A creative director is responsible for helping to build and support the brand of a company and the right experience can make them a valuable team member. A skilled creative director understands the company and the market. More importantly, they are able to communicate the right brand attitude to the consumer.
Building a brand is not just about image and advertising, it’s also about training the support staff to deliver what the company has promised.
Brands that are strong and healthy can self-destruct if the company acts improperly or in opposition to their promise. It’s important to remember that, on a regular basis, a company is either building or reducing its brand through the eyes of the clients, prospects, employees, and other shareholders.
Many businesses tend to focus on advertising as the method for creating brand awareness and for building their brand. They also need to focus on factors inside the organization. It is important to spend time with your internal staff to make sure that they understand the brand promise and can deliver on this promise automatically.
A smart business will create strategies around brand management and monitor the performance on the delivery of their brand promise. Surveys, feedback forms, and social media conversations with customers are a good ways of tracking progress.
Linda Danaher 