What type of creativity helps build a B2B brand?

All B2B marketers want creativity for their brand. But creativity can take many forms, each with its own advantages and disadvantages. Knowing the difference will help you make an informed decision about how best to build your brand.

So what are the options?

1. Pure design: where information is presented in a clear, matter-of-fact way, in isolation of related products or services
2. Tactical creativity: where an idea is developed specific to each communication exercise for defined products and services
3. Strategic creativity: where a single concept or theme represents the brand proposition at the corporate level and comfortably houses the tactical exercises at product and service level.

Number 1 is the safe option when dealing with an internal audience, because it boils down to look and feel. It's also cheap. That said, it will struggle to deliver points of differentiation with charm or inspiration, and therefore get noticed by the wider market.

Option 2 represents the status quo for most B2B brands. It may overcome the problem of getting noticed but is invariably a bit hit and miss in its ability to do so. It also has a tendency to gradually drift away from the core proposition, thereby diluting the power of the brand. Finally, it can be expensive; coming up with a constant stream of new ideas takes time.

The third option is the hardest to achieve politically because creativity at the 'big picture' strategic level of a brand is also high profile. It's creativity with its head firmly raised above the parapet. Everyone notices, which of course is the point. We want the brand to get noticed, but inevitably the people who own and work for the brand will notice it first. And will comment. However, brands stand to gain most from strategic creativity. An idea that summarises the brand proposition will build a better, clearer argument over time. And if that idea also incorporates the brand's tactical communications then ongoing investment is minimized. This option introduces the concept of creativity as a consequence of brand strategy, as a consequence of business strategy.

Internal stakeholders not otherwise involved in the marketing process may be totally unaware of these options and their implications. But presenting the pros and cons of each may be a good starting point when asking your audience to analyze brand creativity objectively.

Read the bad news…

Original and compelling creativity often eludes B2B brands. Thankfully, help is at hand. IAS, the marketing agency behind this article, has made it its mission to rid B2B of its most notorious creative faux pas. IAS' book 101 Clichés highlights the worst offenders in all their hideous glory, from the handshake to the light bulb. Order a free copy from the IAS website.

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