Is it really a rebrand?
Can it really be a rebrand if you only change what you’re saying?
Yes.
Years ago, an excellent client was frustrated with us. She told me the last few emails didn’t feel right or have the same strong branding as what she was accustomed to from 5+8. I was upset and quickly looked at what had been done. It all looked great and was as polished as ever. When I asked her what she didn’t like about the look, she said, “oh, it looks great, but the voice doesn’t have that same edge“
“Oh, I thought you said the branding.” I said.
“I did.“ She said.
“Oh… so I don’t know what I am doing or what branding really is and oh no...” I said in my head.
As someone who started on the design side of the industry, I didn’t give copy credit. I thought it was filler for my flyers. Now, I am on the other side, and storytelling is a strength. The power of storytelling can not be understated. Many people know that.
What people don’t realize is that storytelling is powerful even if YOU don’t believe it. It matters that YOU believe the storyteller believes it.
At our best
So when we rebrand ourselves as, “The best branding agency in Houston“ you don’t have to believe it. But, you better believe we believe it.
The truth is, it’s not even a tagline, it’s our mission statement and has been for many years. We just decided to tell everyone instead of keeping it to ourselves. It’s six words, it’s easy to remember, and it gives us a clear mission. The irony is we're not going to be the best because there is no such thing. But, words like “exceptional” and “innovative” don't get me out of bed every morning. I can jump out of bed to be the best.
This mission statement also has a cheat code inside it. B.E.S.T. is an acronym (Be better every day, Empathy, Self-awareness, and Trust) Yeah, like a 1991 human resources video. B.E.S.T. is a cheat code because it lists the four things we need to do to achieve our mission.
So, can it really be a rebrand if you only change what you’re saying?
Yes.
But, you better say something big and that you believe.
