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A strong brand helps in many areas. It remains on the minds of consumers and leads them to your business as a potential remedy for their needs. It conveys your message, strengthens your authority, and fosters loyalty.
The Importance of Creativity in Branding
Creativity plays a pivotal role in the branding process. It allows your brand to stand out from the competition, capture attention, and leave a lasting impression on your target audience. However, finding the right balance between innovation and consistency can be challenging.
Being overly rigid in your branding guidelines may result in a dull and stale brand, while excessive creativity might lead to inconsistency and confusion. Now, let’s delve in and discuss effective strategies to incorporate creativity into the branding process while maintaining a strong and consistent brand identity.
1. Update Brand Guidelines Regularly
To keep your brand fresh and relevant, it is crucial to update your brand guidelines regularly. While there is no fixed timeline, updating them every two or three years is advisable. This ensures that your brand doesn’t become stagnant or outdated. However, be mindful not to alienate your existing consumers with drastic changes.
INSIGHT: Consider complete overhauls every five or ten years, striking a balance between novelty and familiarity. For example, if your baby food formula has changed to support more studies, this must reflect in your custom baby food packaging.
2. Embrace Flexibility in Brand Rules
While brand guidelines should provide a comprehensive framework, it is essential to allow room for creative license. Instead of dictating every minute detail, focus on suggesting the typefaces, colors, photo aesthetics, and overall design direction. This flexibility encourages creativity and empowers your designers to explore new ideas within the boundaries of your brand identity.
INSIGHT: Avoid specifying font size grids or micromanaging every element. Trust in your team and refine when everything is done.
3. Provide Inspirational Samples
Rather than being overly prescriptive, offer inspirational samples that serve as a starting point for your designers. These samples should embody the essence of your brand while leaving room for interpretation and innovation.
INSIGHT: Provide a visual foundation, as this encourages creativity while ensuring consistency within the broader brand context. This is especially important in markets like snacks and supplements, where custom packaging is a big differentiating factor in a promiscuous shopper base.
4. Consider Design Applications
Different design applications may require variations in execution. Not all formats or mediums will accommodate your images and logo design in the same way. For example, a design that looks great on white printing paper might not translate well to custom packaging.
INSIGHT: Acknowledge the expertise of your designers and allow them to adapt the brand guidelines accordingly. Grant them the freedom to navigate the practical challenges while still adhering to the brand’s core values.
5. Encourage Color Exploration
While your brand may have a defined set of primary colors, consider allowing your designers to experiment with auxiliary colors for specific contexts. These additional hues can add visual interest and evoke emotions that align with your brand’s message.
INSIGHT: Infographics, callouts, and other graphical elements provide opportunities for incorporating these captivating shades and enhancing the overall visual appeal.
Conclusion
Incorporating creativity into the branding process is crucial for building a memorable and impactful brand. By striking the right balance between innovation and consistency, you can create a brand identity that resonates with your target audience.
Regularly updating brand guidelines, embracing flexibility, providing inspirational samples, considering design applications, and encouraging color exploration are effective strategies to infuse creativity into your branding while maintaining a strong and recognizable brand identity.
Remember, as a brand owner, you play a vital role in guiding the creative process. Work closely with your designers, foster open communication, and provide constructive feedback. Collaboration and synergy between your vision and their expertise will lead to the creation of a powerful brand that leaves a lasting impression.
