19th February 2024

All too often, strategy and creativity are thought of in isolation. However, at Silver, we believe that one cannot succeed without the other.

A great strategy will fail if it lacks creativity, and creative ideas have no value without strategic direction. For any brand, strategy and creativity are the two pillars of success.

Here are five ways strategy can fuel creative ideas and achieve results…

Strategy gets to the heart of the why

Storytelling is the most effective way of communicating complex ideas in a simple way. But before you begin to tell your story, you must get to the heart of why. Within B2B, this could be addressing your client’s needs, barriers to success, or even organisational change. For any marketing strategy to be truly effective, you must first seek to understand your objectives, needs, and entire business landscape. In doing so, you can develop creative solutions that tell your story effectively and deliver success.

Strategy helps define which story to tell

With any brand, there are probably many stories you can tell. However, strategy helps you define which story your brand should prioritise. By analysing your industry, your competitive landscape, and your audience, strategy provides insights and identifies the best way to position your organisation within the market to stand out from competitors, build trust and credibility with your audience, and achieve business growth.

Strategy grounds creative ideas in value

It’s not enough to just talk about your product, solution, or service. Within B2B marketing, any story you tell must address your customer’s needs and offer compelling value. This is vital to build a person-to-person connection, even in B2B stories must come from human spaces, and strategy is the way to guarantee any creative idea will communicate value to and have a greater impact on your audience.

Strategy defines the parameters within which creativity can play

Like how there are many different brand stories, there are unlimited ways you can bring stories to life. In theory, it might sound great to have creative freedom, however, without strategic direction, it is not likely your creative ideas will effectively resonate with your audience. By defining a foundation and framework for creativity to flourish from, strategy encourages creative problem-solving whilst ensuring creative ideas have focus, purpose, and structure — as well as delivering the desired results.

Strategy shows multiple routes of possibility

Whilst defining boundaries for creativity may seem restricting, strategy provides a foundation for creative ideas to grow from and often identifies multiple creative routes for bringing the strategy and story to life. By working with a handful of creative ideas, you can gauge which ones have legs and identify any elements that aren’t aligned with the strategy.

At Silver, we love to tell our clients’ stories and ensure strategy and creativity are at the heart of everything we deliver. If your organisation would like strategic support and creative solutions, get in touch with us today.