Communication concepts - the art of evoking emotions

The communication concept is a dramatization of your messages. It is based on an overarching idea that can be embodied in different forms. Both visually and verbally. The concept exists to make your brand evoke emotions in the recipient and thus make you worth remembering.

How we develop communication concepts

At Navigator, we love good communication. To create powerful communication concepts, we work with a structured, creative process. This leads to a concentrated idea, a seed that summarizes what is to be communicated. Each small text or image that emerges shares the same basic characteristics, creating consistency and direction. We always develop the concept from a brand or communication platform. It tells us everything we need to know about who you are and what you want to say.

Sustainability and renewal

The communication concept is thus an extension of the brand and communication platform. As with other strategic documents, it is important to think long-term. A good concept is sustainable enough to generate many useful ideas from it, such as ads, videos or perhaps blog posts. If the ideas run out early, the concept is not strong enough. After a couple of years, it might be time to replace the concept. Even if the messages from the communication platform are the same, they can be dramatized in several different ways.

The difference between concept and campaign

It is easy to confuse concepts and campaigns, but there are several differences. On the one hand, the concept governs all types of communication. A campaign, on the other hand, often consists of coherent communication materials such as advertisements and social media posts, but is related to a specific offer or part of the business. When the concept should ideally live for a long time and create recognition with the recipient, the campaign is used for a limited time. The campaign is often born out of the concept. A well-known example is the ICA soap. The concept is based on the idea of depicting life in the ICA store, which in turn has generated lots of ideas. Soon, TV commercials will have been entertaining us for twenty years!

Long experience in communication concepts

At Navigator, we have extensive experience of working with communication concepts for companies in B2B, B2C and Healthcare. If you want to see examples of what we have done for different customers, you should browse through our cases. You can find more inspiration and knowledge on our blog. Feel free to use the filter function to search your way around.