Brand Creator … 9 Ways Creative Branding Can Rescue Your Marketing

Mike Schoultz
5 min readMay 5, 2022

Creative branding? An implicit or explicit effort? You would know what I meant if you were a brand creator. Let me explain.

Every business has a brand, whether explicitly planned or not. The critical question is how good the brand is. And how well it contributes to your marketing campaign. If you are leaving your creative branding to implicit efforts … well, it is not going to be very good and certainly not very creative.

Check out our thoughts on creative marketing.

You just can’t say it. You have to get people to say it to each other.

– James Farley

With the advent of the Internet, the number of marketing options available to both budding and experienced entrepreneurs has become staggering.

Quite simply a brand is the collection of customer perceptions of:

  • How they see you
  • How they feel about you
  • What they say about you

So you see it’s not about what you think. And people will form opinions about your business whether you want them to or not. So why not take explicit branding actions to influence these opinions.

Companies need to influence positive opinions by positive actions. Influence is the key operative word here. Meaning to inspire desirable and measurable outcomes. Emotional connection to our products and services.

Why emotional? Simple. Most purchase decisions have critical emotional connections.

So what are some of the best ways different businesses use their creative branding to market their products and services? Let’s take a close look at these businesses and their creative use of branding forces:

Tailor brands … differentiation

There is no more powerful component of a brand’s force than its differentiation. JetBlue’s brand screams out how it is different. And better. Free Direct TV and XM satellite radio onboard their aircraft. Leather seats. Unlimited snacks. Great legroom. Think of these discriminators and you’ll think of the JetBlue brand.

Unique positioning

Mike Schoultz

Mike Schoultz writes about improving the performance of business. Bookmark his blog for stories and articles.