What To Do When You’re Creatively Stuck
Recently, a friend told me her partner was struggling with a creative block. She mentioned she was going to send him one of my recent articles, but I had to let her know, that article was written for business owners who didn’t know how to create consistent, on-brand content for social media. It wasn’t really about creative blocks.
Still, that conversation stuck with me. Because if you’re in business, especially a creative one, you’ll face this at some point. You’ll hit a wall. You’ll procrastinate. You’ll stare at a blank screen or a half-finished idea, and nothing will come.
After nearly two decades working across brands like Gem, 35mmCo, Brooks Running, Prince Tennis, Helly Hansen, JanSport, the AFL, and launching countless local and global brands, I’ve had plenty of moments like that. And I’ve learnt how to move through them. This post is for you if you’re in that space now.
Creative Blocks Usually Aren’t About a Lack of Creativity
They’re often a sign that something’s off.
You might be out of alignment with your business. You might not be working within a strategy. Or maybe you never had one in place to begin with.
This is where most people go wrong: they expect their creativity to show up and flow freely, without giving it a foundation to work from. But building a brand and building a business is a strategic process. It’s like building a house. You don’t just throw walls up. You start with the groundwork.
Brand Strategy is the Anchor
When you have a clear brand strategy, you’re never truly lost. That strategy becomes your guide. It reminds you why you’re doing what you’re doing. Your vision. Your values. Your voice. When you’re blocked, it brings you back home.
For our studio clients, we build something called a brand bible… a comprehensive document that includes tone of voice, logo usage, digital assets, website styling, layouts, and examples of marketing collateral. Whenever we feel stuck, we refer to it. If you’re designing something new or creating content, this becomes your creative brief.
Still Blocked? Step Into Your Avatar’s World
If the block goes deeper, you’re unsure what direction your business is heading in, you’re repeating the same content, or you can’t come up with new product or service ideas, it usually means you’ve lost connection with your avatar.
Here’s what I do:
I reread the strategy and brand guidelines. Then I close my eyes. I imagine I’m the avatar. I picture where they are, what they’re doing, what they’re wearing, what they’re drinking, who they’re speaking to, what job they do, what their relationship dynamic is like, what their pain points are. I stay in that headspace until I can feel how they feel. That’s when ideas begin to flow again.
Once I’m there, I start brainstorming. Really rough ideas. Then I’ll use tools like ChatGPT to expand and test those ideas. It’s not about AI replacing your creativity (we HATE that!!!!), it’s a tool to move you forward faster. Humans creating for humans will always matter. But it’s okay to use support.
If You’re Blocked, Get Strategic
If you’re stuck on content, like what to post on Instagram or write in an email, it’s often because you’ve lost sight of your purpose. You’ve forgotten your audience. You’re disconnected from the value you offer.
If you’re stuck on a logo or website design, it’s strategy again. Revisit the brand direction. Rebuild your moodboard. Refine until it feels right. If you’re working with a branding agency or branding expert, make sure they’re guiding you through that process with clarity and intention.
A Simple System That Works
At our studio, we take every client through this four-part flow:
- Strategise: Build your foundations. Know your brand, your audience, and your market.
- Visualise: Map the look and feel. Create moodboards that capture the emotional and visual tone.
- Conceptualise: Explore ideas, content, messaging, offers.
- Develop: Design, build, write, and execute with confidence.
Whether you’re creating an e-commerce Shopify website, planning a fashion photography shoot, or developing a brand from scratch, the process is the same.
In Summary
Creative blocks are normal, but they’re also a signal. A signal to pause, realign, and rebuild your connection with your purpose and your people.
You don’t need to wait for inspiration to strike. You just need a system. You need strategy. You need space to reconnect.
Start with your brand strategy. Revisit your avatar. Map your ideas. Then move with intention. That’s how you build a brand that flows … even on the tough days.
— Author: Justine Malone
