In branding, there’s often a rush to smooth the edges, polish the message, and present something flawless to the world. But lets not forget in a sea of product sameness, perfection can be boring.
In crowded markets, brands are increasingly blending into one another with the same refined visuals, the same reassuring taglines, the same polished tone of voice. But what if the thing you’re most tempted to hide is actually the thing your audience will love you for?
As behavioural economist and marketing mega-mind Rory Sutherland puts it: “The opposite of a good idea can also be a good idea.”
This principle is one of the smartest, most underused tools in brand strategy: turning a flaw into a feature.
Case in Point: Guinness
Take Guinness. The process of pouring a pint isn’t quick in fact, it’s noticeably slower than most beers. In a world of super impatient consumers that should be a problem. But Guinness didn’t try to speed things up or hide from it. Instead, they leaned right in.
“Good things come to those who wait.”
With that simple line, Guinness turned a negative into a powerful emotional hook. The slowness of the pour became a moment of anticipation. A sign of craftsmanship. A ritual. And most importantly, a product feature that over the years has become central to their brand storytelling. Guinness understood something many brands miss: imperfection ads character.
Flaws as Features: What This Could Look Like
Most brands have something they’re tempted to apologise for. But reframed, those quirks or imperfections could become the exact thing that makes you memorable.
Here’s some examples of how this works in practice.
Maybe you’re a small business with limited resources?
That doesn’t mean you lack a wealth of expertise, it just means you’re personal, nimble and hands-on. You’re not just another faceless supplier, you’re the founder who replies to emails. The maker who knows their customers by name. That’s not a weakness. It’s a differentiator.
You’re slower than the competition?
Great. Maybe that’s because you you don’t cut corners. You prioritise quality, care, and considered thinking. When everyone else is racing, being slower could be a mark of intention, not inefficiency.
Your product doesn’t look ‘slick’ because you haven’t got a massive branding budget? Maybe that’s why people notice it. While others are playing it safe with minimal beige packaging, yours actually catches the eye. Raw, characterful branding stands out in a world of templated polish.
Flaws Are Where Character Lives
The brands we remember most aren’t the flawless ones. They’re the ones with quirks, tension, personality.
Your ‘flaw’ might be the thing that helps customers connect with you emotionally. Because no one bonds with perfect but they do bond with real.
If you’re sitting on something your business has always tried to fix, soften or brush aside, it might be time to take a second look.
