A Brand Is Not A Paint Job
Most assume branding can be 'done' in a few weeks. Even a few days if some programs are to be believed.
Make a quick logo, choose colours and fonts that vibe with your vibe, and maybe a pattern that can be used on social backgrounds, complemented by a few frames for your website.
What you actually have after a weekend of moodboarding is not a brand, but a tiny sliver of a visual identity.
In other words: A paint job.
Don't get me wrong; painting is amazing. It adds the very important cherry on top of an incredible design. But branding is a lot more than that.
A brand is the property that you intend to build your house on.
It holds your values, your purpose, your people, your message, your process, your work. Houses come and go, but your brand lives and breathes with you.
Just like you're not going to choose new values every time you change your pricing; think of your brand as something that evolves alongside you.
Treating your brand as a lifelong investment lets you harness everything it has to offer: it becomes a touchstone at the core of your work, which lets you experiment and reinvent all you want; you're not going to lose sight of where you are and where you're going.
Your people will always know where to find you, your purpose stays clear, and the more you learn about your work, the more potent your messaging becomes.
Of course you'll want to build an amazing house and paint it beautifully – or leave it en natural with only a light stain. But you can't rely on a paint job to hold your weight.
Only the ground can do that for you.
*This essay is part of a writing challenge, find more on my Typeshare gallery (accessible for screen readers)
