Minimalist Isn’t a Personality: Why Safe Branding Isn’t Selling Sh*t
Every now and then, I’ll walk into a shop and get hit with it - the wall of beige. Don’t get me wrong, minimalism can look gorgeous when it’s done well. But when every brand is whispering the same story, it all starts to feel a bit… forgettable.
If you’re feeling stuck with your brand or wondering if it’s time for a refresh, I’ve written more about it here.
Today though, we’re diving into why "playing it safe" isn’t doing you (or your business) any favours - and how to build something people actually remember.
My design style? Bold. Colourful. Fun.
I can do the clean girl, luxury vibe - but honestly? It feels a bit flat. Minimalism has its place (not here to fully drag it, promise!) But when EVERYTHING looks muted, safe and samey… we’ve got a problem.
Because the thing is: safe branding isn’t memorable.
Minimalism ≠ Personality
Minimalist branding is all about simplicity - neutral colours, white space, clean type. It whispers, "I’m holistic and professional." But when every skincare brand, pilates class and salon is whispering the exact same thing? It just turns into background noise.
It’s everywhere - especially in the beauty industry. Salons are still drowning in blush pink and beige. (Some of them are stunning, yes, but you know exactly the vibe I mean..)
The ones that break the mold? We remember them. We talk about them. Because they dared to be different. Minimalism can work - but only when there’s strategy, personality and a point of view behind it.
A lot of the time though? It’s not about being clear or clever. It’s about being scared.
The Comfort Trap
I do get it. Standing out feels risky. You see what’s working for your competitors and think, "Maybe if I do the same, it’ll work for me too." It’s human nature.
I’ve been there too - especially in my day job, cranking out "me too" products because that’s what the retailers want. Play it safe, make the sale. But when you’re a small business trying to get noticed? You can’t afford to be invisible.
Safe branding is like the person at the party who smiles politely but never says anything interesting. You forget they were even there.
Personality Sells
The brands we remember? They’re the ones that don’t play it safe. They’re the ones that make us laugh, say what we’re thinking, or just look different enough to catch our eye.
Think early Glossier - sure, it was millennial pink, but it was also relatable, fresh, a bit different.
Liquid Death - it’s literally water… but it’s branded like a heavy metal band.
There are always indie businesses popping up with loud colours, cheeky copy and all the confidence. They’re not trying to please everyone. And that’s why they stand out.
How to Add Personality (Without Setting Fire to Everything)
Already built a minimalist brand? Cool. You don’t need to bin it!
Here’s how to add some spark:
Revisit your brand voice - does it sound like a real human?
Inject a bit more honesty, humour, or opinion into your messaging
Add one bold visual element - a pop of colour, a quirky illustration or maybe a tagline that turns heads?
It’s not about being "loud" for the sake of it. It’s about being authentic to your brand.
Final Thoughts
Safe branding might get you polite claps. But it won’t get loyalty. It won’t get shares. And it definitely won’t make people press "buy now."
You didn’t start your business to be forgettable. You started because you had something to say. So say it. Show it. Make it impossible to miss.
Minimalist branding isn’t bad. But it isn’t a personality either. And in a sea of safe and samey?
The boldest thing you can be is unforgettable.
Ready to build a brand that actually feels like you? Let’s work together!
Book a free call and let’s build a brand that makes you obsessed again.
