The value of creativity in branding

Creativity is elusive and sought after, and has piqued the interest of researchers and professionals from various backgrounds, locations and industries for decades. In a post by August Turak on Forbes.com, creativity is aptly described as “a skill that can be developed and a process that can be managed”. It begins with a foundation of knowledge, of learning a discipline and mastering a way of thinking.

Contrary to popular belief, this is the combined work of the left and the right brain, and research by the University of Tsukuba in Japan on neural networks for artistic creativity confirmed that training – the focus of attention, belief and action – brings balance to the brain's hemispheres and increases creativity through reorganised hemisphere communication.

For those who work in branding, there is the opportunity to explore, learn, understand and immerse themselves in their clients’ businesses and use creativity to change perceptions, push boundaries and turn convention on its head to elicit change that makes a positive difference, fosters advancement and answers relevant business problems. Progress is, in essence, disruptive. The creative process can be uncomfortable, daunting and uncertain, but at the end, worthwhile and rewarding.

Creativity is an agile process: a journey and discovery. It requires bravery and the mindset to forget, even if just for a little while, preconceived notions and ideals. In its process, it has the power to teach and humble – and if you refuse to give up until the end, there is the potential for an incredible result that at the outset could not have been imagined.

It’s useful to revisit the creative process and examine how to get the best out of ideas and the mind's inner workings. It’s one thing to have access to data, information and knowledge; it's an entirely different thing to humanise the data and make it useful. Creative ability is the ability to achieve the right connections and synthesis of what our minds are continually filtering. While many people have theories about creativity, not as many can truly tap into it, because it’s difficult, it’s messy and it takes guts, and not everyone is willing to risk that.

Creativity demands tenacity and intelligence. Creativity also calls for conscience. It is the driver that has the power to influence and change perceptions, behaviour and beliefs. It can instil hope and mobilise a community. It asks that we question everything and be open to it.

Big take-out: Those who work in branding have the opportunity to use creativity to change perceptions, push boundaries and respond to relevant business concerns as it enables one to humanise data and make it resonate.