Branding is not a 9 to 5 gig

In 1887, thirteen year old Spanish cello player Pablo Casals walked into a music store and bought the sheet music for Bach's Suites for Unaccompanied Cello. Casals took it home and practiced for hours. He then proceeded to repeat that practice every day for the rest of his life.

Today, his masterful recording of that piece of music is considered the definitive interpretation, despite the bumps and hisses due to the limitations of the recording technology of the time. Minimalist, passionate and overflowing with emotion, the music continues to be used in film and commercial alike.

If you're good enough and disciplined, you inevitably become more successful at what you do. But it requires rigorous devotion and unwillingness to compromise. In the same way, the best brands are ones that are diligent in every application of their brand, not just their visual identity. Everything from how you answer your phone, to your email signature to the signage in your company is a tangible manifestation of your brand, one that clients remember. Your brand is something you need to consider every day. If you're hardworking and fortunate, your brand may one day be considered a definitive classic, like the Casals suites.

Although you can't slack off. When Casals was 93, he was was asked why he continued to practice the cello three hours a day. Casals replied “I'm beginning to notice some improvement.”