Fast Food vs. Slow Cooking



Hi everyone!

It’s been a bit since I’ve jumped over here to share some personal insights (I’ve been doing that more in my newsletter), but this is something that’s been on my mind for quite a while. Lately, it seems that the branding process is expected to be quick, painless and perfect. I am here to tell you that in my almost ten years in this industry, this is simply not true and also not fair to my peers or clients.

I look at it this way: you go to a fast-food restaurant for a quick fix, a yummy but maybe not so carefully crafted meal. Totally fine. Fast food is exactly what it is. It serves your immediate needs. When clients come to me expecting a new brand “ASAP” or even in 2 weeks – it isn’t their fault. There are plenty of studios out there promising amazing branding in a few short weeks or even days. And the product looks pretty good in the end. I can see why this would start to set a precedent. But, let’s be clear: a color palette and font selection aren’t a brand. They are pieces of a larger puzzle that help convey a brand’s message, values, and personality. You have to dig in a bit to uncover those core attributes. They aren’t always obvious and need some introspection.

Me, on the other hand? I prefer a “slow cook” process with lots of hand-picked flavors and careful measuring to make it amazing. Oh, and I’ll throw some secret ingredients in there, too. I think of it as an overall experience. It isn’t by the book, but it’s always based on the person I’m working with’s taste. It takes some testing and adjusting to get it just right. It’s not lightening fast, and it requires time on both of our ends. It can get a little messy, and it takes some patience. The result, however, is something you remember, feel connected to want to share with others – and they’ll remember it, too. Now, don’t’ get me wrong – time is of the essence, but let’s not rush the process – that’s part of the fun!

See where I am going here? Maybe it’s because I am trying to cut processed grains out of my diet that I am relating all of this to food right now! But, you all know I love some metaphors.

The past several months have opened my eyes to the fact that I am more of a slow-cook process. At first, that made me nervous. I felt I had to speed it all up. But what I’ve found is that my branding magic happens when I am learning about my clients and dreaming big dreams for them. And that just can’t be rushed.

What do you think about this? I’d love to hear from you!

Now…I’m off to the mountains for a little family time and fresh air. Have a great weekend, ya’ll!



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  • Tatiana says:

    I love this post! It’s so true that anything worthwhile can’t be rushed. While I’m not an expert on this subject, I wholeheartedly agree that branding (like creativity) is a process, not something that just falls into place overnight.