Brand-building, as of today, has evolved from a “nice-to-have” to a fundamental pillar of long-term success. Studies show that strong brand recognition directly impacts customer loyalty, with a consistent brand message boosting revenue by up to 23% (Forbes). For entrepreneurs, marketing professionals, and founders, creating a memorable brand is important not just for standing out but for creating meaningful connections with audiences.
Amid the rise of data analytics and consumer insights, companies now have the tools to make informed branding decisions. Creative branding—whether through innovative ad campaigns, catchy jingles, or impactful corporate videos—has been shown to drive engagement, with 70% of consumers citing that they are more likely to support brands that resonate with them emotionally (Harvard Business Review)
This blog explores how corporations can use creativity to build brands with real case studies:
Why Creativity Matters in Branding?
Creativity in branding goes beyond just basic elements like logos or taglines; if you are not creating an authentic narrative around your brand to promote emotional connection within your customers, you are leaving lots of money on the table. When executed thoughtfully, creative strategies improve brand equity, differentiate a brand in crowded markets, and ultimately create long-term customer allegiance.
Storytelling is the best thing you can do with your brand right now and for all the right reasons! When you leverage storytelling to your benefit, your company can transform its identity into an experience that resonates, builds loyalty, and drives engagement on a deeper, more human level.
Differentiation: In saturated markets, creativity helps brands stand out. Unique campaigns that reflect the brand’s values and vision make it memorable.
Emotional Connection: Creative storytelling helps brands connect emotionally with their audience, which is a crucial factor for long-term loyalty.
Engagement: Creative visuals, videos, and social media content increase engagement, and encourage shares and conversations about the brand.
A truly original ad offers unique, unexpected, or unconventional elements. It distinguishes itself by breaking away from predictable themes by using fresh concepts or approaches that surprise the audience. This can be done through creative visual storytelling or by avoiding the stereotypical portrayals that flood traditional ads. For instance, Coca-Cola’s “Happiness Factory” stood out by offering a whimsical, imaginative glimpse inside a vending machine, showcasing a refreshingly original concept.
Ads with high flexibility effectively tie a product to multiple contexts or ideas. They showcase how the product can be versatile and cater to different situations. A prime example is Kraft Foods’ Jacobs Krönung coffee commercial, where a man tackles various everyday tasks—like washing dishes or fixing a bed—while a group of women savours their coffee nearby. The ad cleverly connects the product with diverse life scenarios to promote its broad appeal.
This aspect of an ad refers to its ability to add depth or intricate details to a simple concept. A great elaboration transforms basic ideas into something more complex or fascinating. For example, an ad for Ehrmann yoghurt extended the concept of “fruitiness” by showing a woman licking her lips and revealing her tongue as the yogurt flavor (such as a strawberry). Similarly, Wrigley’s 5 Gum commercial, which showed a man immersed in small metal balls to simulate the sensation of chewing gum, heightened a simple sensation into a dramatic, elaborate visual.
Synthesis involves combining unrelated concepts to create something new and thought-provoking. Ads scoring high in this area bring together ideas or objects that don’t usually go together. For instance, Wrigley’s ad for Juicy Fruit Squish gum depicted rabbits being fed bananas, berries, and melons, resulting in their teeth growing into shapes resembling the gum’s flavours. This imaginative connection of rabbits and chewing gum created a novel and engaging storyline.
Ads with strong artistic value captivate audiences through stunning visuals, sounds, or high-quality production. These ads are seen less as promotional content and more as a piece of art. They may use original colour schemes, clever dialogue, or unforgettable music, leaving a lasting impression. For example, Danone’s Fantasia yoghurt ad employed beautiful animation of a woman gliding on a flower petal through a dreamy landscape of yoghurt and fruit, turning the entire ad into an aesthetically pleasing experience rather than a straightforward product pitch.
You, as a business, need to align creative branding with how the human brain processes information to maximize emotional connection and brand recall. This can be directly applied to creative branding strategies, particularly in how brands create their messages to resonate emotionally and instinctively with consumers.
Emotional Triggers Are Your Biggest Leverage
Brands Like Surf Excel and Tata Tea—use emotional storytelling to connect with their audience. Surf Excel’s “Daag Acche Hain” campaign appeals to parents’ emotions and uses framing stains as symbols of learning and kindness. This taps into values like empathy, which speaks to deeper instincts rather than surface-level functionality (detergent as a cleaning agent)
Standing Out Through Contrast
Contrast is a powerful tool in decision-making, where the brain seeks to identify the most noticeable differences. Brands like Amul and Zomato stand out in saturated markets by making sure that their campaigns contrast sharply with those of their competitors. Amul’s satirical takes on current events and Zomato’s humorous social media strategy exemplify how creative content can capture attention through its uniqueness, and effectively engage the reptilian brain by being memorable.
India has a rich history of creative advertisements that have left lasting impressions on audiences. Here are some notable examples that demonstrate how creativity can elevate a brand’s profile:
The Amul brand is famous for its witty ad campaigns, which have been entertaining and engaging Indian audiences for decades. Known for its iconic “Utterly Butterly Delicious” tagline, Amul’s ads often feature commentary on current events. This approach has made Amul a brand and a voice serving millions by positioning it as a thought leader in the food industry.
One famous Amul ad celebrated India’s cricket victory by capturing the country’s collective excitement and associating Amul with national pride. This helped them capture a lot of emotions and make a place for their brand in the hearts of millions.
Surf Excel’s “Daag Acche Hain” campaign is another example of how creative branding can drive a powerful message. This series of ads promotes the idea that stains, often associated with children exploring the world around them, are acceptable if they come from acts of kindness or learning.
By positioning Surf Excel as more than a detergent, the brand appeals to the emotions of parents and aligns their values of growth, empathy, and kindness with that of the parents. It’s a prime example of using creative storytelling to address deeper social values that can make the brand more relatable and impactful.
Tata Tea’s “Jaago Re” (Wake Up) campaign is again a brilliant example of social awareness intertwined with creative advertising. Instead of simply promoting a product, Tata Tea used its ads to address social issues, such as corruption and voting, encouraging viewers to be more socially conscious.
This again triggered the emotions of many with a unique approach that positioned Tata Tea as a brand that cares about the welfare of the nation and built a strong identity that goes beyond just selling tea.
We all know Zomato has made a mark with its creative and often humorous approach on social media. From relatable posts about food cravings to quirky tweets about trending topics, Zomato’s content resonates with audiences on a personal level.
Even the pop-ups of their app are so relatable and witty that it is hard to forget about the brand. They’ve mastered the art of using humour to engage users, making the brand memorable in an industry where competition is fierce.
Creative branding is important for corporations that aim to stand out. From social media content to corporate videos and ad campaigns, creativity can propel a brand to popularity and build strong connections with the audience. Brands like Amul, Tata Tea, Zomato, and Surf Excel showcase the power of creativity in building a strong brand identity, resonating with customers on a deeper level.
By collaborating with creative studios and using innovative strategies, corporations can develop a distinctive brand voice that not only captures attention but also builds long-lasting relationships with their customers. Whether through humorous posts, emotional storytelling, or socially conscious messaging, creative branding can indeed make a brand unforgettable. At any point, if you need help with photography or creative ad shoots, GoReccie is there to serve you. Get in touch with us to know more.