You stare at a wrinkly grey wall from one inch away. You can see every porous cavity, every abrasion, every molecule, but you cannot see the whole thing.
Is it cement? Is it brick? You don't know. Why? Because you cannot see the whole thing in context, you can only see tiny details.
You move back five feet and realize you were staring at an elephant. What's the point?
Details are important in branding, but failing to provide context is a recipe for confusing customers. You need to give them a bigger picture first instead of bombarding them with details like price, features, etc.
I hate social media. Specifically, I hate Instagram and Facebook. Granted, they are well-designed apps and I steal from their UX principles all the time, but the impact they've had as far as startups are concerned is mind boggling. Why? Because the metrics they provide for most are rooted in vanity and nothing else.
For example, I know plenty of people with over 30k followers, yet none of them make a good amount of money from those numbers.
On the other hand, I know several people who aren't on social media that are millionaires.
The point? Unless there is a clear, actionable metric that you can use to influence business results, don't focus on it. Otherwise it is vanity by numbers, nothing more.
Design seems to have a drawn out and lengthy process. I don't know about you, but I really don't like it. Especially if you're working with startups that need to move fast. How do you fix it? You work together, show the ugly, and focus on getting a bunch of guesswork eliminated.
If you can move fast, you're good at what you do, and you can coach people through the process, this shouldn't be an issue.
This applies to everything. Logos, websites, apps, collateral. Hammer out as much of the details in low-fidelity form as possible.