5 ideas for finding the unexpected angle with your brand messaging
Some topics are well covered. So much so that delivering a truly fresh, engaging point of view on them can feel like an insurmountable challenge. You fear that you’ll end up sounding like every other blog.
Do you simply abandon these topics? No. There is a reason why so many have written posts about them. They are essential topics that have proven appeal. To make your take on these topics irresistible, you need to find the unexpected angle. This means taking a familiar concept and twisting it, flipping it, or illuminating it from an entirely new and unconsidered perspective. The goal is to pique curiosity, dismantle assumptions, and make your audience lean in, thinking, "I never considered it from that perspective!"
Here are five ways to infuse a fresh perspective even on the most well-trodden paths:
1. Challenge the conventional wisdom
Every common topic comes laden with widely accepted truths, often repeated without much critical thought. Your first and most powerful step is to question these established norms. Don't just present an alternative. Present a compelling, evidence-backed counter-narrative.
Let’s look at an example of networking. A typical angle might read, "Networking is essential for career growth." (A statement no one would argue with, but also one that elicits a yawn.) Instead, try, "Why 'networking' as you know it is dead – and what's truly building successful careers today." This challenges the traditional, often transactional view of networking, perhaps by discussing authentic relationship building, community contribution, or skill development as more potent drivers than simply collecting business cards.
Here’s another illustration. A common thesis might read, "You need to be on every social media platform to succeed." (A typical mantra that can overwhelm businesses.) Rather than writing that post, consider "The strategic power of social media abstinence: why doing less can achieve more." This might explore the benefits of focusing deeply on one or two platforms where your audience truly resides, rather than spreading resources thin across many, leading to higher-quality engagement and ROI.
By presenting a well-reasoned counter-narrative, you immediately grab attention and invite deeper, more critical engagement, positioning your brand as a thought leader willing to challenge the status quo.
2. Zoom in on a micro-niche or specific detail
Broad, sweeping topics can be overwhelming and generic. Instead of covering everything, pick one tiny, often overlooked facet, and then magnify it. Explore its intricacies, its subtle impacts, or its surprising significance.
A typical topic would be, "The importance of user experience (UX) in web design." (A crucial idea, but often covered generically.) Imagine a post zooming in on a detail like, "The psychological impact of a perfectly placed loading spinner on user retention." This zeroes in on an incredibly small, often ignored detail – the design and animation of a loading indicator – and delves into its disproportionate psychological effect on users' patience and perception of speed. It makes the concept of UX tangible and fascinating.
This micro-focus makes your content feel incredibly specialized, deeply insightful, and far less generic, demonstrating a mastery of your subject matter.
3. Shift the perspective: Who else is involved?
Most common topics are discussed from a predictable perspective – that of the business owner, the customer, or the CEO. What happens when you shift that lens?
"How to attract top talent to your company" is a typical take, usually from a hiring manager's perspective. Imagine changing it to, "The secret interview questions top talent asks you – and what they reveal about your company culture." This flips the script, putting the candidate in the power position and forcing companies to consider how highly sought-after individuals perceive them.
Introducing new voices or perspectives adds layers of richness and often uncovers unseen problems, surprising insights, or previously unconsidered opportunities.
4. Connect to an unrelated (or seemingly unrelated) field
Draw unexpected parallels or find guiding principles from a completely different domain and apply them to a tired topic.
Consider the topic of sales techniques. An unexpected angle might sound like this: "What deep-sea divers can teach you about navigating the complex depths of a sales negotiation." This could utilize the analogy of diving equipment, preparation, and managing pressure in an extreme environment to illustrate principles such as active listening, preparedness, and emotional regulation in high-stakes sales scenarios.
Here is another. Take the topic of brand storytelling. An unexpected angle could be, "The neuroscience of magic tricks: How misdirection and reveal can make your brand narrative unforgettable." This draws a direct link between the cognitive processes exploited by magicians – attention, expectation, surprise – and applies them to how brands can construct compelling, memorable narratives that captivate an audience.
This approach is inherently memorable and often leads to truly unique insights that would never emerge through conventional brainstorming, positioning your brand as innovative and intellectually curious.
5. Add a "what if" or "future-gazing" element
Take a tired topic and project it into a hypothetical future, explore a radical "what if" scenario, or consider its implications under drastically altered circumstances. This creates a sense of intrigue and often highlights current vulnerabilities or future opportunities.
Let’s examine the title, "The future of remote work." It often involves an examination of tools and trends. Instead, fashion a ‘what if’ statement like, "What if every company went fully decentralized and autonomous next year? The unforeseen challenges and breakthroughs." This pushes the existing trend to its logical extreme, forcing a deeper exploration of fundamental organizational structures, leadership models, and cultural shifts.
Another example is a topic like "Strategies for effective leadership" (a broad topic often covered in "dos and don'ts"). Again, imagine changing it up to something like "If AI became your chief executive, what would the first 90 days of leadership look like for your human employees?" This uses a futuristic, speculative premise to explore fundamental questions about trust, human-AI collaboration, decision-making, and the evolving role of human leadership.
This approach not only creates a sense of urgency and curiosity but also positions your brand as a forward-thinking entity, always contemplating the cutting edge and preparing for what's next.
Finding your next unexpected angle
The next time you’re feeling the familiar dread of tackling yet another well-worn subject, ask yourself these questions:
What's the absolute opposite of what everyone else is proclaiming?
What tiny, seemingly insignificant detail is consistently being overlooked?
Whose voice or perspective is conspicuously absent from the conversation?
What seemingly unrelated discipline or hobby could offer a fresh analogy?
How might this topic be completely transformed in a world fifty years from now?
By deliberately seeking out the unexpected, you'll transform content that once felt like a chore into captivating conversations. You'll make your brand messaging not just relevant, but genuinely unforgettable.