How can you think outside the box as a brand strategist?

Thinking outside the box in branding means coming up with unique and unexpected ideas. For example, when Apple introduced the iPod, they didn't just sell a music player; they created a whole new way to experience and buy music through the iTunes store. They thought beyond the typical boundaries of the tech and music industries. Another example is Airbnb, which changed the way people think about travel and accommodations by letting individuals rent out their homes to travelers. Instead of traditional hotels, they offered a more personalized and unique experience, thinking differently about how people can connect when they travel. These companies thought creatively, and it paid off in big ways by setting them apart from their competitors.

The goal must be clear. Is the brand aiming to create awareness or to increase engagement or to communicate the brand vision? The start point is always to go through the data, on current consumers, lapsed consumers and prospects.

The Art of Play is a fundamental ingredient to innovation. We lose this ability as we get older through the process of rigidity of schools, courses and programs that teach us process. Or, rather one can say that it is taught out of us... Being playful unlocks untapped ideas, energy & ultimately innovation. There is a collaborative approach to play thinking that requires listening, flexibility, & improvisation. Creatives thinkers understand and value this at their core, which is sometimes thought of as unproductive - but in reality, it is a means and approach to anchor the impossible to the possible. I have conduced workshops at every level of an organization, and the truth is, the ones that incorporate the art of play, ultimately succeed.

Here's my take on thinking outside the box as a brand strategist: Embrace Playfulness: Fostering an environment of experimentation through humor and storytelling breaks down creative barriers, sparking innovation. Expand Creativity with Metaphors: Use metaphors to create a deeper, emotional connection with your audience, transforming your brand into a metaphorical journey. Dare to Prototype: Visualize ideas tangibly; prototyping bridges the gap between ideation and execution, ensuring smoother transitions from concept to reality. Cross-Pollinate Ideas: Collaboration is key. Bring together diverse perspectives for a fusion of unique ideas, amplifying creativity within your team.

Hot take: I’m a writer by trade, but it was during the years I spent as a broke waitress that I learned all about flexibility. It takes an insane amount of patience, grit and adaptability to function in those types of high-stress situations. It wouldn’t be until about 5 years into my actual career that I’d recognize just how much I took away from those experiences. The pressure that transpires from both learning and failing in real-time is what builds true resilience. And you can leverage this foundational attribute in just about any field – especially brand strategy. Flexibility is all about keeping an open mind, pivoting strategically, mastering adaptation, and leaning on those around you to level out the playing field when it gets rocky.

Flexibility in your job means you might be planning a pink, glittery Barbie campaign one day, and the next, you're in a serious meeting, plotting a strategy for a tech company. That's just how it goes, and it's perfectly fine. Being able to switch between different types of projects and adapt to new situations is exactly what makes you good at your job. It's like having a toolbox where you've got a tool for every task – whether it's for tightening a tiny screw on a toy or building a complex machine. The trick is to learn as you go, pick up new tools along the way, and always be ready for the next task at hand.

Time management. Effectively managing your time can provide the structure and space needed for creative thinking. By allocating dedicated time for brainstorming, exploring new concepts, and experimenting with ideas, you can enhance your creative productivity. Additionally, setting aside moments for reflection and relaxation can allow your mind to make unexpected connections and generate innovative solutions. Balancing collaboration with well-managed, focused individual time can be a key element in maximizing your creative potential.

My favorite tool is collaboration because it is essential to delegate tasks to effectively manage those you excel at. One brain is good, but three are better.

Be Brave is an important strategy I’ve been exploring. Challenging the norm is an overrated concept but to challenge the leadership team to actually be brave and take action with unique strategies that are uncomfortable (for a while) but make a difference to their business and brand is rewarding.

Culture eats strategy for breakfast, so make sure you know what you are doing fits. Of course, all the creativity, flexibility, and collaboration must align with a solid strategy. Essentially, this is about connecting the dots between creative ideas and business objectives. It's about ensuring that every 'out of the box' idea has a clear path to enhancing brand value or achieving business goals. Another thing I keep seeing is that people confuse what a strategy is versus the tactical part. I use POST to remind me of people (audience), Objectives, strategy and Tactics. Initially, it stood for technology (platform).

Strategists are generally overthinkers. I've found that sometimes out-of-the-box thinking happens when I'm able to get out of my own head. Go out for a walk, not actively think about work, or just sleep over a challenge and see what your brain comes up with the next day. Seek inspiration from out-of-the-box places too. Watch a movie, read a book, talk to someone who has nothing to do with strategy. And then come back to that particular task.

Brand strategists need to understand the humans they're building strategies for (the client) and the humans the strategies are about (The ICP). If a brand strategist doesn't understand the human brain, cognitive biases, the decision-making process, and consumer behaviour, the strategies will be a hit-and-miss.