Being ‘practical’ means having real, hands-on experience working with your brand. You know what is involved in the creation of your brand, and because of that, you have the skills and knowledge to tweak and make changes in the future. You can help your brand evolve as your business grows. Besides, no one knows your brand better than you.

Being realistic about the resources available to help you build your brand is ‘Practical.’ Agencies are pricey and not immersive. Designers and website builders only scratch the surface with visual design. And, finally, doing it yourself by cobbling together a brand through piecemeal efforts, working to develop each piece of your strategy dot-by-dot is more than challenging—it’s insanity.

‘Practical’ is also realizing that skipping out on brand creation is not an option. There isn’t a foundation in which to build on without a brand. You cannot market if you don’t have a brand strategy and you haven’t any means to influence and attract your audience. Not building a brand is bad for business.