Make complexity your competitive advantage
In this episode, we’re exploring why complexity in your offer isn’t a problem — it’s actually your edge. Too often, brands oversimplify in the name of clarity, and end up sounding like everyone else. We look at how to keep the nuance without losing your audience, the importance of structured messaging, and why your sophisticated prospects can handle more than you think.
Branding Before Breakfast Ep 212 Make complexity your competitive advantage
Is what you do overly complex or confusing. This is a common challenge faced by many brands, particularly in the B2B space, whose service offering is hard to explain. And so therefore, we see this tendency of them dumbing it down. We see it time and time again with tech companies and consultancies who strip away all the detail in order to simplify what they do.
And it ends up just sounding like everybody else. Really generic and forgettable. Words like trust, transformation, growth, care. We’ve heard it all a million times. What these brands fail to realise is that their complexity isn’t actually their problem, it’s their competitive advantage.
So the trick is to be clear and concise without oversimplifying.
Manage the technical difficulty with as much detail as you can without losing them in the weeds, and it’s a delicate balance. Make sure you have crystal clear brand architecture and a service offering structure so that every solution you provide, every service offering you provide has their own space in your story.
There’s no overlapping, no confusion. Remember, your prospects aren’t stupid. They are sophisticated people with sophisticated problems, and they need to hear and understand exactly how you’re going to help solve those problems.
Written by: Kiri White
Published: June 11, 2025
