A Dress to Last a Decade

Today I sat at a table of new friends as they discussed how best to get the word out about their entrepreneurial efforts. They were animated about how they could get this and that deal for a logo, developed quickly for great prices. I watched in amazement, not only because my firm produces logos that support the brands we create, but also reacted to the lack of awareness in the marketplace when it comes to decisions such as these.

We are all familiar with this scene: A woman has a group of other women huddled around her, she has recently purchased the services of three of the finest craftsmen in New York. She takes a deep breath, and heads down the aisle, knowing that she looks her best…for one day.

In contrast, a brand is developed to last at least ten years. To work, it needs to have a long shelf life, be memorable, fresh, accurately represent you, and versatile—all at the same time. It is interesting when it comes to the deliverables that come after a brand is developed, that we go for the cheapest outfit to represent ourselves.

Post contributed by Catherine Shaw.