Nike rewrote the marketing script with its highly successful “Just Do It” campaign before the term “creative branding” was even coined.
Produced by advertising agency Wieden+Kennedy in 1988, those words pumped up a whole generation to pursue their passions no matter the obstacles.
Ironically, the slogan was reportedly inspired by the last words of convicted murderer Gary Gilmore.
Now cemented in pop culture, Nike’s vision presented an archetype that soon others followed and tried hard to emulate.
Moot Point
Creative branding has morphed into this superpower that big brands wield like lightsabers. Unfortunately, not everyone hits the mark.
Luxury car brand Jaguar is the epitome of posh British culture. For decades, Jaguar drivers were wags and girls gifted above-average models by their husbands and boyfriends. It represented wealth, prestige, and masculinity.
What was wrong with the brand? Marketing experts say “absolutely nothing.” So why mess with something that wasn’t broken?
In November last year Jaguar released a new visual campaign. The complete rebranding, including their famous logo, had marketing execs clutching their pearls and competitors chortling into their overpriced champagne.
MarketingWeek questioned why, when it should have “celebrated and updated what once made it great.”
Why are we mentioning all this? Creative branding can either turn your eCommerce store into a Nike or Jaguar. And we know which one you’re leaning towards.
Let’s dig into genius ways to incorporate creative branding into your eCommerce strategy.
Trust the Process
Unlike marketing, creative branding is the creation of a unique brand identity for your business using sometimes innovative and quirky techniques.
Custom packaging and co-branded products are some of the ways to market your eCommerce store.
Whether you call it creative branding or just good old branding, the message is the same. To create an unmatched brand identity.
How do you achieve this? Visual elements like logos and typeface, and non-visual elements (voice and personality) establish a repertoire with your audience.
Lean into AI
AI technology has advanced at such speed that it’s tough to keep up. The good news is that AI website building opens a new and exciting world for small business owners and online stores.
Several years ago it was impossible to build a website without prior experience. Now you can do that with an AI-designed business website. Hocoos says AI website builders generate unique designs and website creations tailored to your business.
Thinking of a logo refresh aligned with your brand identity? The AI logo generator designs professional logos in seconds.
Stunning website visuals don’t come cheap. However, the AI image editor for websites alleviates the stress and financial burden of sourcing quality images.
Some website builders for business offer support and chat teams along with AI website wizards. You have access to unique web templates generated to your liking. There’s also the option to customize individual website elements with the help of AI tools.
Inventive Packaging
Whether selling clothing or sweet treats online, your customers want to feel valued. Standing out from the crowd means thinking outside the (delivery) box.
Rethink your packaging and how you can customize it to appear more attractive. You want your customer to squeal “Wow!” when they receive their product.
Step away from generic cardboard mailers and design packaging that speaks to your brand. Why not take the eco-friendly and sustainable route and replace styrofoam peanuts with air-popped popcorn?
Tell Your Story
Brand managers constantly preach about brand storytelling. They are right. Think of your brand story as your origin story that connects to your identity.
PR Daily explains that writing engaging content can be mentally draining. However, going back to the basics of what makes good content is where you should start.
Disney Consumer Products marketing director Angela Affinita tells The Drum that brand storytelling is more than creativity. It’s a tool that captivates, inspires, and influences others.
Affinita adds that the plethora of marketing platforms makes it difficult to discern which one to choose. She believes it’s all about identifying the avenue where your brand has the most effect.
Be a Rebel
We don’t mean in the literal sense, but sometimes taking a risk requires breaking a few rules.
Intentionally defying design conventions sets you free, creatively. Unique and attention-grabbing images and logos are some ways of accomplishing this.
This can involve unexpected colors, typography, imagery, or messaging to stand out, even at the risk of confusing or alienating some audiences.
You have to learn from others’ mistakes. Jaguar broke the rules but to its detriment. Try not to venture too far off the path or you could find yourself in the same territory.
Create your one-of-a-kind brand identity. Leverage AI to design custom logos. Tell your story most authentically. People love an underdog, so immerse yourself in that narrative, but only if it’s true.
Also, trust your gut. It’s the reason why you’ve made it this far.
