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What are the most common creative strategy challenges for brands?

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Creative strategy is the process of developing and communicating a clear and compelling vision for your brand, based on your target audience, value proposition, and competitive advantage. It guides your creative choices and helps you stand out from the crowd. However, it is not always easy to create and implement a successful creative strategy. In this article, we will explore some of the most common creative strategy challenges for brands and how to overcome them.

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Kate Terentieva

The Internet's Creative Director? with 1M+ TikTok Likes | Founder, Off The Record | Fractional Head of Creative

1 Lack of clarity

One of the biggest challenges for creative strategy is lack of clarity. This can happen when you don't have a clear understanding of your brand identity, your target audience, your value proposition, or your goals. Without clarity, you risk creating inconsistent, confusing, or irrelevant messages that fail to connect with your audience or achieve your objectives. To avoid this, you need to do your research, define your brand purpose, vision, values, and personality, identify your ideal customer persona and their needs, wants, and pain points, and set SMART (specific, measurable, achievable, relevant, and time-bound) goals for your creative strategy.

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Gavin Maloney

Home Developer
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First. Understand what a strategy is? Sounds weird, but educate yourself on what it really is? Then begin creating your own. Break down your strategy into bite sized chunks that make sense to you, so that you can cover a fair bit of ground without getting overwhelmed. Refine. Refine again. Challenge it and yourself. By refining a ton, you will automatically keep it really simple. Simplicity and clarity should be your priority. In the end, if you’re honest with yourself and find your strategy even just a bit complex, imagine how confused your audience will feel. Most importantly, have fun and don’t take anything seriously. Gavin.

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2 Lack of differentiation

Another common challenge for creative strategy is lack of differentiation. This can happen when you don't have a unique selling proposition (USP) or a distinctive brand voice that sets you apart from your competitors. Without differentiation, you risk creating generic, bland, or copycat messages that fail to capture your audience's attention or loyalty. To avoid this, you need to find your niche, your point of difference, and your competitive edge. You need to communicate your value proposition clearly and consistently, and use a tone of voice that reflects your brand personality and resonates with your audience.

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Kate Terentieva

The Internet's Creative Director? with 1M+ TikTok Likes | Founder, Off The Record | Fractional Head of Creative
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A huuuuuuuuge problem I've seen, especially with pandemic-born brands, is difficulty adjusting to the post-pandemic market and evolving with their audience in a way that still aligns with the brand's North Star. For instance, I spoke with a shoe brand, who started by solving a niche problem the founder was experiencing herself (aka finding the perfect nude pump shoe). Then, post-pandemic, they completely abandoned that mission and started making other styles, other colors. This in turn made them like every other shoe brand and the founder would rather sell to a conglomerate than figure out how to navigate the marketing to continue differentiating further.

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3 Lack of innovation

A third common challenge for creative strategy is lack of innovation. This can happen when you don't have a creative process that fosters new ideas, experiments, and feedback. Without innovation, you risk creating stale, boring, or outdated messages that fail to engage your audience or adapt to changing market conditions. To avoid this, you need to embrace a growth mindset, a culture of curiosity, and a willingness to learn and improve. You need to use various tools and techniques to generate and test ideas, such as brainstorming, mind mapping, prototyping, and A/B testing. You also need to seek and act on feedback from your audience, your team, and your stakeholders.

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4 Lack of alignment

A fourth common challenge for creative strategy is lack of alignment. This can happen when you don't have a shared vision, a common language, or a consistent execution across your brand touchpoints. Without alignment, you risk creating conflicting, confusing, or contradictory messages that dilute your brand identity and credibility. To avoid this, you need to create and document your brand guidelines, your creative briefs, and your content calendars. You need to communicate and collaborate with your internal and external partners, such as your designers, writers, developers, and agencies. You also need to monitor and measure your creative performance and impact, and adjust your strategy accordingly.

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5 Lack of resources

A fifth common challenge for creative strategy is lack of resources. This can happen when you don't have enough time, money, people, or tools to execute your creative vision. Without resources, you risk creating low-quality, ineffective, or incomplete messages that fail to meet your standards or expectations. To avoid this, you need to plan and prioritize your creative projects, tasks, and deliverables. You need to allocate and manage your budget, your team, and your tools wisely and efficiently. You also need to outsource, delegate, or automate some of your creative activities, and leverage your existing assets and resources.

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Kate Terentieva

The Internet's Creative Director? with 1M+ TikTok Likes | Founder, Off The Record | Fractional Head of Creative
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Even with an abundance of resources (especially outside capital), we see less founders utilizing this to hire strategy help. Instead, they'll invest the funds into a flashy commercial or hire a social media specialist, but don't often take the time to invest into creative strategy until it's too late (i.e. the flashy commercial didn't bring an ROI or the social media specialist was hired for the wrong channel).

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most common creative strategy challenges for brands?

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2

3

4

5

6

1 Lack of clarity

2 Lack of differentiation

3 Lack of innovation

4 Lack of alignment

5 Lack of resources

6 Here’s what else to consider

Brand Development

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What are the most common creative strategy challenges for brands?

1

2

3

4

5

6

1 Lack of clarity

2 Lack of differentiation

3 Lack of innovation

4 Lack of alignment

5 Lack of resources

6 Here’s what else to consider

Brand Development

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