Maybe it will grow on you

“I don’t know, Maybe it will grow on me”

A new brand should feel uncomfortable at first.

When Phil Knight worked with the designer on Nike’s famous “Swoosh”, he wasn’t immediately on board with the design. He asked for “something that evokes a sense of motion” but kept requesting new versions. Even after several iterations on the shape of the logo, he still hesitated and said, “I don’t love it,” he said. “Maybe it will grow on me.”  And it did. 

Like a new logo, an aspirational brand positioning that gives you room to grow. If it doesn’t fit perfectly at first, take it as a good sign. Your brand is your competitive advantage. It allows you to charge a premium price and connect deeper with your audience. 

So lean into the discomfort rather than sticking with something safe. As Knight wrote, growth is essential, “Life is growth. Business is growth. You grow, or you die.”