05/05/2026
Hot take: most branding problems aren't complicated.
They're just not being approached with a clear enough direction.
The businesses I see struggling with their brand are rarely doing the wrong things. They're doing too many things, with too many messages, aimed at too many people.
My first piece of advice is always to strip it back. One audience. One clear position. One visual identity that actually reflects the business behind it.
Simple strategy beats complex strategy almost every time. Not because it takes less thought, but because it takes more. It's harder to be clear than it is to be busy.
The best work is in the simplifying, not the adding.
What is one thing you can strip back from your brand, right away... like today?