You can compensate for a worn brand for quite a long time without even realizing that you’re working harder just to maintain the status quo. The money you spend on advertising, the content you create, the selling … they are incrementally becoming less effective.
For many new business owners, getting a new logo is much more than a design project. In fact, it’s an emotional journey that most don’t anticipate.
The best brands are not meant to sit on a shelf like just another historic artifact. The ink might fade over time. But the promise endures.
The tagline is not about who you are or what you sell. It’s about them: your target audience. So, you better make sure it’s concise, direct and memorable, so they recall it the each time they hear your name.
These businesses each learned from the beginning the power of a consistent and meaningful brand strategy. They rightly prioritized their branding efforts as a long-game investment instead of just another expense.
Making your own history doesn’t need big, dramatic moments. You just need to do what you said you’d do every time you step up to the plate.