I don’t think you can extricate “trying new things” out from the term “creativity”. That being the case, why is it that you find it so challenging when confronted with a problem that needs some creativity?
Try new things.
Creativity shouldn’t scare you. It’s always inviting you. Just like a box of crayons and the walls in the TV room invites your four year old to express herself.
Go ahead, try new things with your brand. It’s scary only because you have forgotten what it means to scribble and doodle with nary a care for the world.
What are you trying today?