You Probably Don’t Need as Much as You Think You Do

One of the easiest things to do when starting a campaign, organization, event, or new project is to make a very long list of everything you think you need.

A new logo. A website. Business cards. Social media accounts. Flyers. A newsletter. Maybe some shirts. Probably a brochure. And before long, you've created a pretty expensive to-do list.

I've been on both sides of this. I've been the person trying to get something started, and now I work with people who are doing the same thing.

One thing I've learned is that you probably don't need everything at once.

You need the right things for where you are right now.

Start with what you're trying to accomplish

Before deciding what you need, figure out what you're trying to do.

Are you launching a campaign? Trying to attract new members to an organization? Promoting an event? Establishing a professional presence? Trying to communicate more consistently with people who already know you?

The answer matters.

If you're promoting one event, you probably don't need an entirely new website. If you're launching an organization that needs somewhere permanent to send people, you probably do.

The solution should fit the problem.

Don't create things just because everyone else has them

This is an easy trap.

Someone else has a brochure, so maybe you need a brochure. Another campaign has a certain kind of sign, so perhaps you need one too. Every organization you follow seems to be on a particular social media platform, so you create an account.

But is anyone going to use it?

I've become a big believer in asking that question before spending time or money creating something.

If I can't identify what something is supposed to accomplish, it may not need to be on the list.

Build in stages

Not everything has to happen on day one.

Start with the things you need to operate and communicate effectively. Then add to them as the project grows.

A new organization might begin with a logo, basic website and a few communications templates. Later, it may need event materials, a newsletter, or more sophisticated digital tools.

A campaign might begin with its visual identity, website and announcement materials. Literature, signs, event materials and other pieces can follow as they're actually needed.

Building in stages also gives you the opportunity to learn what's working before investing in more.

Spend where it makes a difference

Budgets are real.

That's particularly true for first-time candidates, small nonprofits, volunteer organizations, and community groups.

You don't need the most expensive version of everything. But there are places where doing something well from the beginning can save you time and money later.

A flexible logo can be used across dozens of materials. A well-built website can grow with you. A few good templates can make future communications easier and more consistent.

Sometimes spending a little more on the foundation means spending less fixing things later.

Leave room to change your mind

You are going to learn things once you get started.

Maybe the social platform you thought would be important isn't where your audience is. Maybe people respond much better to one type of event than another. Maybe you discover that something you thought was essential really isn't.

That's normal.

Your original plan shouldn't become a list of things you have to do simply because you wrote them down at the beginning.

Keep what works. Change what doesn't. Add things when there's a reason to add them.

Start with what you need

This philosophy is a big part of how I approach consulting.

My goal isn't to convince someone they need a bigger package, another piece of collateral, or one more service.

It's to figure out what will actually help you move forward.

Sometimes that's a full website and visual identity. Sometimes it's a palm card. Sometimes it's helping organize a project that's gotten a little off track.

You can always build from there.

You don't have to start with everything. You just need the right place to start.