I recently deleted several apps from my phone, ones that I had previously used on a daily basis (Gmail, LinkedIn, Slack, etc). Apart from not being bothered by the constant slew of information or feeling the need to satiate a hunger for attention, something else happened after deleting these apps:
I could critique and analyze them more effectively.
Akin to seeing the forest through the trees, opening an app after not using for a bit gave me a new perspective. I could examine each step in their onboarding, I could observe their interactions with a keen eye, I could look at their layout and better empathize with someone who hadn't seen it before.
Using these apps or obsessively critiquing them daily wouldn't allow me to do that.
In the interest of getting good ideas and understanding what makes these products great, delete them... for a bit.
A brand is not a logo, it's not a product, it's not your reputation, it's not your name, so what is it?
A brand is the gut-feeling someone has toward your business. You make them feel a certain way through your company's behavior, it's appearance, and the experiences you provide.
All of this to say that making someone feel a certain way requires you, the business owner, to stop thinking about yourself and think about how you will impact someone else.
It doesn't matter what you like, what matters is what the person you are making this company for likes.
It doesn't matter if you don't like the name of your company, what matters is how it impacts your user.
It doesn't matter that you don't like your logo, what matters is how easy it is for your ideal customer to recognize it.
You get the picture.
The beauty of this, is that the pressure is taken off of you and your subjective standards, and instead focused on how much you can affect someone else.
It's not about you.
“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and five minutes thinking about solutions.” -Einstein
What does this mean?
It means that to create an effective solution, you have to have a deep understanding of the problem. Otherwise you fall back on to predictable solutions that don't always work. It's similar to the hammer and nail concept. If you're a hammer, you look around for nails. But if there are no nails in sight, you're SOL.
In design and branding, an hour of solid planning saves countless hours of revision and allows for projects to run smooth.
Point being, take the time to think. Plan. Be strategic. Good solutions come easy to those with skill, but if the wrong skill is put into play then you're in trouble.