rebranding – the starting point
NEW CLIENTELE WAS CREATING CONFUSION IN MY BRANDING AND MY BRAND MESSAGING
When I first started this business 3 years ago, I was serving a whole variety of clients, from medium-sized businesses to solopreneurs, with a whole palette of offerings. My focus was mostly on consulting for marketing, but over the years my business naturally transitioned to branding for entrepreneurs.
Then, at the start of 2019, I launched a new coaching programme for women who wanted to build their personal brands in the context of employment (as opposed to self-employment). It was an idea I had had in 2018, I saw a need for it, and I already had a demand for it, so I went for it. And it was successful.
But it created a problem in my business.
The more career gals (as I call them), I was helping build their brands, the more clients I was attracting that wanted a service I don’t (and don’t want to) provide: career coaching.
Remember: I was also already serving a wide range of businesses, and this new clientele was creating confusion in my branding and my brand messaging.
A BRAND IDENTITY THAT WASN’T CREATING THE RIGHT IMPACT ANYMORE AND FELT FAR FROM IRRESISTIBLE
Another point I wanted to address with the rebrand was to change the feel of the PBA brand.
Three years ago, I loved how the 4 squares in my old brand identity felt logical, clear, and solid. But over the years they started to feel rigid and formulaic, which is not at all how I work with my clients.
I still love the idea of the blocks as a symbol of building a solid brand, but I knew that my new brand identity needed to highlight more of the creativity that goes into creating a phenomenal brand. I also wanted to communicate the bespoke experience of working with PBA.
3 years in, I also realized that the impact I wanted to create with PBA had someone shifted from what I had envisioned at the beginning. With each new client, I began to understand more and more what kind of work I am fabulous at, what kind of clients I want more of (and less of!), and what those said clients needed to see from me.
A big part of my magic is helping entrepreneurs become irresistible to their dream clients. So logically, I was also craving a brand that would say everything my own dream clients wanted to hear and make my business irresistible to them!
THE WAY I DO BUSINESS HAS CHANGED AND IT PLACES NEW DEMANDS ON MY BRAND
The 3rd reason I had for re-branding, was that I didn’t feel that my brand was clearly communicating the expert status that I’ve worked up to over my career of almost 20 years. (Wow, 20 years! Admittedly a strange feeling to put that down in writing for the first time!)
I’ve helped companies and individuals create amazing brands that have had massive impact in their businesses and lives – but you’d have had no way of knowing that solely from what was going on in my brand identity or my marketing materials.
This actually wasn’t such a big issue for me when I started out because I was getting the majority of my clients through referrals. But the more I took my business online, the more important it became to have a brand that said ‘expert’ with clarity and confidence in the first millisecond of interaction.
MY BRAND IDENTITY WAS NO LONGER SUPPORTING MY GRAND VISION FOR MY BRAND
Finally, I also wanted to use this opportunity to tweak the tones and hues of my brand colours. Over the past year, I’ve taken a deep dive into colour psychology and I wanted to put my new knowledge to good use. I wanted to use my brand’s season to align the brand identity with the grand vision I have for the PBA brand.