In Branding, Creativity Demands Strategy
Scott Follett | Brand & Marketing Coordinator
Why do some ad campaigns endure while others fall down?
There’s no simple answer – there’s just too many variables. But there is one thing for sure, creative for creative sake is pretty much like throwing a dart with your eyes closed and hoping you’ll hit a bull’s-eye. Consumers today have much higher expectations for advertising. If a consumer is going to give an ad their attention, we are obligated to offer some entertainment value in exchange. If a consumer is to remember an ad, then we are obligated to offer something unique. And if a consumer is to understand a brand, then we are obligated to make sure the creative is aligned with the brand strategy.
A solid brand strategy should be the basis for any and all marketing communications. Too many advertisers attempt to execute their marketing communications without a clearly defined brand position as its foundation and then wonder why the “ads aren’t working”.
Whether you are concepting a new campaign or evaluating current ads, look for two basic elements – Differentiation and Relevance. Both of these foundational characteristics need to be present in a brand strategy and infused into the advertising. At Abbey Mecca, our brand building model requires investing most of the development time in establishing or confirming D&R for our brands. Without it, creative development is basically on a trip without a roadmap (or GARMIN).
Differentiating a brand from the competition aligns the expectations behind the brand promise and positions the brand as special and unique. The key to differentiating a brand is to bring about a unique selling proposition that builds value for your target audience.
The brand strategy must also create a high degree of relevance with the target audience. This requires developing creative messages that forge an emotional connection between brand and user, and reinforce that connection at every point of contact. The last thing you want to do is create a disconnect between a brand and its users.
There are many techniques and steps on the way to nailing down D&R for a brand, and it takes time, budgets and careful thought. What you invest during this part of the process pays dividends in the form of effective ads that build awareness, understanding, equity and a long-term competitive advantage for your brand.
If you have questions or want to share your thoughts, please email me at ignite@abbeymecca.com
~ Scott