In 1860, the Pony Express galloped onto the American frontier with a promise of speed and daring. Young riders carried mail in leather saddlebags across nearly two thousand miles, from Missouri to California, changing horses at relay stations along the way. Messages that once took weeks by stagecoach now arrived in a matter of days. For a brief moment, the Pony Express captured the imagination of a nation.

In October of 1871, fire swept through Chicago with a fury few had ever seen. For two days the flames raged, fueled by dry winds and wooden buildings, leaving more than 17,000 structures in ashes. Hundreds perished, and more than 100,000 were left without homes. The destruction was immense, the loss incalculable.

It was the final round of a brand strategy workshop. The marketing team from a mid-sized nonprofit sat around a U-shaped table, debating (loudly) what their new website should look like.

“We need a big, bold donate button at the top!” one insisted.

“The hero image has to be a picture of our new building,” another pushed back.

“Let’s make sure the mission statement is front and center,” someone else said.

The tension rose as each defended their opinion, certain they were speaking for the “target audience.”

Simplicity sounds easy. But anyone who's worked on a brand knows, it’s actually one of the hardest things to pull off. As a marketer and a creative, I love new ideas. I get excited about fresh trends, new platforms, eye-catching design styles. And if you’re reading this blog, I bet you can relate. But when it comes to building a strong, memorable brand that people actually recognize and trust, simplicity is everything.

At Radiant, we’ve spent nearly three decades walking alongside some of the most thoughtful, mission-driven organizations you can imagine — helping them navigate the highs, the lows and the moments when the world suddenly expects a statement. 

At Radiant, we’ve partnered with hundreds of ministries over the past three decades, each with its own calling, culture and challenges. And while the organizations vary, the pattern of success is clear: the deepest, most fruitful results always come when we're fully integrated — not just as a service provider, but as a true part of the team.

Over the years, I’ve learned that while finding new opportunities is challenging, deciding which ones not to pursue is even more difficult. In marketing, leadership and life, we’re inundated with ideas, tools, channels and demands. And the temptation is to try and do it all, hoping that more activity equals more progress.

In almost 30 years of running our company, I’ve seen one silent brand-killer show up repeatedly. It’s not lack of talent; it’s not budget; it’s not even poor strategy. It’s unquestioned assumptions. And in my experience, one of the most powerful questions any leader can ask is this: “What assumption are we making that’s no longer true?”

One of our clients showed us a communications plan they had paid a company exorbitant amounts of money for. When we opened the file, we were shocked.