Every now and then, you look around and realize something just doesn’t fit anymore.
That’s where I’ve been these past few months.
Rocking Bar Z Consulting has been around for a couple of years now, and it’s been one incredible ride. I’ve had the privilege of speaking across our industry, writing about artificial intelligence, retail transformation, and the future of floral. I’ve met some of the brightest young entrepreneurs in technology and reconnected with friends I’ve known for decades. Along the way, I’ve discovered something I didn’t fully appreciate when I first launched this business.
A brand isn’t something you create once and forget about. Just like people, it ought to grow as you grow.
The more I thought about it, the more I realized my website and my imagery were telling the story of where I had been instead of where I was headed.
Now, don’t get me wrong. I wasn’t looking to become somebody different. I wasn’t chasing the latest marketing trend or trying to reinvent myself. If you’ve followed me for very long, you know that’s not who I am.
I’m still the same kid who grew up in the Texas Panhandle. I’m still proud of the cattle brand my dad put on his livestock all those years ago. Rocking Bar Z will always mean family to me. It’ll always remind me of hard work, keeping your word, and leaving things better than you found them. That part hasn’t changed one bit. As we say in the new brand story, “Rocking Bar Z will always be the brand my father used to mark his cattle… but a new look never hurt anybody.”
What has changed is the mission.
Over the last two years, I’ve become convinced that our floral industry is standing at one of the biggest crossroads in its history. Artificial intelligence, automation, robotics, and data are changing business faster than anything I’ve seen in my career. More and more, that’s become the conversation I’m passionate about having. I want to help our industry embrace what’s coming instead of fearing it.
When I looked at my website, I realized it wasn’t fully telling that story, so I did what I’ve always done when there’s work to be done, I rolled up my sleeves.
Literally.
One of my favorite new photographs is me standing in front of my old pickup, rolling up my sleeve before getting to work. That’s not a fashion statement. That’s who I am. When something needs fixing, polishing, or improving, you don’t spend six months talking about it. You find good people, you trust their talents, and you get busy.
That’s exactly what happened.
I was fortunate enough to work with an incredibly talented designer (Big thanks to Branson at www.darkermind.com), who took the time to understand not just what Rocking Bar Z looks like, but what it stands for. Together we refreshed the logo, developed a new color palette, rebuilt the website, and created imagery that feels authentic to who I am today. The result is a brand that still feels deeply rooted in Texas, but one that’s also looking squarely toward the future. The new website captures that perfectly with a simple line that says it all: “Some brands move cattle. This one moves industries.”
That sentence makes me smile because it honors both worlds. I haven’t left my roots behind. In fact, I appreciate them more today than ever. My dad taught me that good work speaks for itself, and that lesson has served me well whether I was walking the aisles at H-E-B, leading teams through a pandemic, or helping floral companies prepare for what’s coming next.
This new look isn’t about polished graphics or prettier colors (although putting some thought into a complete brand direction doesn’t hurt!). It’s also about alignment. When your purpose becomes clearer, your brand ought to reflect it.
I hope when you visit the new Rocking Bar Z website, you’ll see a little more of who I really am. You’ll see the ranch. You’ll see the cowboy hat. You’ll see the pickup truck. You’ll also see someone who believes our industry’s best days are still ahead of us if we’re willing to embrace change with the same grit and determination that built this business in the first place.
Life has a way of reminding us that nothing worth building ever stays finished. Every once in a while, it needs a fresh coat of paint, a tighter fence, or a new set of working clothes.
This was one of those times for me.
I hope you’ll take a few minutes to look around the new site. More importantly, I hope it reminds you to ask yourself a simple question: Does your business still tell the story you’re living today, or is it still telling the story of yesterday?
Sometimes all it takes is rolling up your sleeves and getting back to work.
I’ll see you down the trail.
About the Author
Joe Don Zetzsche is a transformative leader in retail marketing and operations with a passion for elevating customer experiences and fostering high-performing teams. As Vice President of BLOOMS Floral Marketing at H-E-B, he led the transformation of its floral business from a traditional supermarket department into an award-winning full-service floral shop—growing annual sales from $80M to over $300M. Joe now owns and operates Rocking Bar Z.
Published by New Bloom Media
New Bloom Media (NBM) is the first multi-channel B2B media platform dedicated solely to the floral industry across the Americas.
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