What is a Creative Idea Worth in Your Business?

by Ruth Klein on March 18, 2013

If I were to ask you what a creative idea could do for your business and what it could be worth, you would probably say that it could bring in thousands of dollars in revenue. However, I am telling you that real creativity in marketing could be worth millions!

First of all, I must explain how that is possible. Creative marketing is more than just choosing the right fonts and colors, and it begins with you and your team understanding the true value of you, your services or products and your business brand so that you can better relay your brand to your consumers in an innovative and exciting way.

Last week one of my Expert Celebrity Brand Platinum clients came to Santa Monica for our VIP Day together. There was much confusion around her business brand which was causing her much frustration, procrastination and content overwhelm. Once we were able to identify a clear and on-purpose business brand through a creative paradigm shift, we were able to clearly define new niche markets for her wonderful services.

Bruce Nessbaum, The Harvard Business Review, states in his article “How to Find and Amplify Creativity,” that:

“In 2010, IBM ran a survey of 1,500 CEOs and found that the most valuable management skill was no longer ‘operations’ or ‘marketing’ but “creativity.”

Let’s look at some of the companies and products that have been open to the “world of possibilities” and in being so, have developed their own creative style of marketing and strengthening their business brand in the process:

First and foremost is Apple’s iPad, and iPhone Touch, which helped to launch the company’s “Easy to Buy, Easy to Sell” style of marketing that focuses on the applications within the product more than the product itself.

Next we have Google, who mastered the “Don’t fear failure” marketing technique, that allows for the marketing team to make mistakes when trying out new things. This willingness to be more concerned with inventiveness while establishing guidelines for its success has ensured that Google sees more successes than failure.

For successful creative marketing strategies for the online company, Social Media has to be acknowledged and Mark Zuckerberg’s strategy for Facebook needs to be considered. His marketing strategy focuses more on the “what” than the “how,” which allows the entire team to go as far as they are willing to go in getting their brand into the mainstream. So far, that risk-taking has led the predominantly online business to rake in billions.

So now here’s the big question, how do you become a Creative Brand Leader? Here are seven tips to become a Creative Brand Leader and bring your revenue into six–figures and beyond.

Tip #1: Embrace Change
Don’t be afraid to change the rules from “the way it’s always been.” Be “disruptive.” Go ahead and “disrupt” the status quo.

Tip #2: Take Risks
Don’t’ be afraid to fail…actually, I don’t even believe in failure…it’s really only feedback! Check in with yourselves to see how much you’ve learned and done differently with this “feedback” vs. getting it right on target each time.

Tip #3: Ideas Are Only As Good As Their Implementation
I must share with you as a caveat that creative ideas without action, is only “air.” True creative leadership happens when you receive your download and take action. Here is a wonderful quote by Goethe:
“Until one is committed, there is hesitancy, the chance to draw back– Concerning all acts of initiative (and creation), there is one elementary truth that ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, then Providence moves too. All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision, raising in one’s favor all manner of unforeseen incidents and meetings and material assistance, which no man could have dreamed would have come his way. Whatever you can do, or dream you can do, begin it. Boldness has genius, power, and magic in it. Begin it now.”

Tip #4: Talk in Your Consumers Voice
Creatively expand your communication style…Know who your target consumer is and talk to them in their language. If your target is young and urban, be creative and use a little hipster slang. If your audience is more mature or business professionals, use creative messaging that is a direct reflection of your brand (think Google, Apple, Zappos, Lululemon). You may want to “tweak” your marketing message depending on what group you’re speaking to…tweaking your message does not interfere with your business brand.

Tip #5: Become the Product or Service
If you promote pianos, have a good understanding of music and creatively tell the piano story through music; if you provide coaching, become an excellent heart-centered listener; if you provide accounting, become your client’s creative financial business “partner.”

Tip #6: Continually Ask “Why Not?”
Get into the open world of possibilities in your ..as a child might…they are always asking, “Why not?” Come to think of it, I still ask “Why not?” You may “think” something has to look a certain way, but “What if…”

Tip #7: Continually Ask “What If?”
What if I were to try another approach to reach my market, build my email list, create my business model. I have found that when I’m creatively brainstorming with “What if,” there is usually one new approach that resonates with my Brand and caused a paradigm shift.

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