Is Creativity Still Important in Marketing?

1. Use compelling storytelling to connect

Storytelling is one of the oldest ways to express creativity. From tales of magical faraway lands to conveying your brand’s values and mission, storytelling is a technique that engages audiences across industries and generations.

Not only does storytelling engage your audience, but it gives them an opportunity and invitation to connect with your brand. Helping your audience understand your business on a deeper level, telling your brand story lets you convey your values, quality and vision. Through this, audiences understand your brand beyond its service offering, letting them make an informed decision about whether to engage with your brand.

 2. Stay authentic and true to your brand

Don’t underestimate the power of authenticity in an AI-driven landscape. Tuning into your brand’s values and unique selling point (USP) can help you create genuine original content that engages your target audience.

Make use of your individual brand voice across your marketing efforts to affirm your brand identity and what sets you apart from the crowd. Whether playful and fun or professional and approachable, your brand voice should be evident and consistent across all touchpoints, from social media to website copy and everything in between.

3. Embrace visuals

Your brand’s visual appearance is a perfect opportunity to show your creative side.

Develop a distinct visual style that sets your brand apart from your competitors. Experiment with bold colours, unusual layouts, or custom illustrations to catch your audience’s eye in a sea of scrolling.

Play with formats; instead of traditional banners or images, think about animations, GIFs, or interactive designs that convey your message in a fresh engaging way.

4. Recognise not every trend will align with your brand

Trends come and go, and it can often feel as if you wrap your head around one, and another has taken its place. Seeing so many brands and businesses jump on the latest trending bandwagon can make you feel as though you need to ‘keep up’.

However, consciously selecting which trends to engage with can often be more impactful, allowing you to come up with creative ways and (very demure, very cutesy, very) mindful ways of engaging your brand in popular culture.

Whether or not you’re willing to let a Gen Z employee write your marketing script, it’s important to select trends which speak to your creativity and allow you to engage with your target audience.

5. Keep evolving your brand

Brands shouldn’t stay stagnant. As your business develops over the years, your goals, offerings, and target audience may change – and that’s to be expected.

However, it’s important that you keep growing as a brand – what represented your trajectory a few years ago likely won’t represent it now, so considering the evolution of your brand is important.

Sometimes it’s a matter of updating your brand guidelines to better fit your brand, but other times, a brand refresh or complete rebrand is needed to convey the future of your business.

Continuously evolve your messaging and visuals to prevent your audience from becoming fatigued by the same approach to marketing.

Do you need help refining your brand identity?

Let Refined Marketing help you shine – get in touch with our team to see how we can help at letstalk@refinedmarketing.co.uk

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