Our Branding Journey — A Focus on What’s Behind the Logo

There’s something magical about the process of brand development, especially when it comes to breathing new life into an existing brand, or launching something completely new. I remember the first time I was part of a major brand launch; the excitement was palpable, and the energy in the room was electric. As the founder of VisualFizz, I’ve been fortunate enough to witness this kind of energy countless times, and it never gets old. But what I’ve come to realize is that the true magic lies in the human and emotional connections that are formed during these moments of transformation.

Think about it: when you’re developing a brand, you’re not just creating a logo or choosing a color palette — you’re building a living, breathing entity that has the power to evoke emotions, tell stories, and connect with people on a deeply personal level. This is where the true power of branding comes into play, and it’s something that I’ve become increasingly passionate about over the years.

One brand that stands out in my mind is a company that had been around for decades, but was struggling to stay relevant in the face of modern competition. They had a strong legacy, but their brand identity felt outdated, and they knew that they needed to make a bold move to recapture the hearts and minds of their customers.

As we embarked on the journey of re-launching this brand, I became intimately involved in the process of uncovering the true essence of what made this company special — the stories that had been passed down through generations, the values that had been instilled in its employees, and the unwavering commitment to quality that had remained steadfast over the years. It was these intangible elements that had the power to reignite the brand’s spark and set it apart from the competition.

But this process wasn’t just about the company itself; it was about the people who had dedicated their lives to building it up, and the passion that they brought to their work each day. I remember sitting down with long-time employees, listening to their stories, and feeling a sense of awe at the depth of their connection to the brand. These were the people who would ultimately become the driving force behind the brand’s rebirth, and it was a privilege to play a small part in helping to tell their story.

The day of the brand launch finally arrived, and I still remember the feeling of anticipation in the air as we unveiled the new brand identity to the world. It was a culmination of months of hard work, countless brainstorming sessions, and more than a few late nights spent focusing over every last detail. But as the final email deliverable went out to the client — a zip file filled with sales decks, pitch decks, visuals, logo creatives, brand recommendations, etc., I was able to get the sense that the project was a success.

In the months that followed, I watched with pride as this once-struggling company began to thrive once again, reclaiming its rightful place in the market and forging ahead with confidence. But beyond the financial success, it was the human connections that had been forged along the way that truly resonated with me — the way that the brand had become a source of inspiration and pride for its employees, and the loyalty and love that it had inspired in its customers.

As I look back on this experience, and the many other brand launches and activations that I’ve been a part of since then, I can’t help but feel a deep sense of gratitude for the opportunity to play a role in these incredible stories. Because, at the end of the day, it’s not just about the logos, the taglines, or the marketing campaigns — it’s about the people behind the brands and the emotional connections that fuel their success.

So, the next time you find yourself on the cusp of a new brand launch or embarking on a journey of modernization, remember that it’s not just about the end result, but about the human experience that unfolds along the way. Embrace the stories, the emotions, and the connections that are woven into the fabric of your brand, and you’ll be sure to create something truly unforgettable.

Here’s an example of some of the beautiful brand work that we have recently helped launch.

Let’s build something beautiful together. Contact VisualFizz to learn more about our branding and go-to-market strategy work.

Written by Dan Salganik, Managing Partner at VisualFizz