Be Honest about your product

One aspect of branding is understanding how your customer thinks.  Knowing what’s difficult for the customer in the experience you provide is a must. If it’s a necessary evil, present it as evidence of what makes it worth the trouble.  For example, with web design, the many complex variables make it hard for clients to understand that a well optimized page my not have the look and feel they exactly wanted, but it will help with their visibility on search engines, like Google.  It is totally worth the trouble to learn a little bit about on off page optimizations and it is worth my trouble to try to explain it as simply as possible.  In the end we both benefit.  They understand the limitations of the design and I have helped brand myself as reliable, knowledgeable and trustworthy.  It's a win, win.