Why Smart Firms Sound Stupid: 5 Hard Truths About Branding in Professional Services

Why do so many professional services firms, full of smart, capable people, sound like they’re trying to confuse you?

In this episode, the Good team dives into the five hard truths that explain why professional services branding so often misses the mark. From overcomplicated language to legacy baggage, inside-out thinking to same-same design, we unpack the traps firms fall into and why clarity is braver than complexity.

Expect straight-talking, zero-fluff takes on:

• Why “you can’t express what you haven’t defined”
• How legacy names can become anchors
• What the “we-to-you ratio” reveals about customer focus
• Why looking professional doesn’t mean looking the same
• And how strategy, not design, sets the foundation

Whether you're in B2B tech, law, consultancy, or finance, this one’s for anyone tired of jargon, vague mission statements, and forgettable brands.

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