Often, when we present our work to the world (another way to describe branding), we get super fixated on how we should look. We think about what people would want to see (haha, this always makes me laugh…. who the hell are these people we think about ?!).

So we create a polished, professional brand and wait for people to come running.

But here’s the thing: I’ve yet to meet a human being who can relate to a super polished, professional, one-dimensional brand. They lack personality. And to be totally honest, those kinds of brands are pretty freaking boring.

I said I would talk about why evolution can be good for business…. and here’s my take on it: Evolution means you are growing. It means things are moving. For most businesses, it means you are paying attention — to your customers/clients’ needs, to the times, to the industry and to your own gut instincts.

It also means your business remains relevant. Things stay fresh (which means you stay excited about your work). For me, change in my business has almost always been a good thing. Keeping a clear vision of where you want to go, but remaining flexible on how you get there is super important. Too much rigidity will kill your business.