We all love talking about our wins.
The big launches, the applause, the success stories that sound perfect in hindsight.
But the truth is — your brand isn’t shaped when everything is going right.
It’s shaped when things go wrong.
The Call That Changed Everything
Years ago, I was leading my brand agency when we signed one of our biggest clients — a major regional company undergoing a complete rebrand. It was a dream project. The strategy was tight, the design was strong, and the team was proud of the work.
Then came the call.
A week before launch, the client’s CMO reached out — and he was furious.
“Jerome,” he said, “this isn’t what I signed up for. The team missed the mark. We’re pulling the plug.”
My heart sank.
Months of work. Countless hours. Everything suddenly on the line.
I could’ve defended the work.
I could’ve blamed miscommunication.
But instead, I took a deep breath and said:
“You’re right. We missed it. But we haven’t lost it. Give me 48 hours — and I’ll lead the turnaround myself.”
48 Hours of Clarity
For the next two days, my team and I worked around the clock.
We didn’t just fix the visuals — we revisited the story.
We went back to the “why” behind the brand.
When we presented again, the CMO leaned back, smiled, and said,
“Now this is our brand.”
That rebrand went on to win multiple awards.
But more importantly, that CMO became one of my closest clients — and a trusted friend.
The Real Lesson
That moment changed the way I saw branding.
Because your brand isn’t built in the highlight reel.
It’s revealed in the crisis moments — when the pressure is on, and your values are tested.
Your brand is built in:
How you respond when things go wrong
How you take ownership
How you rebuild trust
How you show up when the spotlight burns the brightest
A strong brand isn’t about perfection.
It’s about consistency, courage, and character.
What It Means for Leaders and Organizations
Whether you’re building a business, leading a team, or shaping your personal brand — the same rule applies.
Ask yourself:
When things go off-track, how do we respond?
Do we defend or do we listen?
Do we protect our ego, or our values?
Because people — your clients, your team, your audience — see it all.
And that’s what builds (or breaks) trust.
Trust, not design, is the foundation of every great brand.
Where Our Work Comes In
For over two decades, my team and I have helped organizations build brands that don’t just look good — but stand strong under pressure.
We partner with leaders to:
Clarify what their brand truly stands for
Align teams behind a shared story
Create brands that inspire belief — inside and outside the company
If your organization is at a defining moment,
we’d love to help you build a brand that’s as strong in action as it is in story.
Final Thought
Your brand isn’t built in your best moments.
It’s revealed in your hardest ones.
Because when everything is tested — that’s when the real brand shows up.
