I'll keep this short.
Things are weird right now, but you have two options:
Keep playing or quit.
You might fail if you keep playing, but I guarantee you will fail if you quit.
Get in the game.
The most common answer a startup will give to "what is a brand," is something along the lines of "logo," or a "visual representation of your company." While the visuals are a key part in making a brand, they do not describe its entirety. Marty Neumeier, author of the Brand Gap describes it this way:
The brand is a gut feeling. It's an emotion felt by someone after interacting with an entity, usually a business.
What is a brand? A gut-feeling, don't let anyone else tell you otherwise.
You cannot expect things to change without making a change yourself. Einstein said that doing the same thing over and over again, but expecting different results is the definition of insanity.
Why the title "Cambio Falso?" I've been watching Narcos, so Spanish is on my mind. It translates to "false change." Meaning, a benign attempt that yields little progression, a band-aid to cure cancer.
The point? Dive deep. Look the ugly of your company in the face and decide to make a freaking change, a real change. One that makes you feel uncomfortable. If you fail, you're no better off than where you are now.