Balance Between Brand
Strategy and Creative Execution
Finding a Balance between your brand strategy, and aligning it with your creative department is critical.
Your brand strategy acts as a North Star for your creative teams. This will make your teams work together in a more efficient manner, and will help align your overarching goals.
You’re developing a “guideline” for your departments to follow. The best creative execution will always be a result of a strong brand strategy. However, your brand strategy should not be so rigid that it stifles creativity inside your organization. There should be a healthy balance between brand strategy and creative execution.
Brand Strategy Framework
Your brand strategy should provide the framework for your creative department, but it should also leave room for creativity and innovation. In order to achieve this, it helps to be clear and concise and ensure that your brand strategy is backed up by data and research. This will give you a strong foundation to work from. Make sure your creative team agrees and understands your strategy. This will allow you to be flexible and responsive to the ever-changing digital landscape.
Brand strategy defines various key elements, it helps you recognize where your company is excelling, and helps highlight what you should focus on. This helps you pin-point the most prudent pieces of information that the creative department can then leverage in their ongoing creations.
Achieve Brand Strategy & Creative Balance
Here are two different ways you can achieve a balance between brand strategy and creative strategy.
- Work into your brand strategy a flexible enough framework to allow for some creativity and innovation. Ensure you have a clear understanding of your target audience and what they want and don’t want, this will help eliminate any confusion amongst your teams.
- Focus on your overall business goals when creating your brand strategy. This way you can bring your teams together with a unified outcome. Your brand strategy is the data-driven-research, and your creative department is the horse power required to achieve those pre-defined goals.
Most confusion comes from lack of defined target market, company wide goals, and nuance of audience.
Finally, you should always keep in mind that your brand strategy and your creative strategy are two different things. Your brand strategy should be the foundation of your business, while your creative strategy should be the driving force behind your marketing, PPC & Media Buying campaigns.
If you keep these two things separate, you will be able to achieve the perfect balance between the two.
Troy is the CEO & CIO at Legacy Media Partners. We manage large media budgets, and solve complex scaling issues that Mid-Market companies always face. In 2021 we added $7.6 Million in additional profits to our client’s bottomline.
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