Safety or Greatness - The branding change curve #brandsuccess #design #brandingexpert

When a brand goes through a repositioning process, clients often fall in love with the new visuals, the new language, the new approach. But there comes a pivotal moment when they have to step into that new persona—and this is where the tension arises.

There’s a natural resistance.
The tendency is to start pulling back, to soften the boldness, to scale down the brightness, to shrink from the potential. I see this in the form of 'softer', more generic words, and safer visuals, returning to what’s comfortable.

It’s something that can undermine the very power of the repositioning.

The truth is, this tension is universal. It happens with every client, no matter how excited they are about the new direction.

When you're repositioned, when you’re elevated, there comes a moment where the client has to confront a big question: Am I truly prepared to go all in on this?
Am I ready to fully embrace this new identity? Am I prepared to own this new language, this new look, this new tone?

It’s one thing to love the ideas in theory, but it’s a different thing to live them, to stand behind them fully.

So here’s the punch:
• What will it take to kill off the old and step into the greatness of the new?
• What does it take to say goodbye to the bland, the safe, the familiar—and step boldly into the future you’ve designed?

That’s the challenge we all face in becoming distinctive.
Committing to the new vision, even when it feels uncomfortable or risky. Because if we don’t take that leap, we risk losing the very power that could elevate the brand to its fullest potential.

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