For many agencies, creative comes first. They put precedence on the product, focusing on the fact that they, like us, are in the business of making things. But while many rush to concept, it’s not where any project should begin. A blueprint must be established before a brand can be built.

Yes, we’re talking about research. Time consuming and a bit academic, research should always be the first step in the creative process.

We know what you’re thinking, where’s the fun in research. Bear with us. Research, when done right, can be tremendously rewarding.

While we spend a good deal of time reading and reviewing our clients’ materials, we’ve found that communication and conversation often yields better results. We talk on the phone, in person, on-site, and in the marketplace, asking questions and getting answers. We speak with people from top to bottom, inside and out, CEOs to end-customers, to decipher the dialogue, learn the language, and connect the commonalities. And we do a lot of listening.

Collectively, our qualitative interviews and analysis paints a picture of each organization as it relates to its audiences — its value, its vernacular, and its voice. It’s a process of discerning and distilling the information to define each organization’s difference, to understand what makes it unique, and to articulate a message that captures the essence of the brand.

Sure, some might argue go with your gut. Trust instincts over insights, right? Not necessarily. It’s a delicate balance between learning and knowing.

We were reminded of research’s important role when presenting brand concepts to our newest client. Impressed with our strategy and tactical executions they said, “You get it. We had a few other shops come in and pitch us some creative. There were some clever headlines and some nice layouts, but they didn’t reflect who we were. You could throw our logo in there or any of our competitor’s logos, and it might work. But not this, we can own this. It reflects our brand and aligns with our long-term objectives. We can rally behind this.”

In short, the agency came in trying to sell spec work without knowing what the client was looking to achieve, or for that matter, what the client’s customers needed to hear. They hadn’t done their research — into the business or the brand. As a consequence, they didn’t walk away with the results they were hoping for: a new client. And if you can’t win over the client, how do you expect to win over its customers?

Well, the way to win over customers is by speaking their language, sharing their values, and delivering on their desires. Put simply, by getting to know them.

That’s where we focus. We always strive to get to the heart of a brand, to understand its audiences, and to create communications that connect.

As we’ve said before, branding is bonding, creating a connection between the client and its customers. It’s not about creative for creative’s sake. It’s about interpreting insights and leveraging understanding to create authentic and ownable messages that foster trust between the organization, its products or services, and its audiences. Why? Because customers can see through everything else.

There’s an old adage that “a good ad is one friend talking to another.” And because brands go beyond advertising, it’s imperative to become friends with your customers. Strive to understand them, through research and dialogue. Learn what they’re looking for, listen to what they want, and leverage what you find into your communications. You’ll find that if you do that, your customers will be more likely to listen to and like what you’re saying, and they’ll be more likely to act upon it.