Procrasti-branding: when redesigning feels easier than doing the hard thing

I’ve been calling this procrasti-branding.
It looks productive. It feels productive. It is… not productive.

You know, like when your brain decides that rebranding your entire business suddenly feels way more appealing than doing the actual thing you’re avoiding.

Need to get that uncomfortable thing done?
You should be able to do it…
…but somehow redesigning your logo, picking new colours, or rewriting your About page feels urgent and important.

Ask me how I know. 😅

Right before we moved into our new home, I felt a very strong urge to rebrand.

Like… very strong.

I chose this mountain-esque background for my logo. It looked cool. It felt elevated. Very aesthetic.

Were there mountains around us in Port Coquitlam?
Yes.

Did I hike them? Visit them? Live some kind of mountain-girl lifestyle?
Absolutely not. 😂

There was zero grounding in reality.

What I was actually doing was avoiding something much harder:

• setting up reasonable time blocks

• separating client work from admin work

• creating boundaries for myself

Because if I was busy branding everything under the sun, I didn’t have to deal with the uncomfortable stuff.

Classic procrasti-branding.

Now I’ve moved back to Maple Ridge, the place I grew up.

Still surrounded by mountains, ironically…
…but I don’t feature them in my branding at all.

Instead, I feature me.
My work. My stories. My experience.

And thank god I didn’t change my colours back then, or I would have created the biggest make-work project imaginable.

Did that mini rebrand force me into some offer clarity?
Sure. And that part was helpful.

But that wasn’t the point.

Now, this is very different from the times when a rebrand actually is needed.

Rebranding makes sense when your branding is so disconnected from your reality and your offers that it actively confuses people.

If it’s not doing that?

Then chances are…
👉 it’s not your branding that’s broken.

It’s probably something much closer to your face:

• your pricing

• your client experience

• your systems

• your focus

• your consistency

No business was ever made or broken because of a logo.

Just sayin’.

My business partner in Marketing Club lovingly reminds people of this all the time:

“No one cares about your logo.” -direct quote from Jennifer Kolbuc LOL

And she’s right.

Unless you’re slapping it on merch or selling it as part of your product, we are the only ones obsessing over it.

So if you’re feeling the urge to rebrand right now, ask yourself these three questions:

1. Is my branding actively confusing my people?

2. Does it reflect what I actually do today... not who I was or who I served two years ago?

3. Am I avoiding something harder by wanting something new?

If the answer to those is a loud, obvious YES, then by all means, reach out. Let’s talk about your branding. I literally do this (websites, branding, marketing!) for a living. 😉

But if you’re just procrasti-branding…

Then this is your permission slip to:

• leave the logo alone

• stop redesigning for dopamine

• and focus on the foundation that actually moves your business forward

Clarity beats novelty, and focus beats aesthetics.
And intention beats impulse, every time... I promise!

💛
-Brittany