Here’s what I learned from Moses about rebranding. (Cheesy, I know, but stay with me. This one’s good.)
Sometimes, you need a rebrand because your message is changing. But sometimes, your rebrand happens because you’re revealing more about who you really are, and that helps your audience know you more. Nothing has changed, it’s just that more is now known. After all, your brand isn’t what you say about your business, it’s what others say about you based on how they experience your business.
The Moses I Knew
My image of Moses, his “brand” that lives in my head, has been formed over decades, largely based on stories told. Disney’s Prince of Egypt shows him laughing, a little arrogant, but then knowledge changed him, justice suddenly matters, and he takes a stand and disappears for a while. He comes back confident, trusting, commanding plagues and leading his people to freedom. And we see his righteous anger with the slaves in the desert as they continually whine and disobey God.
Even taken straight out of scripture, his front-and-center moments are pretty impressive. Plagues, parting the red sea, receiving the Ten Commandments (then breaking them), admonishing the people, holding his arms up in the battle; they all show him as a righteous but confident dude. Don’t mess with him. A leader, through and through.
Then, I read Numbers 12:3 a few months ago: “Moses was the meekest of all men, there were none more meek.”
New Moses, Who Dis?
Um. Excuse me? Meek? Same Moses? Wait, what does meek even mean, maybe I’m remembering it wrong… But there it is, right in scripture. It wasn’t hidden, I just never saw it, or took the time to notice it. But there it was, God’s personal reminder that I had Moses all wrong. There was so much more to him! Now that I see him as meek, that leadership looks so much more like obedience. His confidence looks so much more like trust.
Moses didn’t change, but I changed how I viewed him because I learned more about him. And I can learn so much more from this version of Moses; I am better served by this Word.
Is your brand’s story being told?
What do people know about your business? Your mission? Are you telling your full story? Would your customers/clients learn more from and be better served by knowing you and your business more deeply?
The flashiest part of rebranding is changing how you look, but that’s not usually the most important/effective part. Changing how you show up for your audience, what they know about you and how they relate to you, can make the biggest difference in how your business is able to live out its mission.
So, maybe it isn’t a full rebrand you need. Maybe it’s a simpler refresh; keeping your message but telling your story more thoroughly, shifting attention to the lesser-known parts in order to paint a fuller picture. Helping people interpret your visuals and image into the correct version of your business.
If you need help discerning which parts of your message need to come forward, and where to shine the spotlight so that your brand’s light shines brighter, I can help. My BrandSpark Brand Strategy process takes you through every aspect of your brand, your audience, and your current market, looking for the underlying thread and highlighting what makes your brand tick. We put together a framework to identify your brand’s story and tell it in a way that resonates with who is meant to hear it. Reach out if you’d like to discuss how that could look for your brand.
