I’m a big fan of progress over perfection, yet I’m a huge procrastinator. Especially when it comes to finding “my brand”. Why? One of the main reasons is for sure my perfectionism. What might be an invaluable asset in my design work is also a huge enemy. Because it’s hard for me to let go and NOT to obsess over every single detail / pixel I’m creating.
Perfectionism is the nemesis of visibility
After all, it took me almost 12 months before I relaunched my website. I always found something to improve, some new feature I wanted to add and new things I wanted to try. But these things didn’t help me with getting visible at all. And so I finally had to let go, although there are still areas that will probably be re-worked over times. Because, if I stay invisible behind my curtain of perfection, how should I ever get clients?
However, I’m not alone with this. I see many very talented entrepreneurs struggling with their perfectionism. I recently hold a challenge where I dared all who accepted to bring their brand from bland to brilliant within five days. This did involve some deep work: Getting to the essence of their brand personality, and of course mulling about colors & fonts.
Many of the people in the challenge were struggling with the same perfectionism that seemed all too familiar to me. They were so obsessed about the right font, the right color scheme for their brand that they didn’t make any real progress for days. Because the typography suite wasn’t perfect, the color scheme seemed a bit off and so on and so on.
Today I’m here to tell you: It’s okay. It took me 4 different tries to find that font for my logo. Where the other ones I had before bad choices? No. But I found also that with every little change, I got closer to what I wanted my signature font to be – a whimsical script with beautiful calligraphy and ornamental letters that seemed to be sprung directly from a fairytale.
Your brand is not set in stone
People are often so afraid when we start working – “But what if I change my mind in between?” That’s okay and totally normal. Your brand is a little like a person – with time, as your business grows & evolves, it will adjust accordingly. And in every step of the process you should stick with what feels right to you.
But what about consistency? Yes, it’s true to some extend – you must be consistent in your branding. Studies show that it usually takes 7 impressions for a person before they establish a connection to something. So changing my brand all the time must be bad, right? Not necessarily – if you make minor changes to adjust your brand, people probably won’t notice as much, as long as your message & your voice are the same.
Take me as an example: Although I went through four fonts and adjusted my color scheme constantly, I had some consistent elements in my brand: My fairytale style of copywriting, my love for bold & glittery images and gold & purple as main theme in my colors.
When do I need to re-brand?
Short answer: When you feel it’s time. When you look at your visuals and feel disconnected from them. When you feel that these visuals no longer convey the essence of your brand. Then it’s time to let go.
How can I infuse more freshness into my brand?
If you want to do something fresh and different, but don’t want to go into a complete re-brand, why not brand your newest offer differently? Keep some elements from your main brand for consistency and go have fun with the rest. In my challenge, I went with a complete different color scheme. But I kept my style of writing, my typography suite and my love for bold graphics. So it still felt aligned with my main brand while having it’s unique personality.
The same went for my new offering “The Tinker Belles Academy” – I kept the gold & whimsical feel in my copy and design, but added in a color scheme that centered around a deep, rich emerald tone. I kept my headline & body fonts, but choose a different signature font that was even more quirky, also a little imperfect – to showcase that “tinkering” is a journey and it’s okay when things sometimes are a little messy.
To hire a designer every time you want to change / refine / or polish your existing brand might be a bit too much, though. This is why I created “The Tinker Belles Academy” in the first place: to show you how you can explore your brand with all the tech tools and knowledge you need to do so and to help you uncover the brand YOU truly desire.
How do you feel about your brand? Let me know in the comments!
With sparkles, trust & a little pixiedust