Creativity is often misunderstood in business.

It’s frequently treated as decoration—something visual that gets added at the end of a project.

But creativity plays a much deeper role.

In this episode of Closing the Brand Gap, Elizabeth Gunter explores how creativity functions as a strategic tool, not just an aesthetic one.

Creativity is what translates strategy into something people can see, understand, and remember. It shapes perception, communicates value, and influences how a business is experienced before a single conversation even happens.

Using the metaphor of an orchestra, Elizabeth explains how creativity helps bring together the different elements of a business—messaging, identity, marketing, and experience—into something cohesive and meaningful.

When creativity and strategy are aligned, the brand becomes clear, intentional, and memorable.

And when they’re not, the Brand Gap begins to appear.

This episode explores why creativity isn’t separate from strategy—it’s what makes strategy visible.