Are you settling for good when great is within reach?
In marketing, it’s easy to stop when things are “good enough.” You’ve got a solid strategy, some positive results, and got the job done—everything seems to be working. But here’s the truth: if you’re aiming for “good,” you’re only missing out on what is possible.
Good is safe. Good gets results. But greatness? Greatness elevates your brand, and sets you apart from everyone else. It generates a reaction of excitement.
Keep pushing. Don’t stop at good.
To stand out in today’s crowded market, you need to dig deep. You have to push harder. It’s about pushing beyond the first answers to discover what truly resonates with your audience.
Good is comfortable. Getting to greatness in your brand identity may be hard because the deadline may be quickly approaching or it is pushing the project past the budgetary limits.
Yet your brand deserves more than just good—it deserves greatness. This is the lesson we had to remind ourselves amidst the rebranding process of a client’s new name and logo.
Is greatness worth it?
When faced with dozens of good possibilities, and especially one that our hearts were set on—we were forced to go further because the client wasn’t resonating with our idea.
Even though we had done our research, we needed to trust our client. The executive director knew the heart of their mission more intimately than we did. So we had to work harder, keep pushing, and give another dozen ideas for a new name. One that ultimately resulted in an audible “wow!” from our client when it was presented.
We’re so grateful our client pushed us past the good to get to great. Lesson learned.
In episode 17, we share how Veterans Heritage Project became Imprints of Honor.
