Building a communication strategy:
Once we’ve identified the Big Idea, the next step is to build a communication strategy around it. A strategy that ensures the Big Idea connects with your audience in a way that is meaningful, relevant, and sustainable.
Internal activation:
A Big Idea is only as strong as the people who bring it to life. For lasting impact, it must be embraced internally—by employees, partners, and stakeholders—so they can communicate it authentically. Workshops, storytelling guides, and internal launches make the idea tangible, turning it from a message into a shared belief that shapes how teams think, act, and engage with customers.
What channel and touch point is optimal and how to implement your story?
With the Big Idea and strategy in place, we shift to the next stage: What channel and touchpoint is optimal for delivering your story? The right channel ensures your story reaches your audience in the most impactful way. Whether it’s digital, social media, events, or print, we choose the channels that
align with your audience’s habits and preferences.
Who is the audience?:
The first step in creating any story is understanding who we’re speaking to. This is where we dive into your audience’s behaviors, preferences, pain points, and aspirations. By gaining a deep understanding of your audience, we can create stories that speak directly to their experiences. Do they value reliability? Innovation? Empathy? Knowing the answers will guide how we craft your narrative.
What do you want to tell them?:
Once we know who we’re speaking to, we define what we need to communicate. Are we introducing a new product or reinforcing an existing message? The “what” is the foundation of your story, but it’s important to think beyond just features and benefits. We need to express how this story resonates with your audience’s core needs and emotions.
Where are they in their
journey?:
Understanding where your audience is in their journey—whether they’re just discovering you, evaluating solutions, or ready to make a purchase—shapes the message we send. At this stage, we tailor the tone, language, and content of the story to meet them where they are. We want them to feel that your brand is in tune with their needs, ready to help them move to the next step.
A big long idea:
The foundation of any great campaign is a Big Long Idea. Think of iconic brands like Apple with their “Think Different” campaign or Nike with “Just Do It”—these ideas have lasted because they transcend individual products and align with the audience’s deeper values. The Big Long Idea creates a sense of unity across all content, no matter the format. It gives us a clear, consistent direction for all storytelling efforts.
