When we see problems, many of us need to get answers in complex processes. Somehow, unconsciously we prefer that method; to deliver a solution in complicated ways. Some might have excuses such as, "because everything needs to be considered meticulously." Because there are many factors out there. Because there are so many possibilities to be included in the variables.

This situation can drive us to the point where we forget the essential part of solving the problem. The problem itself. We fail to see the urgency; we end up circling our own complex thoughts. We feel responsible to answer every question raised from the problem, but fail to find the most important question.

And if you think I am circling around by repeating similar things over and over again... Well, that's how it feels when we fail to address the essentials.

Is it not okay to have complex thinking?

The answer is yes, it is okay. But it can become a hindrance when we turn the complexity into an unnecessarily complicated process.

Complexity is what our brand strategists face every time we start to define the identity concept of a brand. Creating brand identity, of course, is not the same as solving a problem but quite similar. We have a set of questions to be answered in order to find the right brand voices and senses that will form a solid identity.

"The thing is...the process is not about ignoring your complex thoughts. It's about mapping possibilities that come into your brain, then putting those into the right channels," one of our brand strategists said, "I think complexity and --to some extent-- complicatedness is necessary for the process in finding brand identity concepts. Those two allow us to brainstorm wildly, to analogize, to connect one thing to another.

"Even though it is good to see things from bird-eye-view, we have to remember why we are here. To help our client create a brand that will grow. Therefore, those wild brainstorming and ideas need to be put in a context which relates to the brand."

Let them communicate

A good answer is an answer understood easily by its audience. If we were throwing questions as a scientist in a peer-to-peer review, we expected to hear the answer in some complicated, technical terms. But in daily life, people want simplicity. They want simple answers to their daily problems. They want something that they can relate to.

Simplifying things is a must for our audience. Here comes the hardest point. How do we simplify brand identity into relatable value? It lays on how we see the communication between the brand and its audience. Let's see from their perspective as if they were human beings.

If you were the audience:

Do you want to get through a complicated process to get your problem solved? Do you want to listen to your complete rambling with a frown on your face?

If you were the brand:

Do you want to get stuck with people that don't align with you? Do you want to give something that people do not like having?

By knowing what the brand's aims are in communication with their audience and vice versa, we will have a better comprehensive, holistic understanding of the identity concepts.

We might get overwhelmed a lil' bit (or a lot?) by the fact there are many options to explore for creating brand identity concepts. We might get lost in our own thoughts ("Definitely," said our brand strategist). But the highlight is: try to simplify our thoughts by learning to befriend with its complicatedness.