Rebranding? Why changing the narrative is critical

Journalist. Editor. Professor. Marketer. Sales director. Copywriter. Coach. Consultant. And, most recently, entrepreneur.?

All roles I’ve held throughout my career. All that require a level of credibility to be seen as effectively influential. All positions where having proper messaging is essential.?

Rebranding to a new thought leadership role is more than just a cosmetic change; it requires a fundamental shift in how we position ourselves in the marketplace.

One of the most critical aspects of a successful rebranding process is changing the narrative that defines you or your organization. Your new narrative should reflect the unique value proposition you bring to the market and clearly differentiate you from your competitors.?

Why is this so important, you may ask? Here are a few reasons:

It helps you connect with your target audience. A well-crafted narrative helps you connect with your people on an emotional level. It allows you to tell a compelling story about why your organization exists, what problems you solve, and how you can help your clients achieve their goals. By changing the narrative, you can better align your brand with the needs and aspirations of your target audience.

It allows you to establish “expert” status. By positioning yourself as an authority in your industry, you can gain the trust and respect of your peers, customers, and stakeholders. A strong narrative (think: what’s your “why?”) helps you articulate your expertise and showcase your unique perspective, positioning you as a trusted source in your field.

It creates differentiation. In today's crowded marketplace, it's more important than ever to distinguish yourself from your competitors. By changing the narrative, you can create positioning that sets you apart from others in your industry. This allows you to carve out a distinctive niche and establish yourself as uniquely qualified.

Okay, but how do you do it??

The reality is that, for most of us, it’s quite difficult to see the forest from the trees. We’re so invested in developing this new brand identity that we can get blinded from objectively determining what needs to be done. It’s your typical “shoemaker’s kids go without shoes” scenario.?

At least that’s what I discovered. Even the best players need coaches!?

(And to soften any perceived sales pitch, that coach for you may not be me. But whoever it may be, the path becomes so much clearer when you have a qualified guide to bounce ideas off of.)

Top 4 Columns for National Columnist Day:

So April 18th was National Columnist Day (yes, it’s an actual thing).

(And yes, I realize today, 4/20, is another, far more recognized “holiday.” One that has helped change my life for the better, contributing to me being healthier than ever. And yes, I’ll be “celebrating” it later. But that can be a chat for another time…).?

Anyhow, from 2007-2019, I was a sports columnist for a variety of sites, most notably Bleacher Report. Here are four of my favorite pieces from there that I was able to dig up:?

• "Boo Who? Philly Fans, After Another Disappointing Year"
• "Top 5 Most Memorable Eagles-Giants Moments"
• "Top 10 Active NBA Players Who Will Make the Hall of Fame"
• "Junior Seau's Death Goes Beyond Football and Concussions"

Need help with your story??

Struggling to get the word out, or the message right? There are three ways we can work together to fix it:

Write Your Story:?Whether it's a business profile, a featured article, or a personal bio, I'll help you create, publish, and showcase a lasting legacy. Book a discovery call here.?

Become a Thought Leader: Build a brand you can be proud of by creating engaging content that highlights your expertise. Choose from one of the packages here.?

StoryBrand LiveStream, May 9-10: Are you interested in learning more about what's made StoryBrand one of the most sought-after brands for marketers and business owners? Come join my coaching cohort at the next live workshop in May, where you'll learn how to apply a simple framework to clarify your message so more customers engage. Register here to receive a special discount.

Til next time,

JG