The right style of creative direction can make or break your brand and is a key part of the brand-building process. It involves creating a unique visual style for your brand that sets you apart and fosters customer loyalty. With a clear creative direction, you can make your brand memorable and keep customers coming back for more.?
We've asked some of our Creative Direction Advisors to share their advice on the common mistakes that founders make in this area, and how to avoid them.?
What are some common mistakes that founders make when it comes to creative direction, and how can they avoid them?
- “I think the most powerful thing any founder can do when really developing a creative direction for their brand is to hone and hone it until it really is expressed as one very singular idea. I think founders can sometimes feel the pressure to incorporate too many ideas in their brand -? whether their own, or ideas coming from their team or their board of advisors. The challenge here is that the clarity of the idea can become confusing to the customer. A bit of a kitchen sink mess! So often the best path forward is an exercise in restraint -? removing all the 'and' 'and' 'ands' and leaning into one singular concept.??“Before you leave the house, look in the mirror and take one thing off.” -Coco Chanel
Linda Honan; Founder & Creative Director, Outseta LA
- "Founders eat, sleep, and breathe their businesses. They think about them all the time. They understand all the nuances and distinguishing features.? But customers--and certainly, prospects--don't.? A good creative partner helps founders ensure they're not losing the forest for the trees when it comes to their marketing.? What's the one thing you want people to know or feel about your brand?? Simplify.? Then deliver the message with clarity, emotionality, and above all-- consistency.?"
Dana Avidan Cohn
; Creative Director, Creative & Content Consultant
- One of the biggest mistakes is not understanding their audience well enough. You've got to know your target market like the back of your hand if you want to create messaging and visuals that really connect with them. Another mistake I see is a lack of consistency across all customer touchpoints. Your brand needs to be consistent across your website, social media, and marketing materials, or you risk confusing your customers and losing their attention. To avoid these mistakes, do your research and get to know your audience on a deep level. Work closely with your creative team to develop messaging and visuals that really resonate with them. And don't forget to establish a style guide to keep everything consistent across all your customer touchpoints. By focusing on these elements, you can develop a strategy that truly connects with your audience and drives your business forward.?
Bridgette DeLacy
; Founder & Creative Director, BDCC
