The Lazy Way to Build a Long-Lasting Brand

Lazy Business BrandingIt’s summer in the US, and here’s what it’s like where I live:

  • It’s so warm some days, it’s hard to think straight
  • Everything moves a little slower in business and life
  • Lots of people are on vacation, so it’s especially challenging to set up meetings and phone calls

The lazy days and long nights make our minds wander away from business, and toward relaxation.

You may be feeling a little lazy, and that’s OK. After all, the farmer has to let his fields lie fallow every so often if he wants to harvest a good crop from the soil. We should do this, too!

Let’s go with that feeling, and find some lazy ways to build your brand.

Lazy Branding, Outlined

The first step to lazy branding is to discover your essential brand elements. Luckily, you can find information about these steps right here on the Big Brand System, and I’ll outline them below.

(If you’re ready to get in-depth help to create a brand for your business, you should look into the Quick-Start Guide to Branding Your Business.)

  1. Uncover who your ideal customer is
  2. Work on your message, including your tagline
  3. Craft your visual brand, including your fonts, colors and your overall style

It’s Easier Than You Think

Once you’ve nailed down these elements, the lazy branding techniques go into full swing. Try these:

  • Yawn loudly when someone suggests you change your tagline
  • Go lie down in a hammock with a cool drink if you feel the urge to redesign your brand identity
  • Ignore all notions of changing your colors and fonts

Instead, you should re-use the brand elements you have now. Recycle the same fonts, message, colors and style. Make sure it gets as much exposure to your ideal customer as you can give it.

Re-use, Recycle for Lazy Branding

Give your current brand a good run of six months to a year. Get feedback, and watch your sales numbers to see if it’s working before you think about changing it.

It’s hard to be patient, but people only recognize brands they’ve seen and interacted with over weeks, months and years. So discover your brand elements, and use them consistently over time. It sounds boring, but it’s the most effective way to build recognition.

Question of the Week

What do you do when you get the urge to re-brand? And how do you know it’s time to stop being lazy and make a real change? Let’s talk about it in the comments.

Comments

      • says

        Replacing brands, do you mean the What we are wanting i.e. clients. or do you mean changing the name of the website. That is what I am presently struggling with. Do I keep Gestalt Institute of RI or do I change it to something MidlifeTransitions?
        There is always something with me. Just don’t get it. Helga

        • says

          Hi Helga,

          I mean changing the name of your website or company, or changing your message or visual brand. I see so many people go from one brand to another … they give up too soon. I’m recommending you work to develop a brand, then give it a good push over time to let it develop to its fullest.

          That doesn’t mean you never change your brand. I’m just recommending caution and hard work before you do. Does that help?

  1. says

    Lazy is knowing when to relax and enjoy the ride. Lazy is counter-intuitive to the work hard business ethic pounded into us.

    Children learn through play. Their brains develop and their imagination soar. Lazy summers are a smart way to play, create and work.

    • says

      I agree, Tony. That work-hard-all-day-every-day mode isn’t actually good for business, in my opinion. Everyone needs down time: some of my best ideas have come to me while on vacation!

  2. says

    Coming up with the “look” is fun – waiting for the results is hard. Thank you for the reminder! Often, just about the time the dividends are starting to appear is when you want to get busy and make a change.

  3. says

    Love it. It’s half the battle to stick with your brand long enough, to be confident enough in it, to sit back and wait for it to take root with your clients and colleagues. Love your three-step process for waiting it out. And, a good small business brand is all about recycling the elements in different ways – helps create memorability plus it doesn’t break the bank with designing new stuff.

    • says

      It takes time, and it’s hard to wait for the results! But unless you have millions to spend on getting quick visibility from a nationally-broadcast ad, you’ve got to play the waiting game. (I’m convinced that letting your brand “bloom” over time is more effective than a single ad, anyway.)

  4. says

    Branding is to bring a well known face / product to the clients. It takes a while to become ‘known’ (as a brand or as a person) so your advice about not changing your approach is to the point and very useful. I also like the ‘lazy’ concept as a whole. ;)
    Thanks for the post.