The Sponge Blog: Evolve – embrace brand evolution. - Insights and ideas about design and marketing from The Sponge Sydney

Which is why we wake up smiling and rush into work every morning.

Our clients are extremely important to us, like members of an elite club that we fondly refer to as Clubsponge.

Our clients are the chosen ones. The rare and special people who continue to inspire us with sparks of ingenuity, magnetism, intellect and the unbridled desire to soar to great and dizzying new heights. The courageous few who are receptive to the big ideas that are innovative, progressive and sometimes outside of their comfort zone. These are the ideas that differentiate them from the clutter which is the competition.

A relationship with the Sponge is like a trusted friendship. One in which you can share your needs, your goals, or your flights of fancy. And in our fun and friendly Sponge way, we’ll help you make them your reality – with titillating results.

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All purchasing decisions are emotionally driven. Rationalizations are all made after that moment of decision and are usually only to justify that decision. Ultimately it comes down to how you feel about it. This is why an emotionally driven message, or story, is the most important element in your print material, apart from the initial attention seeking headline or graphical alternative. Your story must address your target audiences world view, engage them and create a burning desire to want to do what you ask. Remember, the only way to get anyone to do anything is to make them WANT to do it, if you don’t achieve this, they won’t!

So the 3 keys are 1. get attention, 2. make an emotional connection with your audience with a story they identify with and creates a desire, and 3. then finally you give them ONE easy to follow instruction to carry out. This can be a direction to “Call this number now”, “Visit an outlet”, “Visit our website – www” or “Send in this coupon”, or anything else that drives them to take immediate action. Keep it simple and don’t leave it to them to work it out.

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