Sitting down and brainstorming for a branding campaign is always interesting. The free exchange of ideas, the pitching of product taglines and mapping out how to distribute/disseminate the message are typically a part of the process.
One of the most important aspects is attempting to strike the right tone for a client's product or service. What works for one target audience obviously won't work for another when you consider demographics, target audience and the product or service being pitched.
Take for example a Groupon campaign for a bar and grill as compared to one for an online investment firm.
With a Groupon campaign, it's filled with fun copy, bright colors and big fonts to grab your attention and make it "fun" for your target audience. The whole idea is to pitch to them on a level that's carefree and entertaining to get them to opt-in for the Groupon and future offers.
On the flipside, a campaign for an online investment firm requires a bit of a different slant. The e-marketing campaign will feature copy tinged with investment jargon, toned down color schemes and business-like font sizes i.e. "nothing fun". By making fun tweaks to an all business brand, the move may have a negative impact and could result in changing course too quickly.
When it comes to brainstorming for a marketing campaign, it's important to remember whom you are marketing for and how the target receives the message. By matching the message with the appropriate tone, the response generated should meet or exceed expectations.