First, it was a black screen. Then, an awkward silence.
And then, the question no one knew how to answer:
“Now what do we do?”
When everything we took for granted disappears, there’s no choice but to return to the basics. Yesterday, Spain and Portugal experienced that firsthand.
A power outage left them disconnected from the internet for several hours.
No screens.
No coverage.
No Wi-Fi.
No charging.
Everything was there… but nothing responded.
And it’s in those moments that you realize something essential:
👉🏼 The invisible also sustains.
And when it’s not there, you notice it.
The same thing happens with brands.
You can have a striking logo, a curated feed, a campaign with awards…
But if your culture isn’t on, if there’s no coherence in your decisions, if your team doesn’t believe in what you do, your brand simply doesn’t work.
Because a brand isn’t built only when it communicates.
It’s built every day, when you decide, when you lead, when you connect.
And above all, when everything “goes dark.”
At TOTEM Branding, we see it every day.
Brands that don’t need to raise their voices, because their consistency speaks for them.
Brands that build movements, not campaigns.
Believers, not just customers.
Our purpose is clear:
To create and transform brands that unite people.
Brands with soul, conviction, and meaning.
Brands that work even in the dark.
Because they’re built from within.
🔌 Yesterday’s blackout was real.
But today can be an opportunity to reconnect with what truly ignites your brand.
Would your brand continue to function if the lights went out?
