Ep. 35 | Creativity Is Overrated: Why Being Strategic Matters More Than Just Being Pretty When It Comes To Your Brand

I grew up surrounded by creative people. My dad paints cars for a living, my aunt dabbled in the arts, and my grandpa would draw pictures for me to color when I was a kid. Creativity was always part of my world.

In high school, I loved my art classes, even though I was never “the best.” But when I took my first graphic design class by chance, something clicked. I realized design wasn’t just about being pretty. It had logic and purpose behind it. There were rules, patterns, and strategy. That combination of creativity and structure made sense to me.

So I decided to major in design. Then I got rejected from the design program at my dream school.

They told me my art portfolio “wasn’t what they were looking for,” and for the first time, I started to wonder if I was actually creative enough to do this for a living.

Spoiler: I was. I just needed to understand that art and design are cousins, not twins.

Or listen on your favorite platform:  Spotify | Apple Podcasts | Amazon Music | YouTube

Understanding the Difference Between Art and Design

Here’s the simplest way to explain it:

Art is about expression. Design is about communication.

Art is subjective. It’s about self-expression, emotion, and interpretation. Its job is to make you feel something.

Design is objective. It has a function, a purpose, and a desired outcome. Its job is to make you take action.

When I design a flyer, my goal isn’t for someone to say, “Wow, what a beautiful flyer.”
My goal is for them to sign up for the event.

When I finally understood that, everything about design made sense.

Why Creativity Needs Strategy in Design

When I didn’t get into that first design program, I thought I wasn’t creative enough. But I’ve learned that I’m not less creative, I’m creative in a different way. I’m creative with purpose.

My creativity comes from solving problems, not painting pictures. I think through how things will function, communicate, and convert. That’s why my approach to design, and my business as a whole, always starts with strategy.

Because while creativity makes things look good, strategy makes them work.

Why More Creativity Doesn’t Always Mean Better Design

In the design world, there’s this “creative genius” stereotype. You know the one: bold, quirky, out-of-the-box, maybe with neon hair and a wild aesthetic. And that’s awesome if your goal is to express yourself.

But as a brand designer, your job isn’t to showcase your creativity.
It’s to bring your client’s creativity and vision to life.

An artist expresses themselves. A designer expresses their client.

That’s a huge difference.

When design becomes about the designer’s personal style instead of the client’s goals, it might look amazing, but it won’t perform. That’s how you end up with a beautiful brand or website that doesn’t convert or communicate clearly.

True creativity in design isn’t about self-expression. It’s about empathy, understanding, and translation, taking someone else’s ideas and turning them into something that communicates effectively.

The Science Behind Strategic Brand Design

Good design combines creativity, strategy, and psychology.

A skilled designer should understand:

• Color psychology: how different colors evoke trust, excitement, or sophistication

• Hierarchy and readability: what information people notice first and how they consume it

• User experience: how someone navigates a website or piece of content

• Marketing fundamentals: how design supports visibility, conversions, and growth

My typography professor used to test this by standing across the room and asking, “Can you still read it?” Because it doesn’t matter how pretty something is if no one can read it or use it.

That’s what makes design so powerful. It’s data-informed creativity.

We start with questions like:

• Who is this for?

• How do we want them to feel?

• What action do we want them to take?

Then we use creativity to execute those answers beautifully.

Design isn’t about random inspiration. It’s about solving problems strategically.

How to Choose the Right Brand Designer for Your Business

If you’re looking for a brand designer, don’t just choose the person with the prettiest portfolio. A beautiful portfolio matters, but effectiveness matters more.

Ask questions like:

• Why did you make these design choices?

• Do you adapt your style for clients or use the same aesthetic for everyone?

• Do you understand strategy, messaging, and conversions?

• Can you connect your design work to client results?

If a designer leads with “This would look really cool,” that’s a red flag. You want the one who leads with “What’s going to work best for your audience?”

Great design starts with the why, not just the what.

Why Strategic Design Always Beats Pretty Design

Your brand isn’t about what you like. It’s about what works.

That’s why I never ask my clients, “What’s your favorite color?” I ask, “What do you want your audience to feel?”

Because if you start with what’s pretty, you’ll get a pretty brand.
If you start with strategy, you’ll get a profitable one.

The best design isn’t just creative. It’s calculated. It’s functional. And it serves a clear purpose.

How Strategic Branding Creates Profitable Results

Good design is where art meets intention.

It should be creative, but it should also be rooted in strategy, psychology, and data.

So next time you’re DIYing your brand or hiring a designer, remember that creativity is the spark, but strategy is the structure that turns that spark into results.

If you’re ready to build a brand that’s not just beautiful but effective, start with a Stand Out Brand Strategy Session. We’ll take all your ideas and turn them into a plan that actually works, and then use that plan to create a custom, strategic brand that helps you grow for years to come.

Because at Specht & Co., we don’t just build pretty brands. We build brands that work.

🔗 Links & Resources Mentioned In The Episode:

➡️ Follow me on Instagram @spechtand.co
➡️ Grab The Stand Out Brand Foundations Workbook
➡️ Book Your Stand Out Brand Strategy Session (use code SFBPOD for $100 off)

🎧 Listen to episode 35 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube