It’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 my site, 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.)
- Uncover who your ideal customer is
- Work on your message, including your tagline
- 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.