Done Is Not Always Better Than Perfect.

Rani Sweis

There is a great quote that states, “Done is better than perfect.”

Most of the time this is perfectly true. If you’re the type that gets overwhelmed by the magnitude of a project, therefore you never begin, then this can be a terrific mindset to adopt. It allows you release an idea into the market and test its validity. In the startup world they call this the MVP, or minimum viable product. But what about all those times when done is just not good enough?

Like when a structural engineer is working on a bridge or when a cardiac surgeon is reattaching a heart valve. Less than perfect means people could get severely injured or even die. In these specific situations perfect is the only option. I believe that your branding falls in that same category.

I know what you’re thinking. That’s not even close to the same thing. I won’t argue the difference in severity, but consider this. Our lifestyle these days is busier than ever, and with a global digital economy there is surplus of options. While nobody may die if your brand isn’t perfect, it can still have detrimental negative effects on the success and future of your business.

Human judgement isn’t just limited to people. If your brand doesn’t create a positive first impression and immediate connection with a prospective customer then you may potentially lose that customer for life. Chances are you’ll never be able to get back in their good graces. By the time you actually work out the kinks they may have already decided to do business with the company that got it perfect the first time.



Fret not, brand perfection isn’t as complicated as you may think. It’s as simple as getting started and working through all the kinks before your brand released into the world. Many times people fall into paralysis by analysis. The secret to avoid becoming the deer in the headlights is taking action.

When we’re expected to present three brand concepts to a client its very common that we’ve experimented with about 3 dozen ideas and iterations. Even if we hit immaculate conception in the first try we still continue drafting ideas. By continuing to create we can be certain that we’ve turned over every rock. Then we test it, adjust, and test again. Its the only way we can be sure that what we’ve created is nearly perfect for the audience we’re creating it for. Curious what our process is like? Take a closer look at any of our case studies.

The last thing to consider is the dynamic environment where your brand lives. Branding is not a one-and-done solution. Just because a brand may be perfect at launch, doesn't mean it will stay that way forever. As they say, change is the only constant and when that change occurs your brand should continue to adapt and evolve in order to maintain perfection.


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