Beginning is always exciting. It's like the first step on a long hike when everything is new and your heart is racing and you're ready for anything.
There is an exhilaration to getting started because it represents a freshness and a clarity. Your goals and direction are set and you feel like anything is possible.
Then a few months go by.
You've been working, but you don't feel the drive anymore. You have the capacity to accomplish your goals, but it just seems boring now. It might not seem boring to other people, but it is to you.
Coming back from a place of disinterest is not impossible.
In order to combat the stale attitude of indifference, you must commit to three things:
- Consistent reminders of why your brand exists.
- A dedicated and thoughtful approach to specific goals.
- The allowance of fresh, new methods of accomplishing those goals.
Remind Yourself Why
Some of the most common questions I ask brand creators is, "Why? Why is what you do important? Why does it matter? Why are you doing this?
I recently said this on Behind the Brand:
If there is anything that you should wrestle with through the night, it should be this question: how would the world would be any different if your brand did not exist?
You must know the answer to this question. If it wouldn't be any different, you may need to reevaluate what you're doing. If it would be any different, you need to hold on to that.
There is a reason your brand exists, and you need to know what it is.
Get Your Goals Sorted Out
Every brand needs to have markers along the journey. These are goals, achievements on the way to the destination.
Ask yourself two questions:
- How do I this brand to be known in 15-20 years?
- What are some of the major steps it will take to get there?
The answer to the first question is your destination, and the second are smaller goals that help to get you going in the right direction.
I see a lot of people who have no idea what they are doing, but they're just doing it because they kind of like it. Doing something you like is great, but doing something you like with zero intentionality won't get you anywhere.
Mix Up the Journey a Bit
Mindless repetition is easily one of the biggest catalysts toward becoming bored of your own brand. It breeds stagnation, which leads to the desire to do anything different. Often this leads to wanting to work on things other than your brand or passion, which is antithetical to building a strong brand.
If you don't want to become bored of your brand, you may consider allowing yourself to deviate from the constant routine and introduce something fresh.
This doesn't have to be a radical step, but simply exists as something to break up the monotony.
- If you only produce digital work, you could add in a physical component to your process.
- If you own a clothing company, you could try adding non-apparel products to your line.
- If you have a team, you could introduce a monthly or bi-monthly retreat to brainstorm ideas, have shared experiences, and simply get out of the office together.
As long as you're still headed toward the goal and maintaining your brand mission, feel free to experiment and try new things. You may be surprised at how much your brand flourishes.
If you find yourself getting bored of your own brand, ask yourself "why?". What's changed? Where did the spirit and passion go?
Self-evaluation is a vital part of the brand journey.