A proper (re)branding trajectory takes time. There is a lot of work that needs to be done on the strategy as well as on the execution side. The identity of a brand consisting of 3 key parts. The core with the mission, vision, values, etc. clearly articulated. Second part are the brand elements like the logo, typography, colors, tone of voice, etc., and last but not least brand application - company website, social media, advertisement, etc.

I believe in (e)motion first branding approach. And yes, I kind of invented that myself. Thinking about brands driven by emotion rather than functionality, and always in motion, brings me to a digital first approach centered around people. Most brands are still made with only print in mind. But branding is way more digital than analogue nowadays, and with the help of the internet any brand can reach real people in matter of seconds nowadays. The challenge is - What do you say, and how do you say it?