How can you use creative problem solving to build a consistent brand narrative?

Clearly defining your brand problem is hard when you try to rationalise your problems - and when you are trying to get clarity by yourself. CPS (Creative Problem Solving) is an approach that allows you to tap into your creative mind. By using CPS techniques, you activate your subconscious mind and can access ideas and make connections that you won't make rationally. Without going into too many techniques - try to start with brainstorming by setting yourself a timeframe of 10-15 minutes and the write down everything that comes to your mind and that you even slightly perceive as problematic. Everything goes - no judgment allowed! You can collect those ideas in a document or use a mind map. Mind maps are great for collecting thoughts.

CPS works so well because you go wide (collecting details & thoughts) and then narrow down repetitively and using different techniques that work best at each phase of the process. When exploring your brand context, I recommend that you expand your mind map from the initial stage and add as many branches to it as necessary. Use data that you have collected, customer feedback, market research, social listening... Then double back and explore your brand as it is. Review all your brand statements (mission, vision, values, purpose, USP, value proposition etc.) as well as your brand personality, stories, voice, positioning etc. Is everything up to date, aligned, & congruent? If not, explore each section & get clarity about where you stand.

Just to be clear - you can use CPS techniques throughout the whole process! Instead of trying to define your brand personality out of thin air, read up on brand archetypes and use those as a starting point. Brand archetypes are like a personality test for your brand. They give you a framework to work with and help you find a comprehensive brand personality that allows you to understand who you are as a brand and to show up with confidence. Brand archetypes are based on extensive research and allow you to create a "human" brand feeling that your audience finds easier to connect with. It also helps you to define a clear strategy on how to show up on-brand at every touch point.

When selecting your brand archetypes, you will find that you resonate with probably 3-4 different ones. Try to narrow it down to 1 core archetype and one secondary archetype for further differentiation. Trust your gut and talk with your audience. I recommend running a survey (with multiple-choice questions) and asking your audience how they see you and what they value most. Make sure to ONLY ask your target audience for feedback! Talk through your brand with 2-3 people who know you and your business. That could be a previous client, peer, or business connection. And always trust your gut! Be the brand that resonates deeply with you. If you feel that you can't find a place where you fit - then create one!

When you explored your brand, you evaluated all your brand assets (brand statements, stories, voice etc.). Review once more and edit where necessary. It is also important to define and write your origin and brand stories. These tie into your purpose and are essential for connecting with the right audience. Share your stories repeatedly, allowing them to evolve until you feel that they are on point. It is important that your narrative is congruent with who you are but also aligned with your audience so that they can relate to the stories you are telling. You want your audience to be able to imagine themselves as the heroes of your stories. With your stories, you allow them to imagine the possibilities that are open to them.

While consistency across all touchpoints is important, remember that different platforms offer various strengths and weaknesses. A 30-second TV commercial will convey your narrative differently than a long-form blog post. Use creative problem-solving to adapt your story for various mediums while maintaining a coherent and consistent message.

Let's take the example of Nike to understand this better. The position Nike wants to maintain is that they empower athletes to achieve their goals. The MADC approach is a great way to achieve this: - Monitoring brand narrative performance through a variety of metrics. - Analysing of competitor brands and how they approach the problem. - Collecting data and altering strategies as needed. - Communicating with customers & stakeholders to gather feedback & build meaningful relationships. A well-crafted narrative can be a powerful storytelling tool that can connect with a brand's audience on an emotional level. In Nike's case, it would resonate with their target audience and inspire them to become better versions of themselves.