Bravery in brand design: how fear of failure stops you from greatness
Fear is a funny thing. It can be paralysing, especially in creative work. It makes you second-guess your instincts, pull back on bold ideas, and stick to what feels safe. But fear of failure is the biggest thing standing between you and truly great work. The moment you let fear dictate your design choices, you lose the magic that makes your ideas unique. You shrink from the very thing that could make you stand out.
Different is good (even when it fails)…
Think about it: the brands that resonate with people, the ones we talk about and remember, are always the ones that dared to do something different. But daring means taking risks, and risk comes with the possibility of failure. It’s a natural part of the creative process. Even the big agencies have been there. Think Tropicana’s 2009 rebrand flop cost them millions, and Gap’s logo redesign was scrapped in less than a week due to backlash. But here’s the thing: even those failures kept the brands in conversation. They tried something new, learned from it, and moved forward stronger.
Because playing it safe makes you irrelevant.
The true danger lies in playing it too safe. When you let the fear of failure take control, you end up with work that’s bland, uninspired, and ultimately forgettable. And in today’s ever-evolving world, irrelevance is worse than failure. If you’re not pushing boundaries, experimenting, and questioning the norm, you’re immediately behind. By avoiding risks, you avoid the possibility of greatness.
So, what’s the alternative? Bravery.
Not reckless, unfocused bravery, but a willingness to explore uncharted territory. Being brave in brand design means embracing uncertainty, trusting your instincts, and understanding that failure is part of the process—not the end of it. Failure teaches you more than success ever could. Every misstep is an opportunity to grow, refine your craft, and come back stronger.
The only way to create lasting work that stands out is to lean into the discomfort of the unknown.
Take the risks.
Try the unconventional.
Because the moment you stop risking failure is the moment you stop chasing greatness.
