@esdotge

Returning is underrated in branding. Every year around this time, a lot of people go back home. You walk the same streets, see the same faces, feel the same old smells. It’s emotional, but it’s also a quiet audit: “Who was I then? Who am I now? What have I actually built in between?”. Brands need that kind of return too. Going back to your origins doesn’t mean becoming nostalgic or stuck. It means revisiting the first promises, the early energy, the reason you existed before metrics, investors, or roadmaps. What did you want to fix? Who did you want to help? What part of that is still alive—and what got lost along the way? Good strategy is often a loop, not a straight line. Every so often, a brand has to “go home”: * Back to old decks and notes to remember the original intent. * Back to early users to hear why they fell in love in the first place. * Back to the first design decisions to see what still feels true and what is just visual noise now. Looking back is not the opposite of innovation. It’s one of the best ways to create it. The same way stepping back helps you see a painting better, returning to your roots gives you perspective to choose the next move with more clarity. You can decide what to preserve, what to upgrade, and what to finally let go of. Branding, at its core, is a long trip where you leave home, explore, get lost, and then come back with new eyes. The brands that grow well are not the ones that never change; they’re the ones that keep a living connection with where they started. They know how to return, recharge their meaning, and then step forward again with more intention. Sometimes the most strategic thing a brand can do is exactly that: go back home, remember who it is, and from there design where it wants to go next. 🥇floc* - @floc 🥈degen - /degen 🥉brand3 - /brand3

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