Social media has a funny way of making us believe that visibility and credibility are the same thing, but they're not.

I've never heard anyone recommend a hairstylist because of their logo, or rave about a restaurant because of its typography. People remember what's below the surface: experiences, how they were treated, whether they felt understood, whether they trust you.

Businesses spend so much time trying to convince strangers to buy from them that they rarely ask a more important question: "What would make someone stay?"

Being a good branding specialist isn't really about having all the answers. We're good at asking better questions: the kinds of questions that get the wheels turning and leave you feeling clear and confident about what you do, and why.

2025 is the year of the rebrand. Behind the updates are bigger shifts in audience, culture, and how brands show up across platforms. So what can small businesses learn from the giants? Turns out, a lot. Whether you’re evolving or overdue, these changes might be a sign to look at your brand with fresh eyes.

So… Cracker Barrel redesigned its logo. Gone are the rocking-chair man, the quaint, general-store vibe, and the Americana illustration. Did it succeed? Depends on who you ask. Twitter/X says no, TikTok says absolutely not, and Cracker Barrel lost "almost $100 million in market value" on the day of the redesign. So what went wrong, and what can we learn?