Would you let your dentist cut your hair?

If like me you are follicly challenged, then this may sound like a stupid question. But let’s just imagine we all have a beautiful and strong head of hair (I wish).

For many, their hair is a big part of their identity - in the same way that a company’s logo is a huge part of its visual presence and culture.

It’s no coincidence that the most successful businesses are also the most successful brands. As we’ve said many times before, people buy brands - not products. And the financially astute invest in brands, not businesses.

With so much at stake, whether it’s your luscious locks or your business’s logo, why do so many people and companies entrust the wrong professionals with their identity?

Similarly, why do others take the DIY route? Would you cut your own hair? Good luck with that (unless you’re going full buzz cut).

Canva’s messaging has a lot to answer for. Suddenly we’re all graphic designers, right? Yeah, right. Don’t get me wrong, it has its place - but it’s not a tool for professional design, it simply lacks the functionality for that, in the same way that most of its users lack the design training, knowledge, skills and experience. It’s like giving a professional hair stylist a pair of blunt gardening secateurs and expecting them to create something wonderful on your bonce.

Just like photography, anyone can take a picture but only the select few with the right combination of natural talent and training can create truly stunning imagery. Even those with loads of training and experience but without the ‘eye’ for photography’ never achieve the results of the very best photographers.

But the real challenge isn’t at the brands conception. The damage is done once the brand is created and company’s entrust the application of their new house style with non-design professionals - printers, sign-makers, web developers, etc. We’re not saying all of these are unaware of the importance of brand integrity, but the majority are just interested in getting another job over the line and getting paid.

So in the same way that your hairdresser is best placed to help you maintain your do, the originators of your logo should also be your ‘go to’ for building and maintaining your brand.

Now some of will say – ‘of course we’d say that’ because we’re too precious about our work or that we’re greedy and want all the future design work. Far from it, we’re not precious – we’re passionate about the work we do and want to see it fulfil its potential. That’s why we always supply a simple to use and reference guidelines document for brand application to help our clients check and police future designs. We even extend a FoC check of any designs to help identify any discrepancies yet few ever take us up on this - why?

Furthermore, history and experience show that those clients who do come back to us to check and/or apply their logo properly invariably are the ones that have the strongest, most recognised and engaging brands. And let’s not forget, building a strong brand is more valuable than just building a strong business. Some of the best business ideas don’t get the traction and success they deserve because their identity and branding doesn’t reflect them truthfully and/or hasn’t been used effectively in their marketing mix.

If you take only one thing from this blog, please let it be this…

A brand is for life, not just for the launch. If you go to a dentist to get your new smile, don’t trust your future dental hygiene and health to your hairdresser. Likewise, if your hairdresser gives you the ‘do to dye for’, don’t expect your dentist to be sympathetic or able to maintain it for you. You’ll just end up with a ‘don’t’.