The world’s biggest and most successful companies have used creative direction over long periods to build a brand and connect with their audience on a massive scale. It would not have been possible to do this without it. Without a winning concept behind their brand, their visual presence and marketing activity would be disjointed and inconsistent.

Even small businesses will benefit from taking a more strategic, thoughtful approach to their branding. Whether it’s the consistent use of a color that makes your audience think in a certain way (dark blue is associated with professionalism and trust, for example) or a tagline that you can use across your site and marketing materials, you can make creative direction work for you.