refreshing our brand: why now, why bother?

Noetic has experienced a lot of growth in the past few years, as many businesses have in what was a long standing, booming economy. Times have suddenly and drastically changed and, like all businesses today, we are grappling with leaner and more difficult times. Before COVID-19, we began a brand refresh to reflect our growth as a brand and a company, and turning into the final mile of our launch, life as we know it changed.

Like so many aspects of business and life these days, we thought about tabling it. Delaying it. Even skipping it all together. We thought, with so many difficulties going on for us personally and in the world at large, why refresh our brand NOW? It seemed a luxury, a lesser priority and perhaps “tone deaf” to the struggles of our world.

But as we thought about setting it aside, at least for the time being, a voice deep inside told me this would be the exact wrong thing to do. Caring for our brand is exactly what we need to do right now – more than ever – all of us, each day, even each minute of each day.

WHY? Your brand, during the most trying times, is all you have, and one of the few things you can control during even the most uncertain times. I have always believed that one’s personal brand, as well as the brand of a company – large or small – is one’s promise to the world: who you say you are and will be, then, how you act – to be consistent with what you promise. When we are stripped of certainty, when we are fearful, when we are frustrated, disappointed, not feeling well, worried for our family and friends, worried about our finances, our freedoms…when we are deeply challenged personally and in business, this is when our brand is most tested, and we are most at risk for wandering off course. Perhaps Emma Jameson said it best: “Circumstances do not make a person, they reveal a person.”

At Noetic, we are focused more than ever on being true to our brand, and launching this refresh at this extraordinary time in our society is helping us remember who we are and who we always want to be: A company that leads with kindness and helping, with collaborating, with dynamic positivity, even in the darkest of days. A trusted partner and strategic advisor that empowers and inspires, especially if you’re struggling to find hope. A team that thrives on helping people and brands be the best they can be: authentic and true to themselves, and to the audiences they serve. A “North Star” for brand authenticity, who guide clients as they unlock their full potential and ensure their customers’ believe in what their brand represents.

As you work your way through your day to day, adjusting to the ever-changing and difficult climate of your personal and professional life, please know that we are here for you. We will continue to pursue our “North Star” and wish you good health and peace of mind as you pursue yours. We are here to help at any time.