Not a style guide with better branding
A style guide documents decisions. A design system implements them: design tokens (colour, spacing, type scale) as real values, components as real code, and usage rules describing when each applies and when it does not. The written documentation is the smallest part; the shipped, versioned component library is the system.
The payoff is not aesthetic consistency, pleasant as that is. It is that decisions stop being re-litigated. Nobody debates the disabled state of a form field on a Tuesday because it was settled once and encoded. Accessibility fixes land in one place and propagate everywhere. New screens get assembled rather than drawn — which is exactly the leverage a stack of bought templates never gives you, because each one arrives with its own opinions.
When it is the wrong investment
A design system is infrastructure, and infrastructure costs are paid up front against benefits that arrive later. One site, one designer, no roadmap? Templates will be cheaper and faster, and a system will be maintenance for its own sake. The crossover comes with a second surface and a second person — the moment consistency stops being something one head can hold.
