Creative Concept Development: Basics for Small Business
What does Creative Concept Development mean?
It’s not just a fancy term for doodling. Here I’ll unpack what goes on behind the scenes when you engage a Designer or Creative Pro for your business.
“But don't you guys just doodle on a piece of paper and play with app templates?”
No.
With the rise of apps like Canva, filtering on Instagram, effects on TikTok and SnapChat, plus a zillion other photo and video editing apps, one could be forgiven for thinking that creative folk just doodle until something looks nice. But, in actual fact, most of us have a process. A system or rhythm we follow to get our creative juices flowing and develop something unique for your business.
It all starts with the Brief.
The more concise the brief, the better. And whether it’s a solo creative or a marketing team working on your concept development, it’s important to create a brief of what you’re looking to achieve. If you don’t already have a brief, your Creative will have a form for you to complete, or call you to discuss needs.
The brief is basically a document which breaks down what you need. Generally noting a description of the project, your ideas, businesses or individuals involved, budget, timelines, etc.
The brief is important because it gives allllll of the information needed to generate ideas for your product or project, as well as the purpose of the product. Reading the brief is when the ideas immediately start to flow, before moving on to collect what is essentially more information. Concept development is gathering as much information about your project or product or brand as necessary to create something unique. To tell the story, achieve a goal, or spread a message perhaps.
Creative people will be generating ideas from the get-go and sometimes will be doing this simultaneously while they speak with you. It’s a curse that comes with the talent ;)
Different Channels, Different Media
Concept Development can include developing ideas which can be spread across different devices, mediums, media, and channels. Even different target markets.
Branding, Brand Missions, and Brand Colours
Your brand mission/ethos and colours also come in to play when ideas are being generated. Whether it’s audio content or a feature film, social media graphics or a marketing stunt, these factors need to be considered. Your designer/creative will need to wrap their head around your brand and presence and make sure that the ideas generated fit that “feel”. This can sometimes be quite difficult, as well as having the additional challenge of making sure that the concept is as unique as possible.
Purpose and Communication
Sometimes media is created for media’s sake. However most of the time it needs to serve a purpose. So the purpose of the product and the communication channels used will partly shape the development. Not all ideas work in all places and spaces.
Be simplistic with your purpose, and it’s even better for your marketing department if you have a way to measure that.
Layout and Design
THIS is when pen hits the paper. Or the screen. Or the mouse. Hahaha.
As I’m including all media types with this post - layout and design also means storyboarding for video, text overlays, graphics and effects, graphic design, fabric design, and even print collateral packages. Your Creative may take hours or even weeks on this process depending on the size of your project, and it often includes a review process or in-depth collaboration with you or your staff.
This is when your first set of mock-ups or layouts/storyboards are completed, and the number of mock-ups will be dependant on your agreeement.
Review Process
Pre-covid, one would meet face to face and discuss every aspect of the project. Now this is often done via Zoom or via email, text, or online review platform. Allow time for reviews when considering deadlines - depending on the size and complexity of your project this could be one line of feedback or it could involve a 2 hour board meeting. During the review process always consider the purpose of the project.
Output
This. this is ever changing! Endless platform and website specific sizing requirements, and full redesign depending on layout or medium. Different printed materials may need longer to manufacture or produce. List your output requirements from the get-go and know that sometimes a single file cannot be output to multiple formats automatically, and may need to be designed specifically for the platform, item, or use.
5 Tips to Work FASTER with your Designer
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5 Tips to Work FASTER with your Designer >>>
5 Tips to work faster with your Designer
When it comes to business, often we need things done yesterday. So to help your designer work more efficiently with you, here are some tips which make the process faster and easier.
Know what you want.
It’s sort of obvious, I know. But the more clarity you have over what you want the easier and faster it will be for the Creative to “get it” and turn it into something tangible. This includes the purpose, where you want this content displayed, and the style/s, colour/s, and theme/s you’re looking for. In short, be prepared.
Know what you’re willing to spend.
It’s always best to have a budget in mind when you’re hiring a designer. Like most industries the fees can vary greatly, and depending on your position or opinion you may find you’re either out of your depth, or have extra to spare when it comes to well, the extras!
Decide on timelines with your Designer/Creative.
This is really important. Whether you’re dealing with a large agency or solo freelancer, timelines are important. Be upfront with what your expectations or needs are as soon as you can, so that your Creative can work in with you to the best of their ability. Often times they can provide feedback on what is truly realistic for the product or project you’re working on as well.
Provide feedback QUICKLY.
An element that is sometimes forgotten is how quickly your Creative needs feedback from you. We often want digital products turned over quickly, however reviews and re-edits cannot be done without your input. Often a Creative or agency will have a number of other jobs in the pipeline and delaying feedback holds up not only your project but the projects of other people and businesses.
Be human.
Let’s be honest. We all want things done yesterday, for the lowest cost possible. A tip here though is that creativity is a developed skill so please respect the fact that your Creative has trained and put in the work to be able to offer services to you, and it’s likely they’re putting in time, equipment, costs, and expenses you know nothing about when you initially contact them for a quote. If you’re an old hand at hiring talent then jump right in! But if you’re new to this kind of outsourcing, consider those points.
Remember that Creative Concept Development is necessary in pretty much all media whether visual, auditory, written, or spoken. Work in with your designer or creator during this development phase to allow the best possible outcomes for your business.
Need help? Contact me.
Read more in my ‘Basics for Small Business’ series here: all about Animated Video.