Every brand has big ideas. Not all of them have the budget to match. No matter which side of the fence your brand falls on — whether you are a small start-up or a global brand — Confederation Studio has the experience to help you. Compelling brand stories don’t need enormous budgets. With clear strategic thinking, all that’s needed is a great idea. Remember great ideas don’t cost a penny more.
The first step to creating a big impact on a small budget is to know your brand’s purpose. Why do you exist?
Cancer Research UK exists to find a cure for cancer and Macmillan exists to improve the lives of people living with it. Both companies work within the same industry but their deeper purposes make them unique. When crafting your unique brand we start with identifying what it is that makes you you.
When working on a small budget, the up-front strategy work is vital. Carve out your brand purpose and make your story compelling. The next step? Knowing your audience inside-out.
Know who you’re talking to
Any business, big or small, will need a good understanding of who their target audience is. With a smaller budget, your job is to refine this audience as much as possible. Imagine someone so specific they could walk right into the room. That should be your approach.
It may sound like a good idea to cast the net as wide as possible, to reach as many people as you can. But this looks insincere. What’s more, you may lose sight of what your mission was in the first place. Instead, you want to hit the right people with the right message as effectively as possible.
Your users are your biggest allies. If you can get them on board with your vision, they will do the work that no amount of money can buy. They will become natural brand ambassadors. Whether it’s through social media or word of mouth, if they believe in your brand they will tell the world about it. If your story is good then it will spread fast and, thanks to the internet, for free too.
Think of the most viral and successful brand campaigns. They all have two things in common: they resonate with their users and fight for a specific cause. Whether it’s Metro Trains ‘Dumb Ways to Die’ or Always: ‘Like a Girl’, the most successful campaigns of today grow organically through their users. They make people feel something, and it is through feeling that you inspire action.
So you know who you are. You know what you believe in and what you want to tell the right people. Now it’s time to actually tell them. You could communicate through a brand refresh, a campaign or a new website for instance. We help you know what best suits your needs and have the agility to implement it with you.
Less is more here. With a small budget you need to be disruptive to get attention. Gone are the days of shotgun advertising with a one size fits all approach. The most successful campaigns of today are the bravest ones. The ones that take a good long look at where everyone else is heading. Then go in the opposite direction.
This is why small budgets can be so advantageous, limitations breed creativity. A simple one page website can make you look like a world leading company, done in the right way. Your social media accounts are free microphones for all the world to hear. All that matters is that you do it well because, if there’s one thing people remember, it’s brilliance.
At Confederation Studio, we bring a fresh set of eyes to help you solve your problems, even with a small budget. What we ask in return is that you trust us, give us more creative freedom to fly and we’ll return the gesture by delivery compelling creative work. We work with you to tell your audience your story, in the way that only you can.
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