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The answer is simple.

Going deep to identify your authentic brand self.

Nearly every situation and organization we walk into shares a common theme: communications have become more complex, more layered, and the sales process has gotten murky and difficult to manage. The common problem? The company is way too close to the products and services, and the day-to-day operation and politics. More often than not, we are there to simplify.

Easier said than done? Absolutely. Stakeholders talk about the reasons why they cannot change using similar language and patterns. Generally, it is people who are so passionate about their one piece of the pie that they fail to see the other pieces and their own individual passions. Our biggest early challenge is getting people to see the big picture and understand the greater purpose of the organization.

First, we strip away the years of cobwebs: the politics, the outdated reasoning, turn over of people – all the things that lead to an inward-looking organization. Then we talk with customers: the current ones, some prospects, and a few that left. We find out the true pain points vs. the ones that seem to be prevalent from the inside looking out.

A common thing that we find is that the company is no longer capable of seeing past the day-to-day tasks. Even mission and vision sessions have diminishing returns almost immediately because of their lack of implementation and tangible results. Unless the outside world sees your reason for being, it really doesn’t matter at all.

Too many companies also just go through a cosmetic rebrand. That is, they paint over the cracked paint and think they have made a difference. A true rebrand goes deep: scrapes the old paint off, sands thoroughly, cleans up, and then starts to repaint once again

It takes a lot more work, but the result is always cleaner, simpler, more evident to the outside world, and far more sustainable. And it begins to pay dividends right away.

Photo of Jim Hume.
Jim Hume

As the principal and founder of Phire Group, Jim works closely with clients to build brands that match an organization’s reason for being with their desire for solutions. Jim started the agency in 2004 with the philosophy of engaging a brand’s community to help shape and recognize its full potential. With more than 20 years in the industry, he’s worked with clients ranging from Fortune 100 companies to startups in consumer goods, healthcare, technology, education, business-to-business, the arts, and more.