“I’ll Know It When I See It”: Why That’s a Red Flag in Branding
You’ve probably heard it before.
The dreaded words: “I’ll know it when I see it.”
As a designer, I have to tell you, this phrase is the kiss of death for a smooth branding process. On the surface, it sounds harmless, maybe even collaborative. But really? It means one thing: you don’t actually know who you are as a brand yet.
And that’s okay! Most small businesses and start-ups wrestle with this. But here’s the problem: if you don’t know, and you’re waiting for a designer to just magically “show” you your brand, you’re setting both of us up for frustration.
Why “I’ll Know It When I See It” Doesn’t Work
It’s not a strategy.
Branding isn’t a guessing game, it’s clarity + intention + design. Hoping for a lightning-bolt moment after seeing endless options isn’t clarity, it’s chaos.It puts your designer in the dark.
If you can’t tell me what you want your brand to say, or how you want your customers to feel, I’ll be throwing spaghetti at the wall. And I hate wasting spaghetti.It usually means there’s no foundation.
Logos, colors, and packaging are the expression of your brand, not the definition of it. If the foundation is missing, the design process gets stuck in endless circles.
What to Do Instead
If you’re nodding along thinking, “Yup, that sounds like me,” don’t panic. Here’s the good news: you don’t need to have all the answers, you just need to start asking the right questions.
Who is your customer, really?
What do you want them to feel when they interact with your brand?
How do you want to stand apart from the competition?
If you can answer those, you’ll give your designer something solid to build from. If you can’t answer those yet? I’ve got you.
👉 Check out my blog post on The Design Questions Every Business Should Ask.
👉 Or better yet, grab my free Mini Brand Audit—it’s quick, painless, and will give you clarity on exactly where you stand.
Trust Matters
The other piece of this? Trust.
When you hire a designer, you’re not hiring a pair of hands to “make something pretty.” You’re hiring a professional who knows how to translate your business into a brand identity that resonates with buyers and stands the test of time.
If you catch yourself saying “I’ll know it when I see it”—take a beat. Ask yourself instead: Do I trust this designer to help me find clarity? If the answer is yes, then let’s go deeper, get strategic, and design something that isn’t just a guess—it’s your brand, fully realized.
Because “knowing it when you see it” isn’t a strategy. But knowing yourself as a brand? That’s when the real magic happens.
