A few months ago, we were talking to a client about ways they could build more trust online. 

Nothing groundbreaking. Just a conversation about how people research businesses today and what influences their decisions. 

At some point, video came up. Almost immediately, the response was: 

“Yeah, we should probably do more of that.” 

It’s a phrase we’ve heard hundreds of times. Not just from one type of business either. We’ve heard it from all sectors. In fact, we’d go as far as saying that most businesses already know video is important. 

The problem isn’t convincing people of its value. The problem is getting them to actually do it because as soon as the conversation moves from “we should do more video” to “let’s film something”, things start to change. 

Suddenly people become very aware of themselves. They don’t like the sound of their voice. They don’t know what they’d talk about. They’re worried they’ll look awkward. 

They convince themselves they need better equipment, a better office, a better backdrop or a better plan. Before long, the idea gets parked for another six months. 

What’s always interesting is that these are often the same people who have no problem speaking to clients, presenting in meetings or attending networking events. 

Put them in a room with ten strangers and they’ll happily talk about their business for an hour. Put a camera in front of them and it becomes a completely different experience. 

Part of the issue, we think, is that people assume business video needs to be something it’s not. They picture polished adverts, expensive productions and perfectly scripted presenters. 

They compare themselves to people who have spent years creating content and wonder why they don’t look as comfortable. What they forget is that most customers aren’t expecting a television presenter. They’re looking for reassurance. 

When somebody lands on your website or social media for the first time, they’re usually trying to answer a few simple questions. Do these people know what they’re talking about? Can they help me? Would I actually want to work with them? 

Video happens to answer those questions incredibly well. Not because it’s polished. Not because it’s cinematic. Because it’s human. 

Think about the last time you bought something significant. A service, a supplier, a contractor, an agency, whatever it might have been. 

There’s a good chance you looked beyond the website. You might have checked LinkedIn. You might have watched a video. You might have looked at the people behind the business. 

You were trying to get a feel for who they were. That’s what video gives people. It closes the gap between a business and the people behind it. 

It allows potential customers to build familiarity before they’ve ever picked up the phone. And familiarity is a powerful thing. Most of us prefer doing business with people we feel we know. That’s not a new concept. It’s human nature. 

The irony is that the videos businesses worry about most are often the videos customers respond to best. Not the highly polished brand films. Not the perfectly rehearsed presentations. The genuine ones. The quick explanation from a director. The behind-the-scenes clip from a project. The team member sharing their expertise. The short video answering a question customers ask all the time. The things that feel real. 

Perhaps that’s because perfection has become less important. 

We’re all consuming so much content now that we’ve become quite good at spotting authenticity. People don’t expect you to be flawless. They expect you to be credible. There’s a difference. 

Of course, not every business owner wants to become the face of a content strategy, and that’s absolutely fine. Video isn’t just about standing in front of a camera talking. Some businesses are far better suited to showing their work, documenting projects, capturing events, sharing customer stories or using animation to explain complex ideas. 

The format matters far less than the principle behind it. People trust what they can see. Which is why video continues to be one of the most effective ways to build confidence, answer questions and reduce uncertainty. 

And perhaps that’s the real reason businesses should be thinking about it. Not because it’s trendy. Not because social media platforms favour it. Not because everyone says they should. But because it helps people make decisions. 

The businesses getting the most value from video aren’t necessarily the most confident, the most creative or the most comfortable on camera. They’re usually the ones who stopped waiting until they felt ready and simply started. 

Most of the time, that’s the only difference. 

Most organisations know when their website looks outdated. 

Fewer know when it has stopped working strategically. 

A website can be technically sound, visually polished, and still quietly underperform. Not because of design quality, but because it no longer supports how the business operates today. 

What “Not Working” Usually Looks Like 

A website that isn’t doing its job often shows up as: 

• Low-quality enquiries 
• Visitors not understanding what you do 
• Long conversations to explain your value
• Content that feels disconnected or unclear
• Teams avoiding sending people to the site

These are rarely design problems in isolation. 

The Role of a Website Has Changed 

Websites are no longer just: 

• Digital brochures
• Portfolios
• Places to host information

For most organisations, a website now needs to: 

• Clarify positioning
• Support sales conversations
• Qualify enquiries
• Reinforce credibility
• Align with wider marketing activity

When the site doesn’t do these things, friction appears everywhere else. 

Why Website Projects Often Miss the Mark 

Common reasons include: 

• Unclear objectives
• Trying to please everyone
• Prioritising aesthetics over clarity
• Treating content as an afterthought
• Rebuilding the site without revisiting messaging

The result is a website that looks better but behaves the same. 

What a Strategic Website Focuses On 

Before design, the right questions are: 

• Who is this site primarily for?
• What should visitors understand in seconds?
• What action do we want them to take?
• What needs to be removed, not added?

Clarity here reduces complexity everywhere else. 

When It’s Time to Rethink Your Website 

A strategic rethink is usually needed when: 

• Your business has evolved but the site hasn’t
• You’re attracting the wrong type of enquiry
• Marketing activity feels disconnected from the site
• Teams interpret the site differently
• Updates feel risky or painful

At this point, improving performance isn’t about small tweaks, it’s about realignment. 

A website doesn’t need to do everything. It needs to do the right things well. 

When your website is clear, confident and aligned, it becomes a quiet but powerful asset. Supporting marketing, sales and growth without constant intervention. 

University of Leicester has appointed Creative62 co-founder Mark Robinson as an Entrepreneur in Residence, strengthening the connection between ambitious students and the realities of modern brand-building.

For us at Creative62, this isn’t just a title. It’s a natural extension of what we believe great branding should do: connect ideas with impact.

Bridging Academia and Real-World Brand Experience

Over the past year, Mark has contributed to guest lectures, live briefs and marketing programme projects within the University’s School of Business. His appointment formally recognises the impact of bringing agency-side thinking directly into the classroom.

At Creative62, we’ve always believed students benefit most when academic insight is paired with live commercial experience. The challenges, constraints and creative tensions that shape real brands in real markets.

Mark’s role will allow:

• One-to-one mentoring with aspiring founders
• Feedback on early-stage business ideas
• Support for enterprise projects inside and outside the curriculum
• Greater collaboration between local businesses and the University

This reflects something we’ve long championed: stronger on- and off-campus commercial relationships.

Why This Matters to Creative62

Creative62 was built on the belief that bold thinking and commercial clarity should go hand in hand. Supporting the next generation of entrepreneurs is part of that responsibility.

Leicester has an incredibly diverse and ambitious business community. Through this role, alongside Mark’s work with organisations such as Leicestershire Business Voice and the Blaby Business Board. We’re continuing our commitment to strengthening the regional economy and nurturing future talent.

When students understand branding not just as aesthetics, but as positioning, differentiation and long-term value creation, they build stronger ventures from day one.

A Shared Vision for the Future of Education

Mark said:

“The next phase of education is about developing much stronger on- and off-campus commercial relationships, places where academic knowledge blends with real-world commercial experience and insight. The University of Leicester is leading the way with its Entrepreneur in Residence Network. It’s a privilege to be involved, and I’m excited to see what we can achieve together.”

From our perspective, this partnership represents something bigger: a shift in how universities and agencies collaborate to shape future business leaders.

We’re proud to see Creative62 thinking represented at this level and even more excited to support the ideas that will emerge from it.

(Before You Invest in Design, Campaigns or a Rebrand) 

When brand performance dips, the instinct is often to act quickly. 

A new campaign. A refreshed website. Updated visuals. 

But many brand problems aren’t caused by a lack of activity, they’re caused by misdiagnosis. And investing in the wrong solution, even a well-executed one, rarely fixes the underlying issue. 

Before deciding what to do next, it’s worth taking a step back and asking what your brand actually needs right now. 

Why Brand Problems Are Often Misdiagnosed 

Brand issues tend to show up as symptoms: 

• Low engagement
• Poor conversion
• Inconsistent messaging
• Weak recognition
• Feeling “outdated”

The mistake is treating these symptoms as the problem itself. 

In reality, they’re usually signals of something deeper: clarity, relevance, positioning, or alignment. 

A Simple Way to Diagnose the Real Issue 

Instead of jumping to solutions, work through the four areas below. Most brand challenges sit primarily in one of them. 

1. Clarity: Do people understand what you do and why it matters? 

If your brand lacks clarity, you may notice: 

• People asking basic questions you assumed were obvious
• Long explanations during sales conversations
• Inconsistent descriptions across teams
• Messaging that feels vague or interchangeable

If clarity is the issue, design changes alone won’t help. The work needs to focus on sharpening messaging, positioning and language. 

2. Relevance: Are you still meaningful to the audience you want? 

Relevance problems often appear when: 

• The market has moved on
• Customer needs have changed
• Competitors feel more current or aligned
• Your offering has evolved, but your brand hasn’t

In these cases, the brand may still be recognisable, but it no longer feels right. This is where strategic realignment, not necessarily reinvention, becomes important. 

3. Trust: Does the brand feel credible and confident? 

Trust issues can show up as: 

• Hesitation before enquiries convert
• Prospects needing reassurance
• Reliance on personal explanations rather than brand assets
• Difficulty justifying value

Here, the brand often needs stronger proof points, clearer articulation of value, and more consistency across touchpoints, not louder messaging. 

4. Alignment: Is the brand working internally as well as externally? 

Internal misalignment is one of the most overlooked brand problems. 

Signs include: 

• Teams interpreting the brand differently
• Inconsistent execution across channels
• Uncertainty about tone, messaging or priorities
• Marketing feeling harder than it should be

If alignment is the issue, the solution usually sits in foundations, guidance and shared understanding, not surface-level updates. 

What to Do Once You’ve Diagnosed the Issue 

Once the core issue is clear, the right next step becomes much easier to identify: 

• Clarity issue? → Messaging and positioning work
• Relevance issue? → Strategic brand refresh or repositioning
• Trust issue? → Content, proof, consistency and experience
• Alignment issue? → Brand foundations, frameworks and internal rollout

Not every problem requires a rebrand. Not every solution needs design. 

Final Thought 

Strong brands aren’t built by doing more, they’re built by doing the right things in the right order. 

Taking the time to diagnose what your brand really needs before investing in solutions doesn’t slow progress down. It prevents wasted effort and creates momentum where it matters most. 

Clarity first. Action second.