I had braces for over four years. I hated them. But man was I glad when it was all over and my teeth were straight.

But just when I thought I was done, they handed me this retainer and told me I had to wear it everywhere. What a bum deal!!  Well, I knew I had to do it so I did.  For about another 4 years.  Then after high school I finally gave up on the retainer and you know what?  My teeth have shifted and are not nearly as straight as they once were.

It's the same with building a brand.  You can put a lot of energy into defining and building the initial foundation of a brand.  But the day you stop thinking about it and sticking with the initial plan is the day you start to lose focus.  And we all know that a lack of commitment leads to a weakening brand.

Having the foundational assets of a brand (brand strategy, visual identity system) is just that: the foundation.  That isn't when your work is done, rather it's when you can really start building your brand.

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