Done is better than perfect, but not when it’s off-brand

You’ll have heard the phrase “done is better than perfect” and probably agree with it.

Perfection, or the perception of it, often gets us stuck in a procrastination loop, refining and tweaking it, trying to get it “perfect” when the reality is that it’s not possible.

Perfect is a very subjective term, and defining it is near impossible, as everyone has their own perspective and perception of it. In this sort of situation, done is better than perfect, as the task is complete- done, dusted, and the whole thing off the table.

But it can come at a cost.

The line between getting it done and getting it right is a fine one. Whilst procrastination and umming and ahhing can result in never getting a brand out into the world, when critical steps are skipped in that brand-building process, the results fall, well, flat.

Launching a brand with just a logo, for example.

The argument could be that it’s better to have a brand, even if it’s just a logo, than none at all.

But hear me out.

Let me explain how this situation evolves into a bigger problem without a fully rounded brand.

Launching a brand with just a logo.

A logo is part of a brand, not the complete thing. Without the other parts of the brand, it is a hollow shell that may look pretty on the outside, but inside, it's a black void.

These are the parts that make up a brand, as per my Artisan Way framework that I teach and use on all my projects:

Brand Heart- the soul of a brand.

This pillar defines the brand, what it does, for whom, how and why it matters. It's the beating heart that drives the brand forward, giving it meaning and purpose. Without it, a brand can feel shallow, lost, confusing, and to be frank, plain ol' boring.

Brand Gems- the best bits

Values, beliefs, USPs, whatever you call them, your Brand Gems are your calling cards, the nuggets that make you memorable and special. From helping you to understand what your brand stands for and what's important to it, to showcasing the things that set you apart from others, pinpointing these helps to make your brand stand out and up.

Brand Tales- storytime

We love stories, listening to them, and telling them, and brands are no different. If you think of your favourite brand, I'm willing to bet that you could tell me its origin story and how it got started. Apple started in a garage. Converse shoes were worn on basketball courts. Ford created the first car to help people move from place to place. Stories are intertwined into a brand's DNA and can produce memorable results.

Brand Customers- lifeblood

Knowing who your customers are, what they need, and how you offer that solution unlocks all sorts of things. From writing social media posts that your customers adore to understanding how they think (and shop) and being able to find them, knowing your customers is a non-negotiable when building a brand.

Brand Talk- giving it a voice to be heard

Imagine having a voice but not being able to use it as you didn't know what it wanted to say, how, or even what it sounded like. It's the same for a brand. Brand Voice is how your brand speaks, talks, and communicates with everyone around it. Social Media Captions, blog posts, website copy, video captions and even your email signature can trace their choice of words, the meaning behind them and the way the sentences are put together back to brand Voice.

Brand Look- how it looks

Just like the brand voice is how a brand sounds/speaks, the Brand look is how it appears. Visuals, logos, fonts, colours- the fun stuff!

Sadly, launching a brand with just a logo is a common occurrence, and it breaks my heart. Whilst a "logo-only brand" will survive for a year or so, the cracks start to appear in year 2 when the wheels start coming off, and the only solution is to rebrand.

Logo only brand cracks include:

• Writing website copy without knowing who the audience is results in vague, fluffy content that fails to resonate.
• Inconsistent messaging across different platforms, causing confusion and diminishing trust among potential customers.
• A lack of consistent branding, both visually and in written content, leads to an unprofessional appearance.
• Ineffective marketing strategies that miss the mark because they're not aligned with a well-defined brand or know what the campaigns are trying to achieve.
• Difficulty establishing a loyal customer base due to a lack of clear brand personality with which customers can connect.
• Unclear direction for the brand, it's goals and aims. A logo-only brand is winging it on a day-to-day basis.

These cracks ultimately hinder growth, and the only way to remedy them is to rebrand, which takes time and money.

That's why I do what I do: I teach individuals how to brand or complete it on their behalf so that they have a good foundation to build upon gives them everything they need to grow, including time out with a coffee and a (very delicious) pastry. Without this solid base and fiel for growth, even the biggest brand can crumble.

So, my fellow founder, take the time to brand right from the start. Instead of choosing "done is better than perfect" for your brand, reframe it to "right is better than rushed."

Building a solid brand foundation with clarity, purpose, and consistency will pay off in the long run, setting you apart and ensuring sustainable growth and success.

Your brand is more than just a logo—it's the heart and soul of your business. Invest in it wisely, and you'll reap the rewards for years to come.