Brand is the way our minds differentiate one thing from another thing. We hold onto what we need, want, and like, and discard the shit we don’t. Avoiding the latter is a freelance creative’s job.
Businesses typically see branding as boxes to tick (logo: tick, colours: tick) instead of using it to shape their strategy. Brand is a melting pot of culture, vision, values, identity and creative, which when used consistently, can create fresh opportunities for a company (like attracting new business, retaining existing business, or hiring top talent).
Whether you’re trying to reach decision makers or consumers, the bottom line is that people care about the choices they make – what they put in their mouths, who they spend their time with, where they spend their money, what their trash is made out of and where it ends up. Brand is your chance to show that you get it and that you care about it too. Don’t waste it. Partner up with a creative who can help you leverage brand as the 24-7, always-on machine that it’s meant to be.
YOUR CREATIVE SOLUTION:
The world is in a constant state of flux, so it’s time for businesses to put their heads above the parapet, be bold, brave and do things differently. Your brand deserves a place at the table (incidentally, 57% of European C-Suite Executives agree with me). Creatives help you to unravel who you are, why you exist, what makes you different, what you stand for and why it matters, then box it up and present it to your audience in a way that it would like to receive it.
A FEW BRANDS
I’VE WORKED WITH
Raconteur asked 500 European C-Suites IN KEY B2B INDUSTRIES about branded content, AND How effective THEY THINK content marketing IS to reach and influence decision-makers. THE RESULTS SPEAK FOR THEMSELVES...
71% think branded content is boring, expected and repetitive.
64% prefer content with a bold, provocative point of view.
51% think content produced by brands lacks credibility.
57% think most brands don’t take design seriously enough. THE
#1 factor for engagement is distinctive, eye catching design.
70% do not believe the future of content is short-form.
Being truly different doesn't begin and end with a colour palette. If you want to become the obvious choice in a world that’s constantly moving on, it’s important to consider all the things that make you different. This includes:
your identity (how you wish to be seen)
values (what you stand for)
vision (where you’re going)
message (why it matters)
90% of consumers say how a firm looks and what it says is what they base their first (and lasting) impressions on, which means failing to invest in your brand regularly means failing to win the hearts, minds, and wallets of the very people you want to attract.
Some people say that brand is unimportant, I say approach these people with caution. Against all the odds after the Jobs era, Apple became the world’s first $1 trillion company in 2018 because of the power of its brand—Apple promises customers a lifestyle, and so should you.
You've been working hard to build the house...
Now you just need a creative to decorate it and make it functional.
There are people out there unhappy with what they currently have, looking for what it is YOU do. Some might not know they need it, but they should. Go out and meet them.
But first – fix up, and look sharp.