We all recognize creativity as a good thing. It can help prospects see a brand in a new light. Or better yet, connect with them on an emotional level. Yet, too often, creativity is seen as a ‘nice-to-have’ when promoting your brand instead of a crucial ‘must-have.’

It’s understandable. It’s easy to get caught up in the features and functionality of your offering. You stack up a pile of those features, and it’s easy to feel like you have something significant. Something that your prospects would be crazy to ignore. And yet, that’s exactly what they do.

Why is that? Okay, don’t take it personally, but your prospects don’t care about your brand. (Ouch, right?) What they care about is their problem. Or an aspiration they have. If you haven’t connected your brand to those things, you have left it to them to dig through all your features and functionality to understand why they should care. And, that is simply too much to ask of your prospects. 

So, what does it take to connect your brand to those things that are important to them? Creativity.

This isn’t just some random opinion

A study by LinkedIn and Magna found that creative B2B ads yielded a 40% higher purchase consideration compared to traditional, fact-heavy approaches. The creative approach also increased brand favorability and boosted the intent among prospects to research the offering.

So, how does creativity do this? Creativity helps you:

• Cut through the noise: The market is saturated with information. Creative content grabs attention and helps your brand stand out from the crowd. A captivating narrative, a thought-provoking visual, or even a funny video can all make a lasting impression on potential customers.

• Forge emotional connections: Purchases are just as much emotional as they are rational. In fact, they often are more emotional than rational. Creative advertising allows you to tap into your audience's problems and aspirations. A well-crafted story can build empathy, trust, and a preference for your brand.

• Build brand favorability: You can humanize your company, showcasing your values and making your brand more relatable and trustworthy.

• Spark research intent: An unexpected approach, a thought-provoking question, or an engaging narrative can motivate prospects to learn more about your offering. This translates to increased website visits, content downloads, and overall research activity.

• Boost brand memorability: Let's face it, most buyers aren't ready to buy right this second. A creative campaign can leave a lasting impression, keeping your brand top-of-mind until they are ready to make a decision.

• Increase loyalty: A brand with a unique voice and a memorable story fosters customer loyalty and repeat business.

How to embrace your superpower

So, how can you inject some much-needed creativity into your branding and advertising? Here are a few tips:

• Focus on emotion: Even B2B purchases are still driven by human beings with emotions. Don't underestimate the power of humor, inspiration, or even a touch of surprise to grab attention and create a lasting memory.

• Tell a story: People connect with stories. Use your ads to showcase real-world problems and how your product or service solves them. Think testimonials, case studies, or even humorous scenarios.

• Think outside the box: Don't be afraid to experiment with formats you may not currently use. Consider video, interactive content, or social media campaigns to engage your audience on their preferred platforms.

• Mine the data: Creativity doesn't mean abandoning data. Use audience insights to tailor your message to resonate with specific pain points and aspirations.

Creativity isn’t about being flashy or doing something crazy. It's about finding innovative ways to genuinely connect on a deeper level with those you hope to serve. Embrace what it can do for your brand. And unlock your superpower.