Maintaining an enduring Corporate Image without stifling Creativity

Imagine standing at the top of the Eiffel Tower, looking out over Paris. This isn’t just a monument; it’s a symbol of France, a landmark of Paris, and a masterpiece of engineering. Gustave Eiffel faced many challenges when he built his iron tower for the 1889 World’s Fair: critics, competitors, and controversies. He had to convince the public that his tower was not an eyesore but a marvel of modernity. He marketed his tower as a showcase of French excellence, innovation, and culture.

Many people initially hated the Eiffel Tower, calling it an ugly and useless metal monster. How did it then transform from a controversial project to a beloved monument that attracts millions of visitors every year? The answer lies in the power of branding.

The Eiffel Tower is more than a physical structure. It’s a cultural and emotional symbol that represents French values, identity, and history. It communicates a strong message to its audience, whether they are locals, tourists, or media. It has adapted to changing times and trends while maintaining its core essence. It is, in short, a successful example of corporate branding.

Corporate branding centers on the idea of creating a recognizable and consistent image. If you delve into the literature on corporate image, you’ll find that the word “consistency” is frequently used to explain how to create an enduring corporate image. However, this presents the challenge to which Ralph Waldo Emerson referred when he wrote the following in his essay called Self-Reliance from 1841: “A foolish consistency is the hobgoblin of little minds […] With consistency, a great soul has simply nothing to do. He may as well concern himself with his shadow on the wall.” I don’t want to get into a philosophical discussion here. But if consistency is a delusion or a shadow on a wall, are organizations risking stifling creativity in their efforts to maintain a “consistent” corporate image?

In my experience, I have seen how adamant experienced marketing experts can be in their efforts to rigidly maintain a corporate image, sacrificing the little creativity that is left in their marketing departments. There is no doubt that consistency offers many advantages because it enhances customer recognition and reinforces brand identity. Some examples of successful consistent corporate brands are Apple, Coca-Cola, Nike, and others. These brands have established a strong and distinctive image that is recognizable and consistent across their products, services, communications, logos, and slogans.

Consistency has its benefits, but it also has its drawbacks. It can stifle innovation and adaptation, reduce differentiation and uniqueness. Emerson’s famous quote warns us that consistency can hinder creativity and progress, especially if we follow it blindly and rigidly. Of course, it is very difficult to find the right balance between creativity in marketing campaigns and the need to maintain a recognizable corporate image. But the latter should not make us boring and insipid. How else can a brand spark curiosity and attract potential customers? Many organizations have sacrificed their ability to stimulate their target audiences intellectually and emotionally in the name of consistency. Uninspiring marketing campaigns dominate the media landscape. This may explain why corporations rely on external marketing agencies when they want to launch a creative campaign. Their marketing departments have become so accustomed to business as usual that they cannot see beyond a “consistent” corporate image that has smothered their creative spark.

I don’t mean to generalize. There are many good examples of successful creative corporate brands like Google, Lego, and IKEA, which have been able to forge a recognizable brand without sacrificing creativity in their message. These brands have demonstrated their ability to convey original ideas to their customers and stakeholders. This can be compared to what has happened with the Eiffel Tower. La Dame de Fer has become much more than a mere structure. It has evolved into a symbol. But this transformation has required a great deal of adaptation. For instance, the Eiffel Tower has changed colors over the years, adapting to ever-shifting public perception. This year it is getting a more golden hue due to the Olympic Games.

I’m well aware that too much creativity in marketing could confuse or alienate customers. It could also dilute or contradict brand identity and message. Creativity can be risky and unpredictable, especially if it is not aligned with the brand's values, mission, and personality. Therefore, finding the right balance between consistency and creativity in corporate branding is no walk in the park.

My purpose with this article is to highlight the fact that maintaining an enduring corporate image should not be a static and boring process, but rather a continuous and dynamic one. To achieve the optimal balance between creativity and consistency, businesses need to conduct regular market research and listen to the feedback from their customers and stakeholders. It is important to establish clear brand guidelines, but they should also be flexible enough to nurture the seeds of creativity. Lastly, organizations should not be afraid of experimentation and risk-taking. Fostering a culture of creativity involves supporting and recognizing the employees who come up with new ideas for their corporate branding challenges.

The Iron Lady has not lost its charm or appeal. Although changes in our time shift as fast as the reflection of the tower on the Seine River, the queen of Paris has kept its timeless elegance. Think, for example, of the light shows that captivate millions of spectators every year. It has remained an icon of France, influencing its culture, history, and identity. This is a lesson in maintaining a enduring and memorable image. A lesson that teaches us how to forge a coherent corporate image in an environment where organizations need to renew their brand and resort to creative external communications to capture the attention of potential customers and investors. Like the Eiffel Tower interacts with its audience by lighting up at night, hosting different events, exhibitions, and experiences, organizations should be engaging by providing information, entertainment, and more importantly inspiration.

As Victor Hugo once said, “Change your opinions, keep to your principles; change your leaves, keep intact your roots.” Organizations should be adaptable to change like a tree shedding its leaves, but they should also remain grounded in their foundational values, akin to a tree’s roots. A consistent corporate image should never stifle creativity. Just as the lights of the Eiffel Tower twinkle in the Parisian night, so too should an organization's brand. It should be a beacon of creativity and adaptability. It should be rooted in its core values, yet flexible enough to sway with the winds of change. Let your brand be like the Eiffel Tower - timeless, captivating, and above all, unforgettable. As the lights of the Eiffel Tower illuminate the city of love, let your brand light up the minds and hearts of your target audience.