Creativity is liquid. It’s about adaptation and creating “something new” out of “the same” or “the old.” In the creative marketing department, we are constantly finding new ways of convincing an audience to buy a particular product or service over and over again instead of finding it somewhere else.
Knowing your brand’s story —who you are and why you exist, is only part of the battle. The other challenge is knowing how to effectively tell that story to your audience in a way that makes you stand out from your competitors.
Here are some Do’s and Don’ts to creativity that are essential to keep in mind in an ever-evolving world of marketing:
Stay relevant. Brands exist in the real world, not in imaginary dimensions. Your brand should care about something and trigger interest in your audience. Whether you are educating, inspiring, or entertaining through your content, the message should be relatable and compel people to care about what it is you’re offering. How your brand reacts to what it cares about reflects your values and is the foundation upon which everything you do should stand.
People make brands. Show them off. Your audience will connect deeper with your message and your purpose when they can see themselves in your people. Allow your audience to know the people who make your brand personality through imagery and storytelling. Implementing visual and audio elements to tell your brand story in a well-crafted narrative can evoke emotion in your audience and is sure to keep those people connected to what it is your company stands for.
Improve your design on each iteration. Find a way to improve your visuals and brand expression by trying new approaches or tools to produce your brand image. If you are used to working in 2d, try 3d. If you’re used to working with flat colors, try gradients. If you’re used to being clean, try textures. If you’re used to being thin, try bold.
When brand endeavors with new approaches, there must always be “a constant” —your brand message and purpose. In other words, this constant is the soul of your brand. It can be dressed in many different ways, but it should always have the same essence on the inside.
Avoid following design trends. It’s great to know what’s trending in your industry, but apply trends only when they make sense with your message at a given time. Be in tune with the trends surrounding you, but diverge from them and create your remix.
Don’t look only within your bubble for inspiration. If you always look at what your direct competition is doing, you’ll inherently end up replicating the same thing. Often, inspiration can come from a completely different business category than your own. Curiosity spawns new ideas, recognizing what’s already been done and having the courage to seek even better ways of doing it.
Like brands, creativity is constantly evolving, as are our stories. The critical thing to remember is to remain honest, humble, and transparent in the process and allow yourself to make mistakes. The more human you are, the more real you become in the eyes of your audience.
Also, keep in mind that your brand story can change. Every piece of content you create is a small part of your greater story, and like everything around us, it is changing and morphing with the times —at least, it should be. Making sure your brand remains alive means treating it like a living, breathing organism and assuring that it evolves on the right side of history.
This blog post was written by Pedro Medina, Managing Partner & Lead Creative Advisor at DuartePino. Need help creating a unique brand that stands out? Contact us.