“Building a brand today is a little like building a cathedral during the Renaissance. It took hundreds of craftsmen scores of years, even generations, to complete a major edifice.”
The above quote is pulled from the book The Brand Gap by Marty Neumeier. When reading it as the latest selection in Mobium’s very own book club, it was one of the quotes that stood out the most to me. It says something that’s very important to remember, but that can be very easy to forget: that you can’t expect a strong brand to happen overnight.
Because of the nature of the world today, it’s so easy to want, and even expect, most things to happen fast. But in reality, some things just can’t–and shouldn’t–happen so quickly. Including the building of a brand.
A great brand is something that people should have an emotional connection to, that is genuinely an important part their lives and one they would miss if it were gone. The kind of stuff that leads to a true, deep connection doesn’t happen over the course of days, or even months. In fact, our strongest relationships are typically based on years of developing a reputation that’s based on trust and respect.
When building a cathedral or a brand, you’re not going to get by without bumps in the road. As mentioned in the quote, it takes a whole lot of people working together. You might look at your progress at any given point and feel it’s not enough because you see there’s still work to do. But for every piece that still has to be completed, there are many other pieces that are already in place. The end result might not be coming along as quickly as you’d like, but you will hopefully be able to take a step back along the way and see that great progress has been made to having a truly awesome cathedral.