How to Find a Balance between Creativity & Corporate Identity
April 11, 2016
It’s the ultimate paradox for B2B marketers: Our content needs personality to engage the reader, but we also need to protect the corporate brand. We want to write empathetic, human-to-human content, but don’t want to appear unprofessional.
So which takes the lead in marketing: creating an engaging brand voice, or preserving corporate identity? Do we have to choose one, or can we develop both together?
I asked seven marketers known for their creativity and personality to weigh in on the topic. They are:
- Michael Brenner, CEO, Marketing Insider Group
- Andy Crestodina, Strategic Director, Orbit Media Studios
- Lauren Goldstein, VP of Strategy and Partnerships, BabcockJenkins
- Ann Handley, Chief Content Officer, MarketingProfs
- Carlos Hidalgo, CEO & Principal, Annuitas
- Joe Pulizzi, Founder, Content Marketing Institute
- Tim Washer, Creative Director, Cisco
Check out the video below to see these marketers discuss personality, branding, and corporate identity:
Given our Trading Eights ensemble’s advice, it seems the way forward is to develop brand and corporate identity together. Let empathetic, human voices drive the brand, and let the brand create an identity that resonates with your audience.
In the next few weeks, we’ll feature more Trading Eights videos from our ace marketing ensemble. Can't wait? Check out the entire Trading Eights series now for more industry leader insights.