Road Construction

There’s a new hospital going up about two miles from my house.

The problem is, over the past two months, they’re also rebuilding the road right in front of the hospital.

Some days it’s closed completely. Other days it’s partially open.

I don’t work in road construction, but they are taking a long time to get this thing built. At least that’s in my non-construction professional opinion.

But the hospital and the road will (likely) last for decades. There’s potential that my kids’ kids will use that hospital and drive on that road

You see, I want these to be built quickly. I don’t want to wait. I want them to build the road in four days and be done with it.

But ultimately they’re building something that will last a long time.

It’s the same with your brands. If you build your brand too quickly, it won’t have staying power.

Remember Beanie Babies? That was a brand that took off like wildfire but fizzled out as quickly as it started. The marketplace is littered with dozens of similar brands.

Then you have brands like Coke and Ford. These companies have been building brands for a long time. They have real staying power. They aren’t likely to go away anytime soon.

So when you’re building a brand, don’t try to cheat. Don’t build in four days what should take months or years. It might seem like it works, but it will likely come crashing down in the future.

Building a brand takes time. It takes work. Because a good brand will last a long time. You’re building a road. So do it right.

And just maybe it will be around for a very, very long time.