If you don't know where you want to go, then any map, trail, tactic, or maneuver is useless.
The same holds true in design and branding. If you don't know what emotions/values you want your logo, colors, language, website, or collateral to align with, it's unlikely you'll be satisfied. At the very least, you'll have no objective way of dictating right decisions from wrong decisions.
That's the point of strategy. Strategy gets you aligned. It points you in a direction. How you get there can take many forms, so long as it gets you to the destination.
Where do you want your brand to go?
A common occurrence I hear from clients when discussing the attributes of their brand follows something along these lines: "We want it to look professional, but still playful."
Reading between the lines, what they are saying is this "we don't want to turn anyone off, so we are cool without adorning a personality that would offend anyone."
You cannot build a brand off that. Professional and playful are polar opposites on the spectrum. Your brand becomes a tied to two horses pulling in opposite directions and you go nowhere.
This comes in common forms, like companies that tout innovation and creativity, yet stick to a corporate blue because it won't offend anybody. Or the companies who claim to be different but choose to speak and act like their already successful competitors.
What would have been an otherwise inventive and distinct brand is torn in half by a lack of commitment.
Rather than trying to be everything, be something.
When you are first starting a new habit, the key is to first get the motions right. For example, when I started writing these posts Monday-Friday, the goal wasn't to write perfectly, it was just to write every Monday-Friday.
Similarly, when you first get a new brand identity, you should follow your style guide to a "T." Why? Because you are learning to walk within your brand and if you start running you will fall, chip your teeth and look stupid.
Think about it, the kid who can consistently walk at a steady pace will get further than the one who pushes himself too far.
What's more? The kid who walks will get faster with time and practice, naturally.
Treat the design of your brand the same way, walk before you run.