You will not always hit the mark. This happened today with my morning routine. Didn't feel too well, slept in. Phone starts blowing up with messages from family, friends, and clients. Not my ideal start to the morning.
Now, I can dwell on that mishap, which was my fault, or accept that I missed. Missing is part of the game. What I will not accept is missing tomorrow as well.
Be it a morning routine, a sport, or even building up your brand, promise yourself "never miss twice."
Chances are, your brand is already out in the world.
What? Yes! It is. Your brand is the emotional value people attribute to your company, value they already find in many other things throughout their day.
For example, if you want your brand to be seen as happy, joyful, youthful, and teeming zest for life, I bet your ideal users experience this in other places. Perhaps it's from an ice cream shop, a children's author, or a TV Show. The point is that somewhere out there is a prime example of these attributes. The same would be said of any other adjective as well: elite, progressive, friendly, serious, stoic, sarcastic, brave, funny, classic, you get the point.
Your job in building a brand for your most valued customers is to understand what emotions are missing from the market category you want to enter, research places these emotions are found within your customer's life, and steal the things that make them memorable.
Seriously, steal them. Steal the colors, steal the phrases, steal the pictures, steal the shapes, steal the experience as much as you can.
Why is this effective? Because you are taking something familiar and placing it into a new context. This is the recipe for novelty.
I had a call with a prospective client yesterday looking to get some collateral made for their company. During our call it became clear that there were going to be multiple people making the decisions and signing off on creative.
It's not like it was just two people either, hell it wasn't even four. On this project, there would be eight people that would have to look at this an approve it. Eight!
That's a lot of cooks. Respectfully, I said that it doesn't work out well to design by committee and that it didn't sound like it would be a good fit. They agreed and we got off the call.
Here is why design by committee is a bad idea: vanilla ice cream.
Allow me to explain, there are hundreds of unique ice cream flavors. From cookies and cream, mint and chip, rainbow sherbet, Ben and Jerry's Dairy-Free Peanut Butter Cookie Dough (my personal favorite), or even ice cream with candied grasshoppers. These flavors are memorable, whether you like them or not, because they have elements of distinction.
Now imagine you have eight different people in a room and you try and get them to agree on one flavor. Fat chance.
You will end up with choosing vanilla because it's good enough to do the job and it won't upset anyone. But it's not going to turn heads like the others. What's more is that if one person decided on getting a unique ice cream flavor, like cookies and cream, I doubt anyone would be morbidly detested by the choice. It's ice cream for Pete's sake.
Same thing with design. As long as you follow the basic principles, it's difficult to arrive at a detestable solution. It's well designed, that's what matters.
The alternative is this: understand that you aren't building something for yourself, you are building something for someone else. Be it investors, customers, whomever it is, build for them.
Next, establish one decision maker. Someone who can be trusted to make a good decision and let them do their job.
Do not design by committee.