clarity & vision- the foundation of a successful brand
I knew that I would need to make a few fundamental decisions about my business for this rebrand to be successful. I wanted to re-establish clarity for myself, around what exactly Personal Brand Architect is and is not, and I knew that meant being really honest with myself and having the courage to make some bold decisions:
I decided to take the Career Climbers programme out of my offering. I put a massive amount of work into creating this programme and the free resources that go with it, and it’s also generating significant revenue for my business, so this was a hard decision to take. But at the end of the day, it’s muddling up my brand and confusing to the clients I really do want to work with.
I might decide to make this its own brand or a sub-brand at some point down the line, but unfortunately, there is no room for it at PBA anymore. I’ve also removed anything that could be interpreted as career coaching from my offerings.
This was a really scary move to make, but it was worth it. I feel like I’ve been freed from having to deliver on work that was outside my magic.
I prioritized what impact was the most important for me to be making with my brand. I cut out everything that I was not 100% committed to and kept only the non-negotiables. Above all, this is the impact I wanted to create: expert, elevated, visionary, inspirational.
I (quite radically) cut out elements that I had previously included in the PBA brand which might have resonated well with my career gals, but that were less important for the service-based entrepreneurs I have tailored my offerings to.
After much internal deliberation, I accepted that the PBA brand would have to be a ‘winter’ brand in order for it to communicate all the things. I decided to re-evaluate my brand colours, typography in accordance; that also meant embracing black as one of the foundation colours of my brand, instead of my beloved blue, because it’s not about me, it’s about the commercial impact I need this brand to make. I also gave my other brand colours blue, turquoise and yellow an elegant, ‘winter’ update.