Creating a great brand is an art. But, through art are great lessons in keepint a brand fresh. 

Here is the first lesson; developing my artistic style took time, painting day after day until I created a few pieces that radiated. Then more paintings were developed using the same technique. I had a great body of work and my artistic brand was born.

Like creating a consistent body of work, good service provides positive experiences customers learn to trust. It elevates a brand in the mind of the consumer, it is smart business, and enhances brand development.

Here lies a potential problem.

Repetition is a vertical process of focused thinking where the horizontal is creative thinking. Business as well as an artist’s repetitive activity is a vertical process where the brand can take on a cookie cutter look if fresh creativity is not a part of the mix. However, horizontal thinking is that process that creates new innovative ideas. But, when a business focuses attention solely on the horizontal, consistency can go out the window.

Many artists find themselves in this kind of a dilemma creating but never focusing. Having been in both camps I know the pitfalls, the totally sold out creative genius with no direction and the overzealous commercial artist who lost touch with her creative side. Both camps are dangerous if one activity is the norm to the exclusion of the other.

Starbucks for instance; could vertical stagnation be a part of their problem? They painstakingly etched their brand giving customers a unique experience. Each store then became a cookie cutter mold. Then add the drive-through and fast-food, they are competing with McDonalds and Duncan Doughnuts.

So, what is the litmus test if that fresh approach has lost its zing?

You may not be able to put your finger on it, but your work lacks the creative zest it had in the beginning. Passion and talent go hand-in-hand. You cannot have one without the other. I know, I tried that approach and my work stunk. Creative zeal turned into monotonous drudgery.

Businesses are the same where passion is that magical ingredient, if you do not have it, everything becomes a chore, your work and brand suffers. Stagnation! Boredom is why some owners sell their business after a number of years, successful or not.

Freshening Up a Fresh Idea

I love how Howard Schultz in the beginning fed into his employees when others laid off. As a result his company took off and they diminished. He brought America a new coffee experience.

It will be interesting to see how Starbucks renovates their brand. McDonalds was brilliant in their replication of the French fry. But for Starbucks, they provide experience. They need to focus back on that brand.    

Every good painting has a central focus. The clearer my message, the more likely I am to produce high customer appeal artwork. It vibrates with emotional connection—so also with a great brand.

Entice your audience by creating stories that show verses tell. Telling is emotionless factual information that lacks the zip that entices customers. Rather, stories build on experience inviting potential customers to enter the discussion.  Today’s social media showing through story telling is right on.

So, take the time to develop a brand that creates a great story. Be sure you provide consistent service for maximum customer experience. But stay flexible to keep the creative juices flowing. Is your original intent still applicable today? If not, use that same artistic creativity that brought about the first idea to reinvigorate your brand because creating a great brand is truly an art.