The key at this point - for me, anyway, obviously others will disagree - is a return to the TOS anthology-esque format and a return to the setting being a blank canvas for any type of high-concept story a writer wants to tell. Nothing from TOS (or the spinoffs) need ever be included, nor should any story feel constrained by what's come before it. It's a model of storytelling that's more or less vanished at this point, but it's where I feel Star Trek's at its best.
OK, so call it something else, use new characters, new aliens etc.
The *only* creative reason to use "Star Trek" is because you want to use the same races, characters and universe that has been shaped over 60 years by 1000 episodes and 14 films.
If you want to start with a blank canvas, that's great. Orville did this, with similar Trek features (warp drive - err sorry "quantum drive",
you can make something tonally the same as TOS (won't be popular), or TNG, or DS9, or whatever, without using the word "Klingon" or "Enterprise".

