OPINION: Alex Frech on why creativity can help in a downturn

Creativity is by no means the solution to the economic downturn. However, it cannot be underestimated. This is the time to make a stand and think "outside of the box".

By focusing on your brand and its perception, you can address any identity issues you have, ultimately raising your game against your competitors. By thinking laterally, money can be saved and new contracts can still be won.

A great example of this can be seen with BarclayCard's recent £1.5m re-branding investment, proving that well-established organisations understand the value of fresh, innovative design when it comes to maintaining a strong and competitive brand in a turbulent market place.

Creative design does not just have to be for businesses with multi-million pound budgets. It can be obtained by anyone with vision.

Black and Ginger has been planning ahead, and, with the intention of leading by example, have recently re-launched the company after a complete strategic re-brand. We wanted the re-brand to reflect the new direction of B&G. As well as showcasing our work, we see a real importance in opening doors to complementary businesses and ideas.

Society would like to believe that choosing a business is all about quality and service, but is that true? How guilty are we of disregarding a website for looking cheap and unprofessional, no matter what the quality of their product or service? We are all guilty for judging a book by its cover.

Re-branding does not necessarily mean a new logo. In essence it's about re-opening doors to existing and new markets. By challenging perceptions, businesses can reach new heights without necessarily breaking the bank.

ALEX FRECH is director of Black and Ginger, in Liverpool.