Even with all the digital tools available in today’s modern world, businesses still need unique ideas to develop their brands. In fact, creativity is needed more than ever in a super competitive online world where ideas are routinely recycled and reused. Let’s discuss this more by looking at the importance of having creative direction for brand development.
Creative Direction with Content
Essentially, creative direction focus on the development of content for inbound and outbound marketing campaigns. This includes content for:
- social media posts
- resource pages (white papers, polls, infographics, etc.)
- audio podcasts
- communication methods (voicemail, chat, text, etc.)
The role of the creative director has turned into the content director, as online content becomes more and more important for brand development and marketing campaigns. The effectiveness of this content will depend on the creative direction of the content director.
Creative Direction Aligns Content with Brand Identity and Value
An article found on Entrepreneur called: “3 Ways to Build Your Brand Identity Using Content Marketing”, written on January 24th, 2018 by Brian Hughes, interviews an industry expert who explains:
“‘From startups to global businesses, the organizations with the best content strategy are those that create content reflective of their brand’s unique personality and then use this content to build stronger relationships with prospects and clients,’…”
Creative direction aligns a business’ content with their brand identity by reflecting their brand value. Creative direction is part of content strategy, yet is more focused on developing the foundational ideas that form the content, rather than the implementation of content with marketing campaigns, etc.
Without creative direction, businesses are in danger of having:
- segmented content with no connection
- content contradictions
- confused target audiences
- redundant content
- generic content indistinguishable from competitors
- inconsistent content delivery
- underperforming content on unsuitable platforms
Having creative direction builds the foundation for consistent content creation that aligns with brand identity. For example, the creative direction for an athletic apparel company might focus on highlighting related sports competitions and creating content around influencer athletes and their daily lives; or, creative direction for a credit union might include focusing on local, hometown values and retirees in nature settings, etc.
The creative direction a business develops should align with their brand identity and values. When the creative direction intrinsically fits with these, brands will have an inexhaustible amount of content ideas for the future.
Creative Direction Defines the Methodology for Content Creation and Sharing
The creative direction chosen by brands will define the methodology used for creating and sharing content. For example, if a brand decides to use animation and video as a central brand theme, they’ll develop their content and marketing campaigns on platforms where video is prominent; or, a brand might have a creative direction involving statistics and facts, so they’ll develop infographics and SlideShare videos to share on LinkedIn and trade publications, etc.
The methodology for content creation and sharing include factors such as:
- amount and frequency of content shared
- type of sharing platforms to focus on
- content creation methods used (animation, live action, story form, interviews, etc.)
- content mediums chosen (video, forums, PPC, blogs, podcasts, etc.)
Essentially, the creative direction chosen will dictate and define what, how, and where content is created and shared through online and offline channels. While the content strategy develops the actual content roadmap, the creative direction defines where a brand is going on the map.
Understanding the importance of having creative direction for brand development is different than actually forming it; the actual forming of creative direction is highly dependent upon the brand identity and value of each specific business.
Mindshape understands the value of developing a unique creative direction for brands; when creative direction intrinsically resonates with brand identity and value, businesses will differentiate themselves from the competition and have an endless supply of ideas to implement in the future. If interested in learning more please contact us today.