Having the right branding strategy in place with the ability to use your design assets to their full advantage will achieve greater brand building and tactical results faster.

Here's our guide on how to harness creativity for commercial results.

Great campaigns always start with great copy

Campaigns are by their very nature time sensitive. If you are thinking about a campaign, you need to have something new or interesting to say. For example, you may wish to highlight a special offer or announce a new service but even running a campaign that focuses on one of your strengths or departments will also work. Make sure the copy is short yet inviting with a sense of energy and purpose.

Less is more

Be prepared to let go of some of your other messaging – less is always more when trying to instigate a speedy response. It never works to have three different messages or options on a single screen or page. Confusion is your no. 1 enemy! It leads to hesitation and you could miss your opportunity. Less is more on the layout too so give yourself some space around the most eye catching elements like your hero image or strapline as it automatically shows where you need to look first.

Design effectiveness

Campaigns need to stand out from your competitors for sure but they also need to appear a bit different to your usual communication. The effectiveness of the design will have a big impact on the response. During campaign creation, it is a great opportunity to stretch your brand platform a bit – like introducing a new colour or image style. It will add impact, feel fresh and demand immediate attention and impact on people who know you well and to those that don’t.

Consider early on how the campaign will work visually across different channels – you’ll probably be working with big screens and small social banners. Don’t be afraid to edit the content for the medium to make sure every piece is effective. Design is the magic glue that holds the whole campaign together.

But don't go crazy – never change the design so much that you lose large chunks of your brand equity. Instead, take small steps and be prepared to retain some of these new design ideas as a brand extension once you know they are successful. Consider having a sub brand for campaigns if you do them often.

If you have the time, it is wise to try out variations on the campaign design with a small group of people to see what delivers the best result before you roll out to a bigger audience. Ask your testers, what draws your eye the most, and what is most memorable about it.

Call to action

It may sound obvious when you read this but think carefully about what the call to action is and don’t be afraid to repeat this often. If you have a campaign landing page and are after a click, repeat that option as often as possible and make sure the visual result is easy to understand.

You could also consider having a variety of possible responses, not everyone is the same and some people will know your business much better than others. Eg. don’t ask your oldest customer to fill in a form! Consider personalisation for optimum conversion.

Long term brand building

Even campaigns that are created to secure a short term tactical result is also for brand building. Every brand is different but never lose sight of your brand integrity and the values that you stand for.

Creativity and brand reassurance are key drivers so make sure you use them fully to maximise the benefits of every campaign. A little bit of design and UX thinking can go a long way to deliver impressive ROI figures!