tell: What are the brand’s stories — real or created for inspiration — that can be told? Consider history, product, users, ways of informing, entertaining, inspiring, educating, helping.
Media: Where do your users spend time? What platforms? What screens? How does that affect what you make?
Influencers: Who are the influencers? Can you collaborate with them? Use them as a media channel?
Also, online, a quick guide version of the above.