Creative Brand Management – Yes, You Need It Too!
Do you ever feel that you’re suffering from “branding fatigue?”.
It’s like everywhere we turn there is a company pushing their brand awareness campaigns onto us and in some ways, it’s becoming increasingly invasive from fairly innocuous pens, coffee mugs and USB sticks to major sponsorships of sports teams and corporate social initiatives. It’s everywhere and as consumers, we’re becoming increasingly desensitised to it all. Not only can this hurt business it can also be potentially harmful to consumers.
Now, if you’re feeling this way, imagine that your clients must be feeling the same and then ask yourself:
HOW CAN YOU DIFFERENTIATE YOUR BRAND IN A WORLD GONE BRAND CRAZY?
The short answer is to get über creative with your marketing and advertising campaigns or finding someone that can do it for you but there’s no getting away from it, you’re going to have to unleash that same creative potential on your brand, and there are increasingly exciting ways to do that.
Now there’s a difference between Creative Brand Management and brand differentiation. Although they’re essentially two lanes on the same freeway, brand differentiation refers more to operational elements like competitive pricing, point-of-purchase experience and innovation whereas creative branding refers to how you achieve brand recognition through public relations campaigns etc. In this post, we’re going to refer to the latter.
GO LOCO FOR YOUR LOGO
Without anyone saying a word, you just know that that particular swish means it’s time to “Just do It” and Nike is an awesome case study when it comes to successful and consistently successful brand recognition. So take a leaf out of their book and establish what your business’s “swish” is.
DON’T JUST THINK OUTSIDE THE BOX, THINK OUTSIDE THE SHIP THAT BROUGHT THE BOX
It’s simply not good enough to place your logo or tagline on merchandise without a specific goal in mind anymore. Sure it’s great seeing your logo on millions of mousepads, but who still uses those and more importantly – how dated does your brand look on something that is in and of itself obsolete?
Smart companies use all manner of elements from the industrial to the artistic to get creative. Check out https://universalengraving.com/product-pages/sheet-fed-dies/copper and browse their website for videos on how they get creative with their customer’s brands.
YOU CAN’T REINVENT THE WHEEL BUT YOU CAN ENGINEER THE ROAD IT TRAVELS ON
Even though it seems as if all the best ideas have already been done, you can still determine how any combination of various public relations campaigns remains specific and unique to your brand. All soda companies produce the same product when you think about it, they all have “unique” variations of their primary product so what makes you prefer Pepsi over Coke or the other way around?
The way we interact with our favourite brands has a LOT to do with how we associate socially and professionally as well. Choosing I-Phones over Huawei immediately “says something” about how we see ourselves whether we like it or not, so all things considered:
What is YOUR brand saying about you, and more importantly – your customers?
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