Message in a Bottle


Creative process how to develop it and use it to improve content creation in your company’s digital marketing

Publicado em: 19.04.2022


In a world where (almost) everything has already been done, we are increasingly trying to make our brand stand out on social networks for its originality, so that in this way we can reach more users, achieve more likes, reaches and interactions.

But how can a brand or company be original enough to stand out in the digital market? Digital marketing has an answer to this question, whether for campaigns, communication strategies or just a post on social networks. And the answer is: CREATIVITY. Having it on our side we get an infinite range of possibilities. It’s not guaranteed not to fail, but good ideas will not be lacking!

But where do we start? Creativity comes to each of us in different ways and we all have different ways of seeking and finding it. But inspiration doesn’t emerge just because we need it, it is necessary to start a creative process, and with it to structure lines of thought and come up with some good ideas.

The creative process is composed of 4 phases. The first is the preparation phase – in this phase we almost create a briefing of what we are looking for, who we are communicating to, what we want to say, what tools and budget we have at our disposal and what the final objective or objectives are. This is the only way we can get a guideline for our work. In this phase it is important to research the theme or themes, do benchmarketing and understand what the trends of the moment are.

The second phase is the incubation phase, a phase that goes almost unnoticed but is perhaps the most important. Here we let ourselves go. The research and all the work of phase one will marinate in our heads, crossing data without us realising it. It is important to give the brain a rest and stop thinking about having ideas, letting the mind assimilate all the facts will make the ideas come naturally.

This brings us to the third phase, the idea(s) phase! The unconscious work of the brain has borne fruit and several images now emerge of what will be the basis for getting a concrete idea. We are now feeling much more inspired, we find and solve problems and come up with several solutions.


The fourth phase of the creative process is implementation. Having good ideas is always stimulating and encouraging, but not all good ideas are in fact possible to execute. This is the most rational phase of the process. This is where we take considered decisions, according to our goals and what we have at our disposal, always thinking about the results and their practicability.


Now that you know the phases of the creative process, we want to let you know the tools you can use to come up with these ideas in the way that suits you best.


Mind maps

This tool helps us organise concepts and ideas. People who have a more visual memory usually enjoy this process quite a lot. It is like a draft of loose ideas and thoughts that end up being linked together, exploring the two sides of the brain, the rational and the emotional. From this process very interesting ideas and concepts are born.


Some mind mapping tools you can use: FreeMind; Coggle; Mindmeister



This tool is mostly used with groups but can be a good exercise to do alone. The concept is to give ideas, without any kind of judgement or prejudice, so that the imagination flows, and, from that activity, it is possible to take out pieces of ideas, or cross some ideas, or from one idea might emerge another one.


Concept Board


The concept board helps us to get the feeling or the tone of the idea, make it visual. It’s a good tool to communicate to other people the mood of your idea, so they can come up with concrete ideas. The concept is basic, a white sheet of paper where you put everything that makes sense, symbols, phrases, drawings, images.


A tool that joins these 3 concepts and many more is Miro.


Positive, Negative, Interesting


This tool helps us to classify an idea in 3 different aspects: the positive aspects, the negative aspects and the interesting aspects it brings. Based on this classification it is easier to work on ideas and be creative in solving problems or in ideas that may arise from the ones we already have.



Now that we have shared with you what the ideal tools to be more creative are, and how the creative process works, it is important to point out that creative content only works if it is targeted to the right people and makes sense for the product or brand. Because being creative just for the sake of it and creating content that doesn’t match well with the brand will not generate good results. So, more important than creativity is to think of it as a part of the strategy. And when it comes to social media, it is fundamental to bear in mind that knowing your followers, their interests and the type of content that works is what will really make your communication generate results and give prominence to your brand.



By Catarina Camacho