Hold off on that logo, Tiger
If you are and early stage entrepreneur, you have experienced or will experience a magical moment. That moment is when your logo clicks into place and forms the cornerstone of your visual identity, and in that moment it all will become real. The hope – the dream – will suddenly become tangible. It truly is amazing to experience. Sometimes it is a quiet moment, sometimes you feel like you are playing a part in the Mickey’s Soundsational Parade, but almost universally the moment feels RIGHT.
That moment is actually the precursor of an important phase of business we at Symbra call the activation phase. It’s the time when suddenly you are talking to service providers, building things, talking to real customers and making it all real. Seeing the dream become tangible in a logo or creative platform makes this inevitable. It’s too exciting NOT to activate and the resulting activity can be distracting.
That’s why it’s important to wait and think thoroughly about what the identity is there for. What it’s there for is to represent the company as its signature in a memorable way. Your signature is not you – it represents you. An identity is the same. It represents the company, it is not the company. You have more abilities than the ability to write your name and your company is the same.
It’s important to wait and think thoroughly about what the identity is there for. What it’s there for is to represent the company as its signature in a memorable way.
At Symbra, we start with purpose and not signatures. We work through vision and mission. Then values. It’s hard work. But will you ever be happy you did it. With this good work in hand, you finally get to activate the brand, and it will have a foundation to stand on. If you activate to fast, the whirlwind of activity that results will distract you from your core purpose and foundation. It can be difficult and expensive to go back.
So, if you are in the early stages of business development as an entrepreneur, hold off on that logo. Do the deep work of developing your core brand pillars first. Your logo will thank you.