We’ve all seen it. A brand full of potential but going nowhere, like it’s floating through space. Maybe you’ve already invested in marketing for your business. Or maybe you don’t quite understand the depths of your needs but just know you need some level of “marketing.” Welcome to the Strategic Void—a desolate place of unclear messaging, reactive decision-making, and misaligned teams.

In our PathFinder Workshops, there’s always an early tell when a client is adrift. That’s why we start every workshop with one of two simple questions: 1.) “What does your company do?” or 2.) “What sets your company apart in your industry?” For anyone in marketing and advertising, this is where we start; the success of our jobs rests on understanding these two foundational questions. For a stretched-thin business owner or one-man-band CMO, these brand pillars often get lost in the shuffle. Our favorite compliment is always as a client is leaving and they mention how nice it was to just talk about their business.

When RedTag set out to launch the PathFinder Workshop, it was a mission of stronger alignment with our clients. A trust-building operation to ensure we not only understood their goals but could match them with the services they need most. Unexpectedly—and excitingly—they became a rescue mission for teams stuck in the gloom of misalignment and identity drift. A rare opportunity for our clients to “work on the business, not in the business,” as we now like to open each workshop. 

If you think your brand might be suffering from the Strategic Void, here are three signs it might be time to schedule a mission PathFinder with us here at RedTag. 

Sign #1: Misaligned Messaging

When different team members describe the brand in different ways, no one’s receiving the same signal. You’ll notice it in meetings, on your social media posts, and through inconsistencies on the website. These slight variations can lead to confusion for customers and chaos for internal teams. Our PathFinder Workshops help realign your brand messaging by pulling leadership and marketing into one room, surfacing the disconnects, and zeroing in on a shared, resonant message.

Sign #2: Internal Confusion

You can’t launch if you don’t know your coordinates. When your team isn’t clear on your brand’s vision, goals, or direction, even good ideas stall out. In our workshops, we often see leaders realize they’ve never had a shared language with their agency to clarify what success actually looks like. The Pathfinder Workshop becomes the moment where those abstract goals become grounded, prioritized, and directional.

Sign #3: Fragmented Identity

Your brand should be a constellation—distinct, but cohesive. But when visuals, tone, and positioning shift across channels or campaigns, it starts to feel like random stars instead of a pattern. This fragmentation confuses audiences and loses credibility. Our PathFinder Workshop helps connect the dots, pulling insights into a brand identity system that holds up across platforms and brand materials.

How Pathfinder Guides Us Out

With guided exercises, strategic prompts, and a few hard but necessary questions, we help teams step outside their Strategic Void and re-center on who they are and where they’re going. By the end, clients don’t just leave with clarity. They leave energized, aligned, and ready to leave ordinary behind. But, we never just hand clients the answers. We help them uncover the potential that’s been there the whole time—it just needed a trusted guide to help them chart the course. 

Next time you see these signs of a Strategic Void in your brand, reach out to our team here at RedTag to learn more about how our PathFinder Workshops are a powerful tool for a clear way forward.