“Your brand will evolve organically”

My daughter, Danielle (that’s her above), a 23 year old third year graphic design student, and an ambitious one at that (she just published a book- LAUNCH DATE AUGUST...), on her days off, sometimes obsesses over her ‘brand’ and the future of her graphic design career and business.

She gets inspired. And writes down thoughts, ideas and, of course, goals. I taught her well.

Yesterday, Sunday, was such a day. She rattled on about the many ideas, inspirations and feedback she was getting from other accomplished designers. She actually contacts these people and asks for advice. Smart. Brave.

I reminded her that she need not really worry about her brand so much. Not now anyways. The ‘brand’, so to speak, will evolve organically as her skills, experiences and more importantly,  her market makes itself known.

This, like in any business, isn’t obvious at first. You start with a great idea. You build. You launch. And then see if people bite. No market, no business.

I used the Steve Jobs and Steve Wozniak example. They had some great ideas (ya think?) on what and how a computer should be built.

They didn’t get together and obsess of the logo nor the name…..yet. That came shortly after they had some traction. Sales. Activity in the marketplace.

They could have called it Banana for all I care. Me thinks the market would have still showed up.

The substance of what makes a business run and what makes it great isn’t on the surface – you know, design, image, logo.
The true substance is much deeper. In the grueling, disciplined sweat, pain, blood and turmoil. The going to battle to get your product launched.

That’s where you find meaning and brand. But first, you need to go to war. And find your place in the market.

Yours in success and in photography,

Rob

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