“To stand out, you need to step back and come up with a brand story that consumers will want to stop and listen to”
With the components for Calmin’ Ground coming together smoothly, it was time to move on to the next phase of the project — putting together the many pieces of the puzzle in the best way possible. Taking the reins firmly in hand, The Anelis Group helped the Lowensteins blaze a trail by creating messaging that would work across a variety of platforms and would tell Calmin’ Ground’s story in a unique and creative way through words, pictures, and video.
While some Anelis Group clients just want a 45-minute brand marketing audit and walk away with some quick tips to help grow their businesses, others come seeking campaigns to make them stand out from the crowd. As the Anelis Group’s creative director, Elisheva Perlman oversees each campaign every step of the way, and once the creative foundation has been laid, many important decisions need to be made as the project moves on to the content creation stage.
“Content creation is how you tell a story in simple form,” notes Elisheva. “Once you figure out your target market and what you want to tell them, you need to figure out what kind of message, language, photos, videos, and ads will connect with that audience. After that, you need to adapt that content to fit the media being used. Oftentimes, the language you use for print ads isn’t what is needed for social media. Similarly, a photo that works on a website won’t necessarily work on a digital banner.”
One of the most difficult parts of creating a brand story? Getting a client to settle on a single well-defined message. Often, clients want to piggyback multiple ideas onto a campaign, and Elisheva and her team encourage them tighten their focus, an effort that is surprisingly challenging.
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