To be completely honest, I understand why “branding” gets such a bad reputation sometimes. There’s an overabundance of on-the-surface advice that doesn’t always mesh with “real-life.”

This easily creates a disconnect between the goals you’re trying to accomplish versus what seems to be generically manufactured rules for perfection.

I’ve gone through a number of rebrands since I started my business in 2011. And let me tell you, I learned A LOT from every iteration (even the not so great ones).

Rebranding, or building your brand, may not be at the forefront of your mind though. After all, you have a million other thing to do like track down your past client so that you finally get paid, finish the last touches on a project at midnight, prepare to talk to a potential client, or start making a checklist for pre-k options while realizing you forgot to go to the supermarket—only because you’re out of toilet paper.

So, yeah, when someone talks about “branding,” you take it AND leave it like a free tarot reading flyer handed out on a busy sidewalk. 

But at some point, you also look at your business and realize that it’s time for a change, and that sneaky little word becomes a reality you can’t ignore. You know that reinventing your business ultimately means working on your brand—whether you like the term or not.

The decision to rebrand your business is usually birthed from one (or more) of the following:

  1. You’re not attracting new clients.
  2. Your current business model no longer fits your goals or lifestyle.
  3. You have an aha moment about a new direction.
  4. Your industry has evolved but your website is stuck in the 90s.
  5. You’re ready to take your business to the next level.

If you’ve been thinking about ways to make more money working less hours, allow me to play your friendly annoying but realistic brand strategist for a moment: Investing time in your brand solves a lot of your problems when it comes to figuring out what’s next.

Real talk, I struggled with my recent rebrand because I was so “busy” juggling life and trying to check things off my list that seemed more important. I knew what I was supposed to do but still didn’t do it because I wanted to skip ahead to having the answers.

Here’s the thing: It wasn’t until I took a step back (and figured out the very things I ask my clients to do) did I get the clarity I needed to move ahead. Once I did, I was focused like a baby determined to grab shiny jiggly things. So, I know if that was my reality, it may be yours too.

Since I’m still in rebranding mode after recently re-launching my new website, it got me thinking about the lessons learned this time around because I treated myself as my own client. It was such an eye-opener that I can’t wait to use it to help my clients get the same clarity without the unnecessary headaches.

I also plan to highlight these lessons in this new 3-part “Behind the Rebrand” series so that I can help you find some clarity of your own. While the focus will be on service-based and consulting businesses, the concepts I’ll share applies to any type of change…period.

Looking forward to shedding some light that will spark your next steps and give you a behind-the-scenes look at my process.

Ciao for now until the next edition!

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Marietta Gentles Crawford
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Marietta Gentles Crawford

Writer + Personal Brand Strategist, Founder at MGC Ink
Marietta Gentles Crawford is a writer, personal brand strategist, and author of "From Nine to Thrive: A Guide to Building Your Personal Brand and Elevating Your Career." With over 15 years' experience climbing through top corporate brands, she helps small businesses and freelancers communicate their brand message and stand out from the crowd.
Marietta Gentles Crawford
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