February 22, 2023


The real magic behind a creative masterpiece, a brand strategy or a clever campaign doesn't happen in an instant, but rather through the process of connecting ideas and honing them into something truly exceptional. Creativity is not a one-time event, but rather a journey of discovery and refinement.

For creative individuals, criticism is an inevitable part of the process. And if you're passionate about your work, like I am, you'll likely experience moments of self-doubt and fear, especially when I am presenting something new to our partners. However, it's only those who are resilient in the face of criticism and remain unfazed by the fear of rejection, who will make a lasting impact.

Being highly intelligent does not guarantee creative success. Rather, it's a combination of being smart and putting in the time and effort to refine the craft. The most creative people are those who are willing to invest their time and energy, immerse themselves into the project and respond to criticism in a way that fuels their next cycle of creativity.

In today's cluttered marketplace, with many media & communication options and platforms, it's more important than ever to have a strong identity that comes from the creative journey, and brand strategy that sets you apart from the competition. With so many companies competing for attention, it can be tempting to take try and stay on top with shortcuts or rely on generic, uninspiring marketing strategies, AI tools and quick design apps for the solution. However, doing so will only result in your brand, campaign or great idea blending in with the rest and being easily forgotten. To truly stand out and be remembered, you need to invest time and effort in creating bespoke branding & campaigns that reflect something unique, yet relevant to what you are offering.

Your creative assets and campaigns are more than just your logo or taglines. It's the essence of your company and what will set you apart from others. To create a strong brand, you need to understand your target audience and what they want from your company. You need to communicate your USP and value proposition, what makes you different from everyone else, and what you stand for. This will help to develop a consistent message that will resonates with your target audience and builds trust and loyalty.

To create a bespoke branding strategy and/or campaigns, you need to take a holistic approach that considers all aspects of your company's image and reputation. This includes your brand assets, website, advertising, customer service... your entire omni-channel approach. Everything should be consistent and reflect your brand's values and messaging, creating a cohesive identity that customers can easily recognise and remember.

Gone are the days of relying on generic marketing strategies or pushing out a message that doesn't resonate with your target audience. Today's consumers are savvy and want to see brands that they can connect with on a personal level and feel part of a community. To stand out, you need to create a marketing strategy with the right processes and frameworks that are tailored to your specific target audience needs and wants. This could include digital advertising, influencer marketing, content marketing, and all the other relevant touchpoints.

With the rise of technology and AI, there are more options available than ever for marketers. However, it's important to remember that technology is just a tool, and it's the creative thought and strategy behind it that will make your brand truly stand out. By taking shortcuts and relying solely on technology, you risk compromising your brand and losing the personal connection with your target audience.

Investing the time and effort into creating bespoke branding, campaigns and marketing strategy will most definitely require more work upfront, but it will pay off in the long term. By having this strong and recognisable approach, you'll be able to build trust and loyalty with your audience, and consumers will remember long after they've made a purchase.

D+M is all about bespoke branding, creativity and marketing, I have spent my entire career ensuring our processes guarantee that our partners stand out in the crowded marketplace. Our team takes the time to understand the audience and develop an unique creative approach, step by step to create fresh and unique campaigns and branding that will resonate and stand out from the competition. So, don't take shortcuts or rely on generic strategies. Invest in your campaign or brand upfront, while you focus on your core business!

Creativity is within your reach if you can cultivate the proper habits. You need to cultivate proper habits because connecting the dots and thinking creatively is a process for all of us. It's a long-term process rather than a single event. Those people who are more inclined to expose themselves to new ideas, people who don't mind embarrassing themselves, get to improve upon their creativity. Those people who wrestle with creative ideas for years, get to refine their ideas and reap the fruits of their labors.

In an excellent post about creative thinking, writer James Clear exposes the myth that is the "eureka" moment, the so-called "light bulb" moment or the "aha!" moment. He demonstrates that a single flash of genius isn't really what it is made out to be by citing the most iconic eureka moment in the history of scientific storytelling: When Sir Isaac Newton saw an apple fall to the ground in 1666.

When you think of Isaac Newton, you're probably thinking he was born a genius... but, he wasn't. When Newton was young, he did so poorly in grade school that his teachers gave up on improving his grades. And yet, he grew up to become the greatest English mathematician of his generation. How did he do it? He kept improving himself throughout his life, despite any ridicule and disapproval he faced.

Concerning Newton's most famous work on gravitation, Clear writes:

"In 1666, one of the most influential scientists in history was strolling through a garden when he was struck with a flash of creative brilliance that would change the world. While standing under the shade of an apple tree, Sir Isaac Newton saw an apple fall to the ground. 'Why should that apple always descend perpendicularly to the ground,' Newton wondered. 'Why should it not go sideways, or upwards, but constantly to the earth's center? Assuredly, the reason is, that the earth draws it. There must be a drawing power in matter.'

And thus, the concept of gravity was born."

However, what people fail to realize, Clear continues, is that Newton worked on his ideas about gravity for nearly twenty years. It wasn't until 1687, that he consolidated his brilliant thoughts and published his groundbreaking book, The Principia: Mathematical Principles of Natural Philosophy.

"The falling apple was merely the beginning of a train of thought that continued for decades," Clear points out.

In other words, the real creative work, the connecting of the dots, the bridging of seemingly unrelated and obscure ideas, happened between the years when he first got the flash of insight and when he published his iconic book. Creativity is a process, not a single event.