Without knowing where you are on the map, you won't know whether to turn left or right going out the door, no matter how clear your goal.

→ David Allen, Ready for Anything

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There are two ways to build your brand.

The first is reactive, & the other is proactive. Both tend to happen at various periods during the lifecycle of whatever it is we're building.

In the beginning, when we're all hope & positivity & crossed fingers, we tend to react more often. We react to things that seem to be working & those that could be better, or to an idea from a recent book or podcast. It's both natural & useful to give ourselves the space to find our footing in the early days.

At some point, though, we get enough experience to be able to pick our heads up & look beyond the next immediate decision. We start to have a bit more confidence in our ability to manipulate the future.

This is when we want to get proactive, to start making decisions rooted in our vision & our values. It's when we want to start acting like designers, making decisions based on where we want to be in the future & not just where we are today.

There will always be a need for reactivity. The feedback, the process of learning & iterating, are essential.

But don't forget - as much & as often as possible - to look ahead & work backward. Don't forget that you have more control over the design & direction of your brand than you realize. Don't forget to ask yourself questions & give yourself the space to explore the possibilities.

What do you want a typical day to look like in 5 years? What am I doing that I no longer want to be doing? Where do I want more flexibility or more structure? How much money do I need to be making?

It's possible to stumble your way into a life & a brand that answers these kinds of questions in a way we find satisfying.

It's also possible to slow down, to be intentional, & to chart our course before we set off on it.

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Functional Branding exists to help change-makers make change. If I can ever be of service to you, just hit reply.