Studies have shown that the more creative an advertising campaign is, the more likely it is to create a lasting impression on a consumer. Creativity not only influences buyer behavior, but it also influences consumers' brand perception.

Here are some reasons why creativity is a driving factor for advertising effectiveness:

Define Creativity

Creativity is characterized as the ability to turn new and imaginative ideas into reality. In the advertising industry, it is creativity that helps brands bring their messages to life. Some of the most compelling and memorable ads are those that are out of the box and unconventional. Conveying your brand’s message in a way that allows consumers to form a unique connection to the company is one of the most important things a business can do. This cannot be done without one thing...creativity.

Personalization

One of the most important aspects of creating creative content is personalization. If you create content that has already been seen or perhaps has been overdone, your audience is not going to be intrigued. People want to see something they have never seen done before. An original ad could be composed of surprising elements or apply unique visual or verbal solutions. By putting a personal touch on your brand’s content, you are more likely to catch the attention of your target audience and give them something to remember you by.

Brand Association

Creative advertising is something that allows your brand to be memorable and can create a lasting impression on potential customers. Tapping into your creative side and creating unique content is a great way to construct brand association. Considering who your target audience is and thinking about the most effective way to convey your message to them is the best way to do this. Brainstorm unique ways to show them your product by including things that are relevant to them and could spark their interest.

Think about unique content that you have seen that you associate with some of your favorite brands: The Nike Swoosh, Skittles “Taste The Rainbow”, The “Share a Coke” campaign of Coca-Cola, etc. Producing creative content that resonates with your audience, stands out among competitors, and displays a meaningful message in a unique way is the one of the best ways to get customers to perceive your brand as memorable.

Emotional Connection

Advertising is very similar to story telling in the sense that you have a message you want to convey to your audience. When creating content, think about how to express your message in a way that produces an emotional impact. If you can create an advertisement that customers can connect and relate to, you can gain their trust and grab their attention. Not only does this “storytelling” approach allow a connection between the brand and the client, but it also is a transparent way to reveal the brand's values. This emotional reaction gives your audience something to feel and remember your brand by.

Creative Advertising

Creativity can help brands grow a consistent following, as well as promote products. If you produce advertising content that is recognizably creative and well thought out, consumers are more likely to perceive your brand as high-quality and consider purchasing your products. Creativity has the power to drive a business's effectiveness and engagement.

Attention grabbing content and campaigns lead to brand recognition and following and in this day it is all about who and how many people know your name. Producing creative content is not something that is easy, but when done well it can catapult your brand to success. Consumers are bombarded by advertising every time they open a browser, turn on the TV, or scroll through social media, so make your advertising worthwhile. Every brand has a story...so tell it through creative advertising.