Sometimes, the philosophy/ character of a brand doesnt come through at its inception. Like a child, it needs time to grow into its own.
There are some brands that know exactly what they stand for, what they want to do. But some needs time to figure their paths.
And there are also some who are in denial, and tries to be someone they are not, and its apparent from the conflicting signals they exude.
Its okay to be who you are.