How can creative writing make or break your brand?

pepper square

Pepper Square

2 min read



Creative writing is not an armor of fancy words but a weapon that thrives on a combination of skills and attitude. It sustains on three aspects namely language skills, focus and transparency. While language can be trained, focus is an internal discipline to be cultivated and transparency is the moral courage derived from what you believe in.

The primary function of language is to communicate and not to flaunt vocabulary

Know the rules of grammar and type-space before you break them to suit audience and context. For example, a headline or a bullet point need not be a complete sentence, just a keyword header will do. Type spacing is equally important. It helps to know in advance how many words can fit into the space. If you break a sentence in the wrong place, you will change the intended meaning of the message. Also, be aware of cultural contexts as words can take on multiple meanings as the geography they are used in changes.

The end goal of language is to lead thought into action

Therefore focus is important. Ask what you want to achieve with your web/mobile site. Is it to inform, to entertain or to drive sales? Defining the goal is crucial in creating the right user experience. If the intention is to inform the audience about your brand, then you need to include details about the company profile, its promise and what it does, so that the brand becomes visible. If the intention is to make the web a platform for sales, then your content should direct users to perform specific tasks.

A vital element in building trust

The content has to be accurate, authentic, and should not mislead the audience. For instance, the image of a hotel room/apartment you booked should clearly specify whether it is indicative or actual. Contact names and numbers should be clearly visible and easy to access. Copyright and privacy policies should be respected and followed.

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26 Responses

  1. Naina Jude
    May 18, 2015 at 5:14 pm

    This is a very helpful guideline and I wholly agree that clarity of matter should not be sacrificed on the altar of creativity. The two need to go hand in hand for truly great content.

  2. Bhavya
    May 17, 2015 at 5:17 pm

    Creative writing is all about a well written thoughts in a unique way!!
    Creative writing has a magic to invite people to read the complete story written. As it’s told in the article, the language, focus and transparency is very much important to all brands. Each & every business should concentrate more on creativity; so this helps a business to show up how unique & creative they are.

  3. Pritha Upmanyu
    May 14, 2015 at 8:19 am

    Great Post!
    Its True, Through your words you can break or make your Brand. Creative writing is a weapon to connect seller and buyer depending on their needs, yes Language is the way to communicate but it should have some meaning and focus so as to drive your users to correct direction and to build up trust with your user their should be transparency, authenticity in your words.

  4. Nambirajan
    January 11, 2015 at 4:37 pm

    Language also has the power to create – an often ignored aspect of language.

  5. Anil
    December 26, 2014 at 10:13 am

    In this busy time is precious…targeting to point explanation will increase readers interest.Once we gain this we are through..breaking the complexity items on the writeup s will always helps.

  6. Muralimanohar G
    November 15, 2014 at 1:58 pm

    The number of people understanding our content is much important and there exists the success.

    Accuracy, explaining our thoughts in a creative manner are the points to be noted

  7. Deepa
    September 24, 2014 at 6:16 pm

    Connecting with your audience is the ultimate goal of content. How you approach this goal is the creativity in the content. When you know for whom & for what you develop the content, it gains a flow. Language, focus & transparency thus remains vital in content.

  8. Avinash
    September 11, 2014 at 1:29 pm

    Creativity is a expression of your thoughts, creative writing leads to innovation.It certainly can be a motivational to others, thus creative writing make your brand

  9. Akash K
    July 29, 2014 at 7:48 pm

    Creative writing speaks for itself. It is nothing but an art through which you can communicate effectively and clearly at the same time making the audience to want to read more with every line they read. The key here is not to use extravagant words so that the reader has to keep a dictionary in front of him for every word he reads instead it should be “Oxifrugal”. When you write an article make sure you narrate an ordinary scenario in an entirely different way to grab the readers attention and egging him to read more.

  10. July 4, 2014 at 7:34 am

    It is the magic of creatively written brand taglines and jingles which makes the brand stand out in the market full of competitors and helps us to remember and recognize the brand.
    Brands express their complex value proposition in couple of words that becomes integral part of user’s day to day life.
    If we talk about websites, apart from visuals, a well writen heading may catch attention and this initial step will help the user to determine whether to stay on the page or not.
    Today search engines are content driven. They go through the content of yours compare to other pages having relevant information. In that case, great content won’t just make your page great and info rich but it will improve your site rankings too.

  11. May 27, 2014 at 6:12 pm

    “Creative writing” the name itself has lot of internal meaning. It can either help to climb the ladder or fall down. The message need not be too long ,it can be short and accurate as well. The Language, focus and transparency are three important aspects as mentioned. Interest and knowledge might also be consider as the important aspects that required for creative writing.

  12. Subhrajyoti Basu
    May 8, 2014 at 6:41 pm

    Creative Writing, at its best, is a deep body experience which your readers should be able to feel – passion encapsulated into words.

  13. Rangaraj
    April 4, 2014 at 8:05 am

    Creative Writing is a Challenging inspire a person, poetic form of writings will help and also simpler form of writings too help.

    we need to understand the client and the target market to build the words. poetical expressions may not be understandable to someone and not necessary in some areas. and simple wordings may feel boring for someone. we need to know the scenario and end user mentality. we need to think as a end user while building words. Nice Post Thanks!

  14. March 1, 2014 at 1:13 pm

    Creative writing, interesting topic. For website content, it is always recommended that we ‘Keep It Short & Simple’ & i totally agree that language, focus & clarity in content are very much important.

    Most people tend to confuse creative writing with pure technical writing & they end-up with content something which is either puzzling or unclear.

    So a creative website content must serve these purposes,

    1.Should be easily communicative & understandable.
    2.Persuading readers with call to action words.(if the objective is to sell)
    3.Should serve the SEO purposes (getting hits from search engines)
    4.And it also should be engaging, remember that when we write something on web, it is not an individual rather it is the brand that is speaking for the customers.

  15. Subhash
    January 31, 2014 at 4:57 pm

    Creative writing is one of the powerful element which connects a person personally and emotionally, and it should be transparen.

  16. Ashish Didwania
    December 24, 2013 at 10:35 am

    Effective writing is a challenging task. As rightly put, many people fall prey to usage of difficult words in sentences, without estimating the understanding level of their audience. Understanding the audience as such becomes very important, which is related to the point mentioned above under ‘Focus’.
    It is a good idea to always keep simple and short sentences as mode of communication. Following this simple rule, a larger number of audiences can be brought under ambit of mutual understanding.

  17. December 11, 2013 at 4:39 pm

    These are so very central to creating content without ambiguity. It’s like juxtaposing the outcome of a focused mind and a creative energy that results in perfection.

  18. Rahul Matthew
    November 27, 2013 at 7:38 pm

    Creative writing is important as it gives the brand a dash of colour to an otherwise normal brand.Nothing too fancy but simple so it can be taken by people who notice it.

  19. R Pavan Kumar
    November 25, 2013 at 5:22 am

    It is indeed a huge challenge to communicate the right message in right tone to the right customer in right time.

    In fact now-a-days I see an explicit intimation by clients informing suppliers not to include their routine marketing content in the proposals, they ask for straight forward answers and how can a supplier add value to the organization.

    There is a fine-line between selling and over selling, a person who understands this will not be just a sales man trying to push the product, but will be a true partner in whom a client can trust.

  20. jyothi
    November 24, 2013 at 3:15 pm

    Thanks Ruchi, and Akansha, for stopping by.
    I am glad you agree on language and transparency aspects. Creativity on the wings of imagination is great in building aspirational values, while earning customer trust is crucial in building brand credibility.

  21. Ruchi Kumari
    November 23, 2013 at 5:18 pm

    creative writing is important in any company advertising be it for sales or informative site.People tend to go by what they see is written.The content for any site can either attract users or drive them away.A very nice point was made that creative writing sustains on language ,focus and transparency.It is these three aspects that can build confidence for brand.It not only tells what the brand is all about but also offers solutions forproblems

  22. Akansha
    October 3, 2013 at 5:08 pm

    Creative writing is considered as something that is out of the box, never heard or read, but I believe a known fact can also be depicted creatively with the right choice of words. And these days, while thinking out of the box, most people often ignore these basic yet vital ingredients of a successful communication. As you mentioned, Grammar and punctuation hold the maximum weight in defining a sentence while transparency should be more stressed on by all the content developers as it describes the goodwill that you would create in the minds of your audience.

  23. September 25, 2013 at 12:20 pm

    Beautiful insights on creative writing related to Brand management. Love this part – “While language can be trained, focus is an internal discipline to be cultivated and transparency is the moral courage derived from what you believe in.” Some examples on ‘Cultural contexts’ could be useful.

    1. jyothi
      October 1, 2013 at 10:02 am

      Thanks Sutapa for taking the time to read.
      It’s good to know you agree on the many points discussed here.

      By cultural contexts, I mean that words can be interpreted differently.
      For example, in several countries a ‘no’ is a no, and an yes’ is an yes, but in India it could mean both! ‘Yes, I will surely come’, he will say and you will be left wondering will he or, won’t he.

      You need to judge words according to their context. A ‘green prosperity’ can mean different in UAE and in USA. Since, the color of prosperity changes with location, just have to be cautious, it’s best to write in business neutral.
      I hope I have cleared your doubts.

      Thanks for dropping by.

  24. Soumyaraj Das
    September 12, 2013 at 10:33 am

    After reading and learning this, I want to say that writing is never CREATIVE unless we maintain this 3- language, focus, transparency. And of which,I felt the most important is building trust and not misleading the visitors ie transparency

    1. jyothi
      November 24, 2013 at 3:21 pm

      You are so right Soumya about not misleading visitors with false information.
      Glad you stopped by