As a brand entrepreneur, you’ll want to keep your hand in the creative process. You may even come up with breakthrough creative and marketing ideas yourself. As you get involved in creative development, write your ideas out by hand and sketch your visual ideas on paper. With a treasure hunt you are given a treasure map, compass and clues to find your way along the route.
New research demonstrates the hand’s unique relationship to the brain when it comes to composing thoughts and ideas. Handwriting is more powerful than typing in creativity and learning. Writing requires executing sequential strokes to form a letter, whereas keyboarding involves selecting a whole letter by touching a key.
MRI brain studies show that our sequenced finger movements when writing activate brain regions involved in thinking, language, and working memory. Some studies show that people can write more words, write faster, and express more ideas when writing essays by hand than with a keyboard. My process is to write and sketch by hand first, then go to my laptop and type out my ideas. I print out the ideas and words and then edit by hand and doodle on the sides as I flesh out my ideas. I don’t worry about whether an idea makes sense. Drawing pictures can be particularly useful for solving complicated problems that can’t be boiled down into a linear story. Often, a picture is the best way to give everyone the same mental image of a problem.
Experiment with words. Build one idea off another. Doodle with illustrations, even if they’re crude drawings. Try not to filter your ideas too much early in the process. If you’re having trouble, write down all of your ideas on index cards. Every halfway-interesting idea, line, graphic, or image gets its own card. Then spread all the cards on the office floor or paste them on sticky notes on the wall. It’s okay if you have hundreds of cards. Look to see what patterns, visuals, and themes emerge for your brand. Creativity means breaking away from the norm, making simple changes and putting new imagery and attitude to them. It’s using the principles of design to create something that people will love.
Sometimes it’s as simple as connecting things in a new way. When you have the breakthrough look and feel for your brand: It will have a special design, color, and imagery that suggest your brand promise. It will have a distinct attitude and personality that suits your brand. It will have a different user experience than competitors. It will give your brand an irresistible package in the marketplace. It will be timeless and something you can evolve rather than redo over time.