Don't Re-Brand... Pre-Brand!

You may have noticed the recent proliferation of branding experts, services, posts and discussions about branding. I personally think it’s great when someone really understands what they stand for and puts their own stamp on their products, services and ideas. After all, that’s how the word brand was first used: to stamp a symbol on animals to show possession.

If you have a brand that you love and are proud of, I am delighted for you. Too many people don’t know what they stand for at all, and others have become disillusioned with how they show up in the market, or actively dislike their own brand. It’s the second group I’m addressing today: those who think if they rebrand themselves, their business and their products and services, that will resolve things and create success. There can also be a kind of ‘shiny new object’ syndrome at play where something new always looks more appealing than the existing object.

I’ll employ my favourite word here. Maybe. Maybe a new brand will inspire you, your clients and your potential clients. Maybe it will take you into that new market or help you be known for something different. That certainly helped me when I created The Thoughtful Leader brand seven years ago; however I was not getting rid of The Book Midwife? by launching the new brand. Far from it: launching something new allowed me to have two separate but related brands that each stand on their own as well as working together. The introduction of the new brand was done strategically and thoughtfully, and I continue to support both brands.

I suggest to you that before embarking on any branding or re-branding, you get very, very clear on your business strategy, goals, values and intentions, as well as your content, messaging, existing services and new ideas. Of course, I believe in this work that I call “pre-branding” because I have been working with clients in this way for nearly 20 years. The word I have consistently heard about my strategy work over the years is clarity. Clarity is like gold and it is well worth digging for it.?

In my network, there are some excellent branding professionals I’d be very happy to introduce you to, and they would be able to do their best work if you arrived with clarity and confidence about your goals and ideas. I have seen how great their work is with my clients who start with that strong foundation.?

By all means, go after the market you want. Pivot, spin, change things up. Sometimes a complete rebrand is the best way forward. But it could be better to understand first why you are frustrated or disillusioned, remember what you set out to achieve, and perhaps even begin to love your existing brand again.?

I believe you and your clients will benefit from the enhanced clarity and positive energy you will have, just by doing the thoughtful pre-branding work. Your writing and speaking will also benefit. I run private thought leadership strategy sessions and pre-branding sessions where we nail these important things. I also have those amazing branding partners to introduce my clients to at the end of our session. Simply get in touch if you are ready to consider a pre-brand.

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