First, I’ve been remiss and missed you. But unpleasantly, my site and blog were hacked, and it took a month to get un-discombobulated. Which I know is not a real word. But then neither is the word “rebranding” if you ask me.
Because your brand is your heart. And rehearting is risky business.
When I ask someone who asks for a rebrand what results they expect from their rebranding efforts, the across the board answer is, “ I need us to be more relevant so we can be more competitive.” I understand. Nobody wants to think they will be left behind.
And here are a few things to reconsider:
1.“You Can Never Be Rich Enough. Thin Enough” or Relevant Enough:
Do you have a strategy for when “relevant enough” will be enough or too much? If you think relevant is keeping up with the times, as Dylan sang, “the times they are a changing.” And they won’t stop. Maybe something else is missing…
2.Will You Risk Feeling More Relevant For Being Less Recognizable?
Think of a person you knew before they had an unfortunate face lift. Do you feel they are more connected (which is a dictionary meaning of relevant) to you? How do you emotionally feel around them?
3.In Our Minds, Will You Still Be Consistent?
Being consistent is what makes a brand a brand. Doesn’t mean you can’t grow and change but that what you stand for and deliver on includes no surprises. That’s your value. In you we trust. Will your rebrand serve you to gain even more of their trust? Or lose some?
In your business, if you need to rebrand to be more relevant, I’m guessing you didn’t know how relevant you were to begin with. Go back to the beginning and save yourself a world more of time, money and your lost, bold enthusiasm. Because if you didn’t know who you are before you rebrand, no amount of sprucing up or changing taglines will give you that answer or the possibilities for sustained success you are really working for.
To turn your big idea and all the goods you know you have to deliver into a real brand, you’ve got to first see the big picture.
Trying to see the big picture by yourself is like trying to see your face without a mirror.
And that’s where I can begin to help you.
Contact me and let’s see what we can see.
Thank you for reading!
(c) unpublished 2015