89 | You Don't Need a Rebrand. You Need This

1 00:00:00,160 --> 00:00:01,919 SPEAKER_00: The dreaded rebrand. 2 00:00:02,160 --> 00:00:04,559 You've been thinking about it for six months. 3 00:00:04,799 --> 00:00:09,039 New color, new website, new brand name, maybe. 4 00:00:09,199 --> 00:00:12,800 You've had the mood boards, the secret Pinterest boards, you 5 00:00:12,800 --> 00:00:13,759 have the whole thing. 6 00:00:14,000 --> 00:00:17,760 But nothing has happened because somewhere in your gut you know 7 00:00:17,760 --> 00:00:19,839 that it won't solve the actual problem. 8 00:00:20,239 --> 00:00:22,879 And my love, let me tell you, your gut is right. 9 00:00:23,120 --> 00:00:26,000 Let me show you why and how to move past it. 10 00:00:27,280 --> 00:00:28,399 Hello, my love. 11 00:00:28,559 --> 00:00:31,039 Welcome to Brand Confidence for Creatives. 12 00:00:31,280 --> 00:00:34,640 Are you feeling stuck in a cycle of overthinking, trying to build 13 00:00:34,640 --> 00:00:35,200 your brand? 14 00:00:35,359 --> 00:00:37,280 I'm Eugenia, but you can call me E. 15 00:00:37,679 --> 00:00:41,119 I'm a marketing and brand coach, and I spent years stuck in the 16 00:00:41,119 --> 00:00:44,560 cycle of researching, hesitating, and hiding until I 17 00:00:44,560 --> 00:00:46,799 got clear on my voice and my message. 18 00:00:47,039 --> 00:00:49,600 In this podcast, I'll guide you through the strategies you need 19 00:00:49,600 --> 00:00:52,719 to get clear on what you want to say, build a personal brand, and 20 00:00:52,719 --> 00:00:54,960 create consistent magnetic marketing. 21 00:00:55,119 --> 00:00:58,079 If you ever thought, I know I have something to say, I just 22 00:00:58,079 --> 00:01:01,359 don't know how to say it, you are in the right place. 23 00:01:01,600 --> 00:01:04,319 So grab your coffee and let's dive in. 24 00:01:04,640 --> 00:01:07,599 Before we get into today's episode, let me tell you about 25 00:01:07,599 --> 00:01:09,439 something I just opened up. 26 00:01:09,599 --> 00:01:12,480 It's called the Big Brand Moment, and it's a 12-week 27 00:01:12,480 --> 00:01:15,920 one-on-one program where we take the Authorio project you've been 28 00:01:15,920 --> 00:01:16,640 postponing. 29 00:01:16,719 --> 00:01:20,239 It can be, yes, a rebrand, it can be your podcast, a new 30 00:01:20,239 --> 00:01:24,480 visibility platform, and we actually built it together. 31 00:01:24,719 --> 00:01:28,239 From the strategy to the execution plan to the kickoff. 32 00:01:28,640 --> 00:01:31,680 So that thing that has been living in your head, in your 33 00:01:31,680 --> 00:01:35,200 notes, in your someday folder, it comes to life. 34 00:01:35,519 --> 00:01:38,000 And here's the thing, I'm opening this at a founding 35 00:01:38,000 --> 00:01:38,400 price. 36 00:01:38,560 --> 00:01:42,560 Meaning the investment you make right now is the lowest it will 37 00:01:42,560 --> 00:01:43,120 ever be. 38 00:01:43,280 --> 00:01:46,000 And I'm only taking five people at this price. 39 00:01:46,159 --> 00:01:47,280 That's five only. 40 00:01:47,439 --> 00:01:50,719 So this is not a I'll think about it and circle back in a 41 00:01:50,719 --> 00:01:52,159 few months situation. 42 00:01:52,480 --> 00:01:55,120 If you've been listening to this show for a while, you already 43 00:01:55,120 --> 00:01:55,920 know what I believe. 44 00:01:56,079 --> 00:01:59,120 That you already have what it takes, that you only need the 45 00:01:59,120 --> 00:02:02,799 instructor, the strategy, and someone who can see your brand 46 00:02:02,799 --> 00:02:06,000 the way that you cannot see yourself yet and move it 47 00:02:06,000 --> 00:02:06,480 forward. 48 00:02:06,719 --> 00:02:08,719 If that's you, let's talk. 49 00:02:08,960 --> 00:02:11,680 There's no commitment in the call, it is a conversation. 50 00:02:11,840 --> 00:02:16,000 I just want to understand you, your vision, and I want us to 51 00:02:16,000 --> 00:02:19,280 figure out if we're with the right fit to make this happen 52 00:02:19,280 --> 00:02:20,879 together, which is so exciting. 53 00:02:21,120 --> 00:02:23,759 The link to book the call is in the show notes, and I'm so 54 00:02:23,759 --> 00:02:24,719 excited to meet you. 55 00:02:24,960 --> 00:02:27,840 Okay, now let's get into this episode. 56 00:02:28,159 --> 00:02:31,680 I just finished reading Strangers by Belle Burden. 57 00:02:32,240 --> 00:02:34,319 It is such a good book. 58 00:02:34,400 --> 00:02:38,800 It is a memoir about her divorce, and I cannot put it 59 00:02:38,800 --> 00:02:39,039 down. 60 00:02:39,280 --> 00:02:44,240 She's such a beautiful writer, and I love that she acknowledges 61 00:02:44,240 --> 00:02:47,280 her own bias because she's the one writing about her divorce, 62 00:02:47,439 --> 00:02:51,280 and that made me trust her more because I know that she was 63 00:02:51,280 --> 00:02:55,199 being as fair as she could while still saying, like, this is how 64 00:02:55,199 --> 00:02:56,080 I lived it. 65 00:02:56,319 --> 00:02:58,719 So she's so upfront about what the book is. 66 00:02:58,879 --> 00:03:01,919 This is not a history piece, this is not a legal document, 67 00:03:02,159 --> 00:03:05,520 says this is not like the most objective account. 68 00:03:05,680 --> 00:03:08,879 This is her perspective, her feelings, how she lived through 69 00:03:08,879 --> 00:03:09,199 something. 70 00:03:09,360 --> 00:03:12,240 So I finished the book, and obviously I went and Googled her 71 00:03:12,400 --> 00:03:15,759 because I wanted to find interviews, I wanted to hear her 72 00:03:15,759 --> 00:03:18,800 speak, I wanted to like learn more. 73 00:03:19,199 --> 00:03:23,759 And what I found, like top page, stopped me. 74 00:03:24,000 --> 00:03:27,759 Because people had pulled her divorce court documents and were 75 00:03:27,759 --> 00:03:29,280 picking apart her finances. 76 00:03:29,439 --> 00:03:30,960 They were calling her a liar. 77 00:03:31,199 --> 00:03:34,639 People on Reddit saying that she was a scorned woman seeking 78 00:03:34,639 --> 00:03:35,520 attention. 79 00:03:35,919 --> 00:03:40,000 And the thing is, she actually talks about this in the book. 80 00:03:40,240 --> 00:03:43,680 She talks about the way a woman who shares her story publicly 81 00:03:43,680 --> 00:03:44,800 gets dissected. 82 00:03:45,039 --> 00:03:48,719 She knew this was coming and she didn't anyway. 83 00:03:48,800 --> 00:03:49,840 It was important to her. 84 00:03:50,000 --> 00:03:54,560 So I marinated on this idea, and then I came back to the episode 85 00:03:54,560 --> 00:03:58,639 I was working on, which is this episode, and at that point it 86 00:03:58,639 --> 00:04:00,159 was just loose notes. 87 00:04:00,240 --> 00:04:03,199 I wasn't really sure where I wanted to take the episode. 88 00:04:03,520 --> 00:04:07,360 But after just finishing the book and finding what I found 89 00:04:07,360 --> 00:04:09,520 online, something clicked for me. 90 00:04:10,080 --> 00:04:12,639 Because that's the risk, isn't it? 91 00:04:13,120 --> 00:04:16,480 And I'm not talking about writing a memoir, I'm talking 92 00:04:16,480 --> 00:04:21,439 about your brand, of showing up more publicly, more boldly, in 93 00:04:21,439 --> 00:04:22,399 any capacity. 94 00:04:23,040 --> 00:04:27,439 There is a real cost to being seen as a at a bigger level. 95 00:04:27,600 --> 00:04:31,040 And I think a lot of you and the founders and experts I work with 96 00:04:31,199 --> 00:04:34,000 feel that, even if they've never said it out loud. 97 00:04:34,560 --> 00:04:37,600 Anyway, I want to talk about that today because I think it's 98 00:04:37,600 --> 00:04:40,720 connected to something a lot of you have been sitting on for a 99 00:04:40,720 --> 00:04:41,199 while. 100 00:04:41,439 --> 00:04:47,839 And it comes to this big project of rebranding and circling this 101 00:04:47,839 --> 00:04:50,399 rebrand conversation for way too long. 102 00:04:50,639 --> 00:04:55,199 And you may think that your your brand, as aesthetically, holds 103 00:04:55,199 --> 00:04:59,439 this mystical power about the conversation between what 104 00:04:59,519 --> 00:05:03,279 appears on paper and the way your industry and your clients 105 00:05:03,279 --> 00:05:04,319 perceive you. 106 00:05:04,639 --> 00:05:08,800 But let me tell you, the urge to rebrand is almost never about 107 00:05:08,959 --> 00:05:09,759 the brand. 108 00:05:10,079 --> 00:05:14,240 The discomfort with your brand is a sign pointing to something 109 00:05:14,240 --> 00:05:14,480 else. 110 00:05:14,639 --> 00:05:19,360 So if you know how to read that sign, it will tell you exactly 111 00:05:19,360 --> 00:05:20,720 where your next step should be. 112 00:05:20,879 --> 00:05:24,160 So the first thing that the urge to rebrand is actually telling 113 00:05:24,160 --> 00:05:28,319 you is that you've grown and that your online presence hasn't 114 00:05:28,319 --> 00:05:30,240 caught up to who you are today. 115 00:05:30,560 --> 00:05:34,000 You might not necessarily have the full articulation of that 116 00:05:34,000 --> 00:05:36,959 growth, but you open your website and it just doesn't feel 117 00:05:36,959 --> 00:05:37,839 like you anymore. 118 00:05:38,000 --> 00:05:41,600 Like the bio, the photos, the way that you've described what 119 00:05:41,600 --> 00:05:46,399 you do, it all belongs to a version of you from two, three, 120 00:05:46,560 --> 00:05:47,759 five years ago. 121 00:05:48,000 --> 00:05:51,839 Because since then, you've taken on bigger clients, you've gotten 122 00:05:51,839 --> 00:05:56,160 clearer on your methodology, your thinking has evolved, and 123 00:05:56,160 --> 00:05:58,240 none of that is showing up online. 124 00:05:58,560 --> 00:06:01,839 So your brain goes straight into like, okay, I need to rebrand 125 00:06:01,920 --> 00:06:05,120 because visually, like you look at it and something feels wrong. 126 00:06:05,360 --> 00:06:09,759 But here's the thing: what's off, it's not the design per se. 127 00:06:09,920 --> 00:06:13,519 You've changed who you are, and that's why the look doesn't feel 128 00:06:13,519 --> 00:06:15,920 aligned, and that's why it feels off. 129 00:06:16,399 --> 00:06:20,399 So fixing it doesn't happen by choosing a new color palette. 130 00:06:20,560 --> 00:06:24,720 It happens by taking the time to define first and foremost who 131 00:06:24,720 --> 00:06:25,439 you are right now. 132 00:06:25,600 --> 00:06:28,639 If you don't start there, you can hire the best designer in 133 00:06:28,639 --> 00:06:32,560 the world, and you will still walk away with feeling like 134 00:06:32,560 --> 00:06:35,920 something's missing because what's missing isn't visual. 135 00:06:36,079 --> 00:06:38,720 It is the clarity underneath the visual. 136 00:06:38,959 --> 00:06:44,399 Until that is defined, no rebrand will ever feel finished. 137 00:06:44,639 --> 00:06:48,000 And the second thing that the Earch to Rebrand is telling you, 138 00:06:48,240 --> 00:06:52,560 and this one is a little bit harder to hear, is that the 139 00:06:52,560 --> 00:06:57,920 rebrand has become a safe or the or the rebrand planning has 140 00:06:57,920 --> 00:07:00,480 become a safe place to wait. 141 00:07:01,279 --> 00:07:05,279 And what you're waiting for, if you're honest, isn't the perfect 142 00:07:05,279 --> 00:07:06,480 color palette. 143 00:07:07,120 --> 00:07:11,680 You are waiting to feel ready to claim this bigger, more public 144 00:07:11,759 --> 00:07:16,000 version of yourself, a new level of visibility, because you know 145 00:07:16,000 --> 00:07:20,959 that showing up at that level more boldly, more publicly, that 146 00:07:20,959 --> 00:07:25,439 comes with a real fear that if something looks off and if the 147 00:07:25,439 --> 00:07:29,199 bio isn't quite right, or if the positioning feels inconsistent, 148 00:07:29,839 --> 00:07:34,000 you fear that it will contradict the reputation you've spent 149 00:07:34,000 --> 00:07:38,720 years building with dedication the right way, with love 150 00:07:38,879 --> 00:07:41,519 carefully through relationships, through results. 151 00:07:41,600 --> 00:07:46,879 So you're not about to risk it by something online not looking 152 00:07:46,879 --> 00:07:52,000 right or looking not as polished as you know your work is. 153 00:07:52,240 --> 00:07:56,000 So you stay in the planning process, you refine, because as 154 00:07:56,000 --> 00:07:59,120 long as the rebrand isn't done, then you don't have to show up 155 00:07:59,120 --> 00:08:01,120 at the size that you know you're ready for, right? 156 00:08:01,279 --> 00:08:05,680 And whatever you're doing right now is not necessarily broken, 157 00:08:06,000 --> 00:08:09,199 like is it has gotten you to where you are at right now, 158 00:08:09,519 --> 00:08:10,480 hasn't it? 159 00:08:11,040 --> 00:08:15,360 So the rebrand becomes this armor, it becomes this thing to 160 00:08:15,360 --> 00:08:18,720 hide behind while it looks like you are moving forward because 161 00:08:18,720 --> 00:08:21,759 you are planning, you are getting inspiration. 162 00:08:22,240 --> 00:08:26,319 But here's what I want you to hear that gap between who you 163 00:08:26,319 --> 00:08:31,199 are in real life and what people find when they look you up, that 164 00:08:31,199 --> 00:08:34,399 gap already exists right now, today. 165 00:08:34,799 --> 00:08:38,879 The armor that you're building or that you think you are using 166 00:08:38,879 --> 00:08:41,840 to be protected, that's not really protecting your 167 00:08:41,840 --> 00:08:42,720 reputation. 168 00:08:43,039 --> 00:08:47,360 It's just keeping you from closing something that's already 169 00:08:47,360 --> 00:08:47,840 open. 170 00:08:48,320 --> 00:08:51,120 And that feeling of being ready doesn't come when you have a 171 00:08:51,120 --> 00:08:55,039 perfectly mocked up brand and everything makes sense on paper. 172 00:08:55,360 --> 00:08:56,960 That feeling comes after. 173 00:08:57,120 --> 00:09:00,559 Like it comes after the reps, it comes with getting used to this 174 00:09:00,559 --> 00:09:03,919 new level of exposure, it comes with getting bold about your 175 00:09:03,919 --> 00:09:06,480 ideas and what only you can do. 176 00:09:06,879 --> 00:09:11,039 Because no amount of redesigning is ever going to get you there 177 00:09:11,039 --> 00:09:11,360 first. 178 00:09:12,159 --> 00:09:16,320 So if a rebrand isn't the answer, what is the answer? 179 00:09:16,480 --> 00:09:20,720 You need to sit down and create an actual document that becomes 180 00:09:20,720 --> 00:09:21,600 your compass. 181 00:09:22,399 --> 00:09:25,759 This document needs to articulate who you are right now 182 00:09:25,759 --> 00:09:29,840 at this level in this season, what you're leaving behind, this 183 00:09:29,840 --> 00:09:33,200 old version of yourself that has been presenting itself smaller 184 00:09:33,200 --> 00:09:35,360 than what you know you can actually deliver. 185 00:09:35,759 --> 00:09:39,679 This document needs to include who you serve, what you actually 186 00:09:39,679 --> 00:09:41,200 do, what makes you different. 187 00:09:41,440 --> 00:09:44,720 This document needs to be written in a language that 188 00:09:44,720 --> 00:09:45,840 sounds like you. 189 00:09:46,000 --> 00:09:47,840 Like you need to free-flow with it. 190 00:09:48,000 --> 00:09:49,360 Let it be imperfect. 191 00:09:49,519 --> 00:09:52,159 We don't need super polish right now. 192 00:09:52,240 --> 00:09:54,320 We need your truth and your vision. 193 00:09:54,559 --> 00:09:57,279 And of course, after you're done, you can do an editing 194 00:09:57,279 --> 00:09:57,759 round. 195 00:09:58,480 --> 00:10:02,480 But here's why this compass has to come first before you do 196 00:10:02,480 --> 00:10:06,159 anything else, before you get in touch with any designer, before 197 00:10:06,159 --> 00:10:08,480 you create a new board on Pinterest. 198 00:10:09,120 --> 00:10:12,799 Every visual decision that you make, every platform choice, 199 00:10:12,960 --> 00:10:17,039 every piece of content that you'll create, all of it flows 200 00:10:17,039 --> 00:10:17,600 from this. 201 00:10:18,240 --> 00:10:22,879 When the compass exists, nothing feels arbitrary anymore. 202 00:10:23,039 --> 00:10:25,759 Like someone's suggestion that you don't think it's wrong, but 203 00:10:25,759 --> 00:10:27,519 doesn't really resonate with you. 204 00:10:28,320 --> 00:10:30,320 Everything feels intentional. 205 00:10:30,480 --> 00:10:34,080 You're not guessing at what to post or how to describe yourself 206 00:10:34,320 --> 00:10:37,279 or whether this logo feels right or not. 207 00:10:37,679 --> 00:10:41,919 You now have something that's true, that's underneath it all, 208 00:10:42,000 --> 00:10:44,399 and it's reflecting that truth. 209 00:10:44,559 --> 00:10:48,480 Without it, you can rebrand forever and still feel love 210 00:10:48,639 --> 00:10:52,559 because you are decorating a foundation that hasn't truly 211 00:10:52,559 --> 00:10:53,840 been set in you. 212 00:10:54,240 --> 00:10:58,960 So once the compass is in place, the next step isn't to redo the 213 00:10:58,960 --> 00:10:59,600 whole thing. 214 00:10:59,840 --> 00:11:03,600 The next step is to choose one thing, one asset. 215 00:11:03,840 --> 00:11:07,919 Maybe a podcast, maybe an actual rebrand with a new website, 216 00:11:08,080 --> 00:11:10,320 maybe reposition your Instagram. 217 00:11:10,559 --> 00:11:13,279 Something that puts you in the world at the level you're 218 00:11:13,279 --> 00:11:14,799 actually operating at. 219 00:11:15,120 --> 00:11:16,799 You don't need a full overhaul. 220 00:11:16,879 --> 00:11:18,240 And please let me stop you there. 221 00:11:18,320 --> 00:11:21,360 You don't need a full like laundry list that will take you 222 00:11:21,360 --> 00:11:25,759 another whole year, or a content strategy for six platforms that 223 00:11:25,759 --> 00:11:29,679 is going to take you hours of your week to create for and put 224 00:11:29,679 --> 00:11:30,240 together. 225 00:11:30,480 --> 00:11:35,120 You need one thing built on a clear foundation, executed with 226 00:11:35,120 --> 00:11:38,320 a plan that's simple enough to get done and clear enough so you 227 00:11:38,320 --> 00:11:41,200 can get there without getting lost in the little details. 228 00:11:41,519 --> 00:11:42,240 That's it. 229 00:11:42,480 --> 00:11:43,840 That's the whole job. 230 00:11:44,080 --> 00:11:47,679 And I promise you, this is a much smaller, much more, much 231 00:11:47,679 --> 00:11:50,960 more specific job than what you're probably making it in 232 00:11:50,960 --> 00:11:51,360 your head. 233 00:11:51,519 --> 00:11:54,000 And by the way, this is exactly what we work through inside the 234 00:11:54,000 --> 00:11:54,879 big run moment. 235 00:11:55,120 --> 00:11:58,000 So if you already heard about it, you know what I mean. 236 00:11:58,080 --> 00:12:01,519 The link to Book A Call to learn more is in the show notes. 237 00:12:01,919 --> 00:12:04,879 But here's what I want you to walk away with today. 238 00:12:05,840 --> 00:12:08,720 This was never as big as it felt. 239 00:12:09,120 --> 00:12:12,879 You don't need a reinvention, you don't need to start over, 240 00:12:13,120 --> 00:12:15,600 you don't need to wait until everything is perfect and 241 00:12:15,600 --> 00:12:16,960 aligned and ready. 242 00:12:17,279 --> 00:12:21,039 You just need to get clear on who you are right now and put 243 00:12:21,200 --> 00:12:24,399 one true thing into the world that reflects it. 244 00:12:24,559 --> 00:12:26,480 And maybe then the next one. 245 00:12:26,720 --> 00:12:28,320 But put one out first. 246 00:12:29,039 --> 00:12:30,320 That's the whole thing. 247 00:12:30,559 --> 00:12:32,399 I'm excited to see what you build. 248 00:12:32,559 --> 00:12:34,320 As always, I believe in you. 249 00:12:34,480 --> 00:12:36,320 I'm really rooting for you. 250 00:12:36,559 --> 00:12:37,840 See you back here soon. 251 00:12:38,000 --> 00:12:38,960 Un beso. 252 00:12:39,279 --> 00:12:41,120 I hope you enjoyed today's episode. 253 00:12:41,279 --> 00:12:43,519 If you loved it, don't keep it to yourself. 254 00:12:43,679 --> 00:12:46,799 Send it to a friend who's also trying to grow the brand without 255 00:12:46,799 --> 00:12:48,399 losing themselves in the process. 256 00:12:48,559 --> 00:12:51,840 And if you want to make my day, drop a quick review on Apple 257 00:12:51,840 --> 00:12:52,399 Podcasts. 258 00:12:52,559 --> 00:12:54,639 Seriously, it means the world to me. 259 00:12:54,799 --> 00:12:57,039 And I know that this show is helping you show up with 260 00:12:57,039 --> 00:12:58,240 confidence and clarity. 261 00:12:58,480 --> 00:13:00,879 See you back here soon for the next episode. 262 00:13:01,039 --> 00:13:02,000 Un beso.