Why most branding advice is too shallow to work in the real world
Most brand strategy advice sounds smart until you try to apply it.
“Find your why.” “Tell your story.” “Be authentic.” But when it’s time to design a mark or write your About page, those words rarely help.
This is the gap between thinking like a designer vs. thinking like a strategist. Design without strategy is decoration. But strategy without clarity is noise.
Every Tuesday, I share branding insights to help your business or designs stand out. I’m Nick Eagle, and this is Two Minute Tuesday.
3 Ideas
1. Strategy that doesn’t influence the visuals isn’t strategy—it’s fluff.
If your strategy can’t help you decide between a type-only logo or a custom mark, it’s not strategic enough. The point of strategy is to drive decision-making.
Ask: would someone else design differently based on this strategy? If not, strip it back until it moves the work forward.
2. Most brands don’t need more story—they need sharper structure.
It’s tempting to help a brand feel more human with a story. But story isn’t a substitute for clarity. Instead, define:
What exactly are you offering?
Why is it different or better?
Why should someone care now?
Answer these clearly and the story writes itself.
3. Originality is a by-product of constraint, not creativity.
Trying to be “unique” from a blank page is paralysing. But defining clear rules—brand personality, audience, context—gives your design shape.
Constraints don’t limit creativity. They force it to be useful.
2 Quotes
“Design is the silent ambassador
of your brand.”
—Paul Watzlawick
“The essential part of creativity
is not being afraid to fail.”
—Edwin Land
1 Question
If your visual identity were stripped of all words—just colour, type, and mark—what one message should it still communicate?
That’s all for this week. If you’d like to explore how these ideas could set your business apart, book a call with me!
Have an awesome day,
Talk soon,
Nick Eagle, Creative Director
