I'm sitting at the swimming pool, jotting notes from the day's events. It is near closing time. The lifeguard skimmed out stray leaves, checked and emptied the filters, and is now examining water samples to measure the pool chemicals.

As I watch him work, it makes me realize how much work it is to maintain a swimming pool. It's not something you "fill and forget." You have to maintain it on a daily basis.

Each day the water is filtered, clean and the chemicals balanced - made perfect. But through the day - as people use the pool and environmental debris falls into it - the chemicals again become imbalanced and the water dirtied. If not treated, you get bacteria, algae, and other gunk.

This got me thinking. How many of us have treated our brand as "fill and forget?" (I have a book with a language guide, logo standards, and templates... isn't that enough?)

Or do you think about how your brand is affected (daily) and changed by your users and the environment?

Are you slowly collecting products or services... adding to the point where - if you check your filters - you'd realize you're clogging things up? And preventing clarity of your brand?

Just like a swimming pool... users, time, and the environment affect your brand. I recommend maintaining a regular brand filter system, skimming for debris, and making sure you keep things clear for your users.