Creative minds, though responsible for new ideas and solving big problems, have a huge shadow: the inability to give those new ideas time. This is especially true in branding. It's almost inevitable that after going through a new brand identity, strategy, etc, the desire to change will pop up. A new idea will strike and it must manifest or it will go away.
But int he context of branding, assuming you do a good job, you have to resist. Branding is something that should remain consistent and be given its due before making massive overhauls.
Commons areas where this desire arises:
Look, these things might need to change, but if you have to let them settle before you can make an informed decision as to whether or not they need to change. This doesn't mean you can't change small things, like experimenting with new ads, altering your layouts, running A/B tests, but it should all cohere to the strategy you are trying to implement.
Point being: resist your creative impulses to start something new before your previous task has been finished and given time to rest.
An email from Jonathan Stark came through my inbox today and brought up a good analogy. One worth sharing with all of you on this lovely Friday.
The gist of it is as follows:
When you buy a sandwich, the person making the sandwich doesn't say, "this might cost $5, we won't know until we're done making it."
What's the difference between that and saying a logo and a website might cost $20,000, but we won't know until we're done?
Geez, that sounds like a pain in the ass and disconcerting for the client on the other side of the transaction. This is the trap that hourly billing gets people in, both clients and service providers, a journey through the fog of unknowns that is costly and annoying.
The alternative? Diagnose for a set price (roughly 10% of the anticipated budget) and come up with three, tiered options at set prices. This might not be the best solution, but it's better than keeping a running clock and an hourly rate that never seems to stay under budget. At least a set price is predictable for both the client and the designer.
Why don't I bill hourly? Because I don't like leaving clients in a state of uncertainty.
I've been racking my head around this since the initial quarantine mandates were put into place. It sucks that we are in a situation like this, but there is one key things that has seemed prevalent throughout all the chaos:
Remote Work is now commonplace and it actually helps in a lot of ways.
Obviously, I'm biased, since I work from home normally, but it seems that COVID-19 was the push we needed to expand our abilities in working from home or outside the office.
What makes this important is showing the flexibility of the workforce when forced to adapt. Maybe there is something more there, a microcosm of a greater potential to overcome adversity, but I digress. Anyway, back to remote work. It's a good thing and for many reasons. These would be the top three:
More time doing things instead of commuting
Double-edged sword on this one, as more people working from home means the people that have to go in will endure less traffic. On average, this would save people two hours per day, 10 hours per week, and 520 hours per year (give or take). Wow! Can you imagine putting that time toward personal health, cooking, or spending time with family? You'd be a different person if you really took advantage of all that time.
Less chit-chat, more deep work
Being an extrovert, like me, has its advantages, but the downside is that I will always prefer to talk with people rather than being left alone to do important work. When I worked for a startup after college, I would lock myself in a private room to focus for a couple hours because I knew I would take any opportunity to talk with coworkers. And while interaction is not a bad thing and should be used when doing brainstorming or collaborating on projects, a majority of our work can be (and should be) done independently. Why? So you can focus, dive deep into the problem, and get the thing done. Which segues into the next point.
Intentional social interaction
Though working from home has its benefits, we all need genuine social interaction. This is a shot in the dark, but if everyone is able to focus on the actual work they need to get done while working at home, then they can dive deeper during social interaction, especially with coworkers. Follow me for a sec, would you rather have 10, five minute conversations spread out over eight hours, or one, hour-long conversation without interruption? If you're like me, I prefer the latter. Deep conversations, like deep work, cannot be interrupted. My guess is that working remotely will create an environment where longer conversations take the place of spaced-out small ones as meeting up in person will be more intentional and focused.
What does this have to do with design and branding? I'm not entirely sure at the moment, but there is definitely a connection to the depth attained when working by yourself on a project without interruption. Maybe this shows that work, like design, is all about intention. If you intentionally make time to work, have conversations, or have fun instead of juggling them all at once, we'll be better off.