Companies turn to Bonehook for our expertise in strategic brand storytelling.
What often begins as a simple request for a new website or print campaign evolves during the project, as we apply active listening and begin to hear the true requests. For instance, the client who asks for a new website may actually be seeking better-qualified leads (but not using those exact words). It’s our job to hear what the real need is and offer the right solutions from there.
Once we are able to listen and learn, we establish a framework for the partnership and set the groundwork for success. That’s when the brand invention, realignment, and amplification begins.
One of the challenges that we face is many small-to-medium sized businesses owners and managers prefer to jump right to the construction phase, skipping the planning and engineering phase altogether. Clients in this category tend to see advertising and design shops as “the hired hands” they need to manipulate images and so on. These clients will try to write the headlines in the meeting, design the piece on the fly, and generally get in the way of the creation of the work.
Our best clients value our thinking and our willingness to dig in and learn their businesses inside and out. That’s what real partnership consists of—knowledge gained through trust earned. What starts as a simple project soon flowers, and new projects are born during the discovery phase. Eventually, the client’s project-based thinking gets put on a shelf. In its place is quarterly planning, editorial calendars, weekly status calls, and so on.
There’s a good reason for this structural reality. Successful companies don’t drop in and out on their customers and prospects. To win consistently, they cultivate relationships. Think about your own best relationships and how much time and effort goes into establishing and maintaining them. The same is true for marketing communications. To keep people interested and actively sharing your company’s stories, the flow of compelling material must be constant.
Companies generally don’t succeed by coming to us with piecemeal requests for prescribed communications pieces. They succeed by showing us their business problems and asking us to help them devise a plan to solve them.