The key to creativity and really identifying your voice (brand) for your community is done through the eyes of strategy.
A phrase we use often is “creativity matters A LOT; but strategy matters more.” In order to grow strategically, you must anticipate several moves in advance.
If an organization desires to truly exceed their vision and reach their goals, they must do so with uniqueness and originality. But to do so without an explicit strategy is like driving a car across the country while you’re blindfolded. If you’re lucky, you may end up at your destination, but you will have expended a lot of time, energy, and resources that you never intended to spend. In order to succeed and attain sustainable growth, you must have creativity within an umbrella of strategic thinking.