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How a Branding Company Uses Creative Thinking to Build Iconic Brands

Sep 26, 2024

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Why does Creativity matter more than ever in marketing?

The answer is simple: the market is saturated. Today, countless businesses are selling the same product or service. In fact, the barrier to entry in most categories has never been lower. So, how do you stand out if you're a small to midsize business? That’s where creativity comes into play.

Let’s be real—you’re not the only business offering our product. You’ve got competitors everywhere. It's tough to stand out and be that single source of light in a crowded market.  And for the businesses just starting, it can feel impossible. Having a great product is just the beginning. You also need to make sure people actually know it exists!

This is where a Business marketing agency and creative thinking becomes a powerful competitive tool.


Is This a New Concept That Branding Companies Are Using?   

Creative ideas reframe a product or conversation to present it in a surprising and unexpected, and hopefully more impactful way.  And no, it isn’t new.  Creativity has been part of marketing for ages - and increasingly seen as the more important catalyst for growth. 

If you’re not being creative with your marketing strategy, you’re leaving money on the table, or worse, falling behind.


Some Examples of Creativity in the Marketing

Now that we've defined creativity, let's see it in action. Here are a few examples where a business marketing agency used this tool. Take Coinbase’s 'Less talk, More Bitcoin' campaign from the 2022 Super Bowl. At the core of their brand is a belief that technology is a great disruptor of institutional power. They knew they needed to begin to market the brand to national audiences and the Super Bowl made a lot of sense as the media canvas to do it.


Afterall, the Super Bowl can either be the best investment your brand has ever made, or the worst depending on how creatively you approach the moment. Rather than producing a stereotypical Super Bowl ad with celebrities and explosions, they subverted a boring little QR code by treating it like the cult-classic 00’s screensaver, a visual with an internet folklore in its own right. In a way, the concept trolled the advertising industries’ most institutional event, just as you might expect from the Coinbase brand.


Quite risky and bizarre, right? Well, it worked. 20MM people spontaneously took out their phones and snapped the QR code, heading to Coinbase.com. Almost half a million immediately continued through new customer registration and the campaign was a brand and conversion sensation. 


This is just one example. Ambitious brands understand the impact creative marketing agencies can have on their business. They create the space to consider unusual approaches to brand or communications briefs and they take calculated risks to outperform their competitive set.

Where Can You Get Creative 

Creativity can be applied to every area of your business. From product to product launch to marketing.  It starts with knowing your audience. Their personalities, tastes, and lifestyles What type of movies or music genres do they enjoy? Pay attention to social media, trends, and even the problems your target audiences face. Use these insights to shape your marketing in a way that speaks directly to them.


Your branding is the same across all channels—your website, social media posts content even hashtags —it should have the same tune. That way, when someone thinks of your business, they get the same vibe, no matter where they interact with you.

Wrapping Up

In the end, for you to get creative you need to have an open mind. What we mean by an open mind is you need to give your branding company the freedom to come up with any idea, even the idea that at first sounds weird, and risky. Weird, not possible, and risky type solutions are the ones that get noticed quickly or discussed for a longer time. So do not force your branding company to be perfect, and play safe.