The B Series

In this installment of our ongoing series on Brainstorm’s recent awareness campaign we’ll explore some of the design and messaging strategies we considered during development.

About the B

Multi-part campaigns require an overarching theme and a supporting look or graphic to provide a thread of continuity. Each time a simple, identifiable theme is executed it builds recognition. We settled on a bold graphic “B” motif for our theme.

B the Noun

The letter B functions as a single identifying element—a symbol recipients imbue with meaning as elements of Brainstorm are revealed throughout the campaign. The central B element is inextricably linked to our brand logotype by inference. And, the B serves as both a visual cue, “Ah, the B people,” and a graphic people will connect to through repetition, “Where have I seen that B before?”

B the Verb

We also used the letter B as a phonetic representation of the verb “(to) be” in headlines and for strategic emphasis in limited usage elsewhere.

The B was integrated into a stark black and white op-art, yet classic, graphic which became the B upon which all our communications were built.

What to Convey

A primary goal of direct marketing is to get noticed. A portion of our campaign was delivered via traditional direct mail, so it was important to lead with a bold, graphic look and deliver a simple message. We built the campaign around messaging that conveyed our areas of expertise:

Noteworthy Capability: Demonstrating the depth of the traditional and digital services which get our clients noticed through visual examples and positioning text, i.e., from consumer packaging to web initiatives, and strategic inception to final deliverable.

Creative Differentiation: Establishing our strengths in boldly, conceptually and appropriately differentiating our clients’ brands in the marketplace.

Strategic Influence: Conveying the benefits of our collaborative, intelligent approach, and thought leadership borne of our knowledge and experience in both traditional and digital design and branding.

Using the B theme, we framed each statement as a personalized benefit to the reader, paring each talking point down to a single encapsulating thought. The three punchy messages we delivered were:

B noticed.
B bold.
B brilliant.

All subsequent awareness messaging supported a relational dialog under the umbrella of these three primary concepts.

Overt or Covert?

Each touchpoint offered recipients an informational download. Internal discussions centered around the merits and drawbacks of leading with the offer—straightforward and blatant—or leading with conceptual messaging which required some involvement from the reader. Should we be overt or covert?

In the end we opted to lead with concept. Why? As a B2B branding and design firm we’re offering relational services, not selling a consumer product. The downloads were designed to augment our main message—not to be the main message. And, this was an awareness campaign to introduce our capabilities to marketing executives, not a direct sale mechanism.

Frequency and Consistency

To achieve our overarching objective to generate awareness, we focused on frequency and consistency, hallmarks of memorable marketing and brand building campaigns.

Our strategy included multiple touchpoints delivered over two months—frequent enough to engender memorability, not often enough to be overwhelming.

We also established design element guidelines to ensure consistency and recognizability across all component pieces, with the flexibility to allow for distinctive messaging and styling from one piece to the next.

Other Goals

In addition to frequency and consistency there were other ancillary benchmarks against which we scrubbed all of our communications:

• Well-written: A direct, understandable message written in a personal and engaging voice
• Well-designed: Graphically intriguing, easily read
• Styling: Austere, crisp, bold, yet approachable
• Convey Capabilities: Demonstrate through example and execution
• Never Condescend: Our target audience is astute and highly knowledgeable
• Maximize Messaging: Make wise use of the database in both on and off-line communications
• Offer Value: Ensure that recipients’ time is well-spent and worthwhile for them both tangibly and intangibly

What’s It All Mean?

A multi-tiered marketing campaign may seem simple, but the best formula for success begins with a strategy that addresses the goals for the overall campaign and how they will be achieved. Design and messaging are just a portion of what goes into a well-formulated integrated marketing plan.

Up Next

The B Series Part 3: Component Selection, read it here

If you missed The B Series Part 1: Awareness Overview, read it here.