Why creativity is valuable

How do you exploit creativity in your business? Does it add value - tangible value on your bottom line? I read an interesting article in Marketing Week recently, quoting some research that found that 96% of business leaders saw creativity as integral to their success and recovery from the recession.

I was quite surprised by this at first, but then I took a step back and saw the logic in it. No great business idea was born from doing what's always been done. You don't move ahead by following the herd. Whether it's developing a new product, finding more efficient ways to manage resources or looking for a new market to supply your services to - the seed to success lies in taking a creative approach.

But despite almost total agreement that creativity is the key to success, 44% of business leaders said they lacked the skills and commitment to deliver the creativity required. And although creativity was rated higher than any other factor for business success, only 23% had integrated it into their business strategy.

This is a great example of how a brand adds value - real value - to a business. What's the solution to integrating creativity into your business strategy? How do you harness the skills and commitment needed to deliver it? Look at the four brand 'touch points' (product/service; people; communication; work place). How can they deliver creativity to your business? Creative products and services become market leaders, whether you're making computers or providing legal advice. Creative people deliver creative solutions, whether you're trying to make your production process more efficient or looking for a better way to reach you target market. Creative communications reach further and deeper to touch your audience, whether you're selling insurance or vacuum cleaners. A creative environment breeds creative thinking; how many innovative businesses put all their staff in identical open-plan, grey cubicles?

If creativity is one of your brand values it will be manifest in every aspect of your business. It will influence the products and services and deliver; the people you recruit; the way you communicate with your audience; and the environment in which you do all of this. And that's the power of a brand, it can influence every aspect of your business. If your brand values match your business objectives, every aspect of your business is focused on achieving them.

If you'd like to have a chat about how your brand can add value to your business email jonathan@alderandalder.co.uk or call 01392 248107. We are also running a brand workshop on 11 September for business who are looking for a competitive advantage - is that you?