Lately, I have been involved in a few branding projects where I accidentally bumped into people thinking half way there is a good start.

Thinking like that will only get you in trouble.

In this immense and fast communication word, the importance of branding is probably as high as it will ever be. The branding, the story, the product that must be done, finished, perfect, over the limits and through a few brick walls. Sounds like a lot of work… well, it is.

Is perfection worth the trouble?
Imagine you put something out knowing it could be better. That little voice in your head would just not stop yelling. Most of the time perfection is an illusion in the pursuit of that form, but you can get close and it is worth it.

The trouble is — when it is out — it is out.

And there is nothing you can do about it (not in the short term). Most of the time you blew your chance — a really high percentage of people will click that link the first time you share it, read what you have to say, check the product you have, see the service…. this will not happen the second or the third time you tell people what you are doing…

Remember the costs of hiring wrong persons to do the job — any job? Or the time you need to do it again — all over again?

How to change that?
We usually hear: “ Don’t take things personally. It’s only business….”
Perhaps your business, not mine!

One of the most important things is to get personally involved. Those little design/concept things are a big part of us. So I take it personally. Everything. From the start to finish. Yes, working like this will get you in trouble. It happens. It wouldn’t be the first time to lose a client because of that — since there is absolutely no joy of standing down from a project, we must do everything in our power to explain all of the ups and downs of this before we start. If not, the time and efforts will be wasted on both sides and you can’t get them back.

You have the vision — that is why they hire you. Our minds are trained to know how a project will evolve years ahead. The only way to see that is getting completely involved in it — same way as the client must be. In this way, we are able to predict how certain things will work over time, but make sure you:

  1. Demand you all work on a solution.
  2. Demand you are talking and working with decision makers.
  3. Deliver mid results and trust your intuition.

Double check if they know you take all things personally and what that does to your work process. They are there for the project, we hare here for the craft and visions we possess.

Are you ready for a long-term relationship?
There is an important catch on this whole thing. In order to deliver you need to think of the client and the client needs to completely understand your visions. It takes around 2 years, of working together, to achieve that.

In 20 years of doing things, I rather see projects done as they should be than a halfway there.