A brand’s identity can determine its success. Beyond logos, color palettes, and snappy taglines, a brand’s essence is defined by how it communicates its values, objectives, and personality to its target audience. This is where creative direction is crucial. A smart and consistent creative direction helps a brand stand out, engage with customers on an emotional level, and maintain consistency across all touchpoints.
Every successful brand that comes to mind has used creative direction. That is what makes them instantly unique and distinguishes them from their neglected competitors.
In most brand communication projects, creative direction is not “one thing” but many small things put together in a way that “the whole” becomes greater than the parts. The “little things”matter, because it’s not the flamboyant brand posturing that wins hearts of the targeted demographic, but the depth and integrity of the brand as a whole.
Creative direction helps brands grow and connect with their audiences by leading, owning, and nurturing concept generation and completion in a way that reinforces consumer perception throughout the whole customer experience and the brand’s own lifecycle.
Without a compelling concept backed up by creative direction and a combination of strategy and creativity, a brand’s visual presence and marketing activity will become inconsistent and ultimately unsuccessful.
However, creative direction may benefit businesses of all sizes. Big brands become remembered because they consistently applied a deliberate and thoughtful approach to their branding and creative concepts.
To begin thinking creatively and strategically about your brand concepts, you must considercertain things;
- Know who you are talking to: Identify your target audience, this can help you to distinguish what types of people buy your products or services. This allows you to create a creative concept that resonates more deeply with them while also aligning with your most popular audience’s active time.
- Set the tone: What do you want your brand to convey to your customers? Are you innovative? Creative? Is the market being disrupted? Nostalgic? Warm? When matched with your strategy, your art and design may convey this picture to your customers. You are the determinant of how people see your brand.
- Know what you want for your brand: Identifying your long-term goals might help you develop a strategy for achieving them and producing outcomes. Goals might range from as simple as increasing product sales to as complex as reinventing your brand.
SBI Media has the resources to create that sweet spot where the ideation, planning, strategy and delivery of your creative and strategic vision meet, thereby building a strong, consistent brand identity. You can reach us via email: info@sbimediaglobal.com.