Find the Red Thread at TamsenWebster.com.
In all the years that Tamsen has done branding and messaging strategy, the one thing that always been true is that no one is ever happy with the result of a branding or rebranding exercise. The reason for that is that we tend to confuse a brand with what creates it.
When we do a rebranding, we’re ultimately trying pass off the complete ownership of who we are to somebody else. The problem with that is that nobody is as much of an expert in who we are as we are. The only way to make such an effort successful is to find a way to blend your expertise in your own self with a branding company’s expertise in what the market looks like, what messages are effective, and what effective brands look like.
When you step back, you realize something very important: the brand isn’t the baseline of an organization— it’s the manifestation of something else: the Red Thread. It’s the manifestation of why you do what you do, the way that you do it. Figure that out, and the rest will take care of itself.