Sometimes we outgrow what used to fit us so nicely. It happens to individuals and it happens to companies. We see it with clients frequently – a business is married to a brand that no longer appropriately defines who they are, how they do business, what they value and where they’re headed. They’ve outgrown their brand and it’s time for a change. It can be hard pill to swallow. The old brand fits like a comfortable shoe. But even well-made shoes lose their luster, stitching comes undone and soles wear thin. Being the local shoesmith, it’s our job to point out that it’s time for a new pair.
It usually goes like this. We are presented with a task to help a client achieve a specific goal. As we engage the client, we seek to understand how this given task works to strengthen the brand. Here’s the first sign that all is not well. The client reveals that this is merely a quick fix, something to draw attention, drive business and foster short-term growth. But, things don’t add up, draw attention to what? What’s the brand promise? Where’s the big picture thinking? Often, we sit around the table with members of a company who are unsure or disagree about what the company icons represent and how the company is perceived, internally and externally.
Recently, dgcg put our own brand through the process. We looked at the “+” that used to represent so much…and it felt old. We used to pride ourselves on the diversity of services that we bring to the table – and for good reason – there’s much to be said about an agency that can take care of a brand from head to toe. But, as all successful businesses do, we’ve emerged.
Our range of services is still an attribute, however, it’s not our greatest attribute and therefore it doesn’t make our hearts race. What does? Well, not trivialize the process, we must stop here and interject that it took weeks – and a number of deep, often emotional conversations to find the answer – and it wasn’t easy, at first. How do we encapsulate all of the passion and talent into a short understandable representation?
But, we looked hard at ourselves…and we liked what we saw. We are more than an ad agency. Hell, anyone can operate an ad agency. We simply dig deeper, work harder, care more and respect no limits. We don’t need no stinking + at the end of our name and “we don’t need no stinkin badges” either.
We found our answer…and energy flowed easily…smiles all around…a giddy up in our step. It was all “uphill” from that point on. As we freed ourselves from the old brand, we floated upwards, and we took notice.
Gravity – we defy you!
What we do for clients, we did for ourselves. Polished up a new pair of shoes and slid them on. With our new website, business cards, stationary, social media platforms and all collateral updated, we look at ourselves differently. Our new brand appropriately defines us and delivers a new sense of pride.
