I’ve been drinking the same k-cup coffee my entire adult life because it’s what my dad drank while I was living at home, and it was yummy and felt safe.

So for the four years I was in college, and the past five years since I graduated, I’ve continued drinking that same k-cup coffee.

A couple weeks ago, my mother-in-law brought over some k-cups from a variety pack that she didn’t like, and I didn’t want them to go to waste, so I tried them, and they were DELICIOUS!! I was amazed at how good at-home coffee could be, especially coming from a Keurig!

Drinking the “safe” option kept me from having way better coffee in the morning for the last 9+ years…?

At this point you’re probably wondering what the heck this has to do with design or business, and I get it, but trust me on this one.

So many times I find that my clients have done the “safe” thing in business because it’s what they were taught when they got started, or it’s gotten them to this point.

“But, Jordan, I’ve had this brand/logo/color palette/font forever. It’s good enough, and it’s been working for me for this long!”

Is it actually good enough?

I mean truly, how do you know that what you have now hasn’t prevented you from booking the clients of your dreams for the last 9+ years (like my go-to k-cup coffee was)?

You probably DIYed your brand, hired someone on Fiverr for real cheap, or downloaded a brand template and tweaked it.

You ended up with something you like, maybe even love, and it didn’t break the bank, I get it! But all those options mean that your brand was built on aesthetics alone, not strategy or data.

Only a brand built based on data + strategy can truly “get the job done”

Your brand’s job is to speak directly to your dream clients, to make them feel comfortable and excited to work with you! Every detail from your color palette and font selection to your final logos needs to be intentionally curated. If you haven’t conducted market research, or hired a professional do, then how do you actually know what your dream clients need to feel that way? You may have a beautiful existing brand that isn’t converting because it wasn’t designed with your dream clients in mind. That’s where I come in ?

Now before you start to think “but it still needs to be beautiful!” let me tell you now that I completely agree! A brand can be both strategic AND stunning, and that’s when you can start to let your foot off the gas pedal that is marketing your business 24/7 on socials. When your brand speaks to those you want to work with, you have to do a lot less work ??

Sticking with your same old comfortable branding/way of doing business could be keeping you from having better clients for 9+ years (like my coffee did) and friend, I don’t want you to be stuck for that long not reaching the people that you’re dreaming about…