Branding is the activity of aligning what you want people to believe with what they actually believe. It is a reciprocal process that requires both the brand and its consumer to move towards one another.
Many brands refresh their look and feel to build a deeper connection. They listen to the signals being sent by the market and adjust. This is not just a natural products phenomenon. Apple refreshed moving from the rainbow-colored apple to the single-color logo of today. Buick changed its messaging to appeal to a younger driver and have re-energized their product line to attract those buyers.
Brands are living organisms. Like consumers, they evolve and grow over time. Those that have been around for a long time and remain healthy look and sound very different from what they did even 10 years ago. There is a graveyard of brands which have failed to evolve. The demise of Sears is a recent example.
It’s hard to change. As a founder, the look and feel of your brand is tethered to your own identity. You’ve given birth to it, and it’s challenging to let go. It’s like your kid whose clothes you’ve laid out for them every day suddenly pushing back because they’ve developed their own sense of style. You can’t fight it. You can only help nudge it in the right direction.
It’s our turn now to refresh our brand. It wasn’t easy to set down what we built. But I am really excited to introduce you to our new look and feel. The market gave us good feedback. We learned that “The Intertwine Group” sounded formal and we are anything but that. We also had many folks who thought we were in the wine business. Despite the word “wine” being in our brand name and my penchant for drinking it, we are not in that business. Lastly, with the addition a year ago of Waven’s warm, quirky, creative brilliance, a stuffy brand just didn’t feel right.
It is my pleasure to introduce you to TIG pronounced like “Dig,” but with a “T.” We hope it feels more informal and approachable. It clarifies that our only dealing with wine is my personal consumption and proximity to wine country. The latter impacting the former of that I am sure. Lastly, and most importantly, it better reflects our commitment to being warm, quirky, creative people who are passionate about helping natural product brands grow.
A little bit about the new logo featured above. Our premise from day one is that there would be no separation between our brands and us, that we would be intertwined. The new logo takes that on graphically with the intertwined “I.” The leaf sprouting from it dotting the “I” signifies growth. I feel we are now communicating all of that in a simple three-letter logo versus the eighteen letters plus a tagline that we used previously. A quick shout out to the MHD Group for helping bring this to life.
There you have it, we’ve done a brand refresh. I can wipe the sweat from my brow and start listening again to the market for future signals that a change is needed. I encourage you to do the same for your brand.