Let's talk about something uncomfortable: the branding industry is built on stuff we can't measure.
Think about it. You pay $100K for a rebrand. Your leads go up. Sales improve. But was it the new logo? The website? Your new sales hire? The market conditions?
No one knows. And that's where it gets messy.
Here are 13 uncomfortable truths about branding that agencies won't admit.
1. You Can't Fix a Broken Company with Branding
While fresh branding can attract attention and generate leads, it's not a transformation tool. Think of branding like packaging - it can make a product more appealing, but it can't change what's inside. Companies often use rebranding to avoid facing deeper operational, product, or team issues that really need addressing.
2. You're Buying a New Identity, Not a New Brand
An agency can give you a new suit (the identity and strategy), but they can't change how you act. I once worked with a company that got beautiful new branding but kept missing deadlines and treating customers poorly. Guess what stuck in people's minds? Not the sexy logo.
3. The Implementation Reality
Gorgeous work. Then what happens? The sales team makes their own PowerPoint templates. Social media posts use random fonts. The website gets updated by different freelancers. Within months, their brand looks like a garage sale. The best strategy falls apart without proper execution. The gap between a beautiful brand presentation and daily implementation is where most companies fail. Success requires systematic implementation across every touchpoint.
4. The Startup Identity Crisis
I've watched startups change their entire visual identity three times in one year. Each pivot cost $50K+. By the end, even their loyal customers were confused. It's like changing your name every few months - how would anyone remember you? Growth requires recognition, and recognition needs consistency. The excuse: Pivot.
5. "We Can Meet Any Deadline" is a Lie
When agencies promise to meet impossible deadlines, they're prioritising revenue over results. Rushing a rebrand ignores the strategic thinking and thorough implementation needed for success. While it might make sense for specific events like acquisitions, fast turnarounds usually lead to shallow work that needs to be redone.
6. The Complexity Tax
Many agencies overcomplicate branding to justify higher fees. They turn straightforward problems into complex frameworks and proprietary processes. Often, the most effective solutions are simpler than the elaborate strategies suggest. This artificial complexity serves the agency's business model more than the client's needs.
7. No Agency Will Tell You Who You Are
No agency should define who you are - they should help you articulate and express your existing identity. The best branding work uncovers and amplifies what's already true about a company. Your vision, values, and culture must come from within, not from external consultants. We ask the questions, to help you define the answers.
8. Smoke, Mirrors, and Jargon
The branding process isn't magical or mysterious - it's a series of strategic decisions and creative executions. Agencies often obscure this reality to seem more valuable, wrapping everything in overly sophisticated language and pretentious jargon to make it appear more complex than it really is. Many agencies are filled with people who prioritize sounding smart over being clear, turning straightforward concepts into convoluted frameworks. In truth, effective branding follows logical steps that can be clearly understood, evaluated, and executed without the unnecessary mystique.
9. Complex Visuals Create Complex Problems
The more complex your visual identity, the harder it becomes to maintain consistency. Without dedicated brand management resources, elaborate systems fall apart in daily use. Simplicity isn't just easier - it's often more effective.
10. ROI Claims Are Made Up
While certain metrics might improve after a rebrand, isolating branding's contribution from other business factors is incredibly difficult. The industry needs more honest conversations about this measurement challenge instead of making unprovable ROI claims.
11. Pretty Brands Don't Fix Bad Strategy
Visual appeal can't compensate for weak market positioning or product-market fit. Companies often focus on aesthetics while ignoring fundamental strategic questions. A beautiful brand can't save a business that hasn't solved basic market and product challenges.
12. Watch Out for Creative Egos
Some creatives prioritize their artistic vision over business objectives. The best branding finds the sweet spot between creative excellence and commercial effectiveness. Every design decision should serve the company's goals rather than the agency's portfolio.
13. Team Size Truth
Large agency teams often include redundant roles that inflate costs without adding value. A small, focused team can often deliver better results more efficiently. The key is having the right expertise, not the most people.
The conclusion
Branding matters. Good design, clear messaging, and consistent execution help businesses grow. But it's one tool among many.
Smart companies know this. They:
→ Keep designs simple and functional
→ Focus on customer experience first
→ Build brands that support their business, not the agency's portfolio
→ Stay consistent instead of chasing trends
The rest? They chase shiny objects, waste money on complexity, and wonder why their fancy rebrand didn't transform their business overnight.
Want to do branding right?
Start with your product, operations, and customer experience. Get those working. Then use branding to amplify what's already good.
But most agencies won't tell you that.
It's bad for business.