Over the last six months we have been working with a branding specialist. His job has not been easy. His first meeting with us revealed big differences of opinion within our team. We managed to overcome this and met him again. The second time was almost productive until we found our core values were misaligned.
Every meeting we had raised more questions. Eventually it felt like a counselling session rather than a productive meeting. We didn’t make progress at the rate we expected and bigger uncertainties were becoming soul destroying. A brand identity looked ever further distant and increasingly confused.
This week, the branding specialist reported he could no longer work with us. He felt stifled and it was not constructive. I was disappointed. Then I was angry. Then I was determined to prove him wrong. Then an emotion I hadn’t felt for a long time appeared.
Now I’m not sure what that emotion really is but the first time I felt it was as a six year-old watching science-fiction on 1980’s TV. It’s hard to explain but suddenly, the emotional connection we couldn’t find is definitely here. Better still, what we need to do next is crystal clear and ridiculously sensible.
