I just finished building a step-stone path in our front yard. My wife had been asking me to do it for a while. Insisting that people shouldn't have to go around the whole yard just to get to our front door. That it would be so much more inviting if they could just walk down a path. So I enlisted the help of my brother Michael to get started. We did some preliminary work planning where it should go, how many stones we would need and how long it would take. If you've ever built one before, you know it's not as simple as just plopping them down and your done. Each stone requires time and attention to set it right. The foundation has to be solid so the stones won't wobble. Which is easier said than done with hard Georgia clay. Then each stone height has to be level with the stones around it and with the path as a whole. That way it will be flat, look good and people won't trip. You have to think about drainage too. Where the water will go when it rains.

I think this is a good metaphor for building a brand strategy/identity. The path is the strategy, designed to get people to your front door. And each stone is a touchpoint of your brand identity. Each one needing a solid foundation and placement. This takes time, attention and perspective. Perspective because each one needs to be considered in context of the whole brand strategy. To ensure the "path" is flat. Then you need to think sustainability. How long each touchpoint should or will last.

All things considered, it took about a month to finish and a couple trips to the stone-yard. Some of which I will have to re-set. Which perhaps makes the metaphor a little more realistic. Things don't always go according to planned. But that's ok. The goal was to build a path to the front door. I just need to adjust a few stones.

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