Brand Bike Shedding: Why Avoiding the Big Brand Questions Costs You More

The term refers to the tendency of groups to spend disproportionate amounts of time on trivial, low-stakes decisions while neglecting more significant, complex problems. Parkinson illustrated this with a fictional committee tasked with approving a nuclear power plant. Instead of focusing on the intricate and vital aspects of nuclear engineering—where their expertise was limited—they obsess over trivial details, like the colour of the plant’s staff bike shed. Why? Because everyone feels qualified to have an opinion on the bike shed, and discussing it feels safer and more manageable than grappling with the weighty technicalities of nuclear power.

This phenomenon stems from two psychological tendencies:
1.    Avoidance of complexity: We shy away from decisions that feel overwhelming or out of our depth.
2.    The illusion of productivity: Debating something simple gives the appearance of progress without requiring the discomfort of tackling harder issues.

Bike Shedding in Branding

In branding, this behaviour shows up all the time. Teams fixate on surface-level elements, pouring time and money into things that feel tangible and safe, while avoiding the deeper work that could truly transform their brand. Common examples include:

•    Tweaking the logo
•    Refreshing brand guidelines
•    Launching a flashy new campaign
•    Rolling out a redesigned website
•    Revamping the employer brand
•    Building out a new social media campaign

Now, don’t get me wrong—these deliverables have their place. But if the brand lacks clear, strong foundations—what it stands for, why it matters, and how it’s different—then these activities won’t fix the underlying problem. In fact, they often amplify it. A polished website or slick campaign can’t compensate for a brand that’s confused, misaligned, or lacking purpose.

Why Do We Avoid the Hard Stuff?

The tendency to focus on the easy wins is understandable. Redesigning a logo or rolling out a new campaign feels like progress. It makes you look busy and gives a sense of accomplishment. But the bigger issues—the ones that really matter—are harder.

Defining your brand’s foundations requires asking tough questions. It demands clarity on what your business stands for, who it’s for, and what sets it apart. This process brings friction. It invites disagreements, competing perspectives, and even internal resistance. But it’s also the work that creates real impact.

When we work with clients, we often ask: What’s your appetite for change? Are you ready to lean into the discomfort of addressing the foundational issues, or is it easier to settle for the quick fix?

The Cost of Avoidance

Sometimes, focusing on the quick fix is fine – and I totally get it. Deadlines loom, targets must be hit, and a shiny new campaign feels like the path of least resistance. But this approach has a shelf life. If you keep avoiding the foundational work, cracks will grow wider, and those surface-level improvements will deliver diminishing returns.

Weak foundations lead to fragmented messaging, confused customers, and a brand that struggles to resonate. On the other hand, brands that commit to tackling the hard questions and building a strong foundation are better positioned for long-term success. They attract loyal customers, align teams, and drive sustainable growth.

Stop Bike Shedding. Start Building.

If you’re spending more time debating the metaphorical bike shed—logo tweaks, guidelines, or campaigns—it might be time to step back and ask: What are we avoiding? Are you addressing the real challenges facing your brand, or are you just painting over cracks?

The tough questions, the strategic alignment, and the focus on what really matters will pay off. It will create a brand that not only looks good but works hard for your business. So, give up on the shed. Start thinking about the foundations.