re-branding of our own businesses – change in action!
A change practitioner leads change in so many ways for differing organizations, yet not often for their own. The task of re-branding ‘business en motion’ has presented a great learning curve and many insights, whilst celebrating our first decade’s results. The following are some tips I would share:
1. Separate the emotion from the business issue
Unclouded eyes are extremely important in change – emotion not only clouds but also closes eyes completely. Being attached to the history of the logo or a website, the familiarity of its components or even the personal preference of its colours is a dangerous thing. Being open to the signs of ‘redundancy’ is important, embedded into one trusted confidante’s comment, ‘oh, the logo is so 80’s ‘ it certainly is ready for an upgrade’.
Understand there’s two changes underway simultaneously – both organizational and personal. Honour both in parallel, and remember without the person’s mind opening, the organization’s wont!
2. Move through any barriers mentally first, then physically
Letting go of ‘part of yourself’ is not always easy. Yet there is most certainly opportunity embedded into that change! So move through those barriers â€“ are you aware of the reasons for this upgrade? Is there a real desire to do whatever it will take? Do you know how to do this â€“ if not, go do the research! If not, stop and address the one that is holding you back before expecting real change to occur.
3. Discover great resources to work with
Spread the word, ask around, jump online, observe the environment around you, listen at conferences, watch the online discussions, see what’s working and what’s not, ask for recommendations, call for coffee! Do anything and everything it takes to find the resource your gut feels is right for you! Do not settle on second best â€“ that simply is a mechanism that results in proving the ‘second best’ was never going to work!
Drip feed the market as the change is emerging through the new resource. Take note of the positives and negatives! Place the feedback against the purpose and vision you place central to the re-branding. What’s right for one may not be right for another.
4. Be clear on and maintain your own priorities
‘business en motion’ has change at its core; yet so too, quality of experience! Priorities were clearly defined, and became the basis for decisions. For example, it was noted that any experience customers of ‘business en motion’ receive must be sensual, clear, uncluttered, fresh, lean and simple! Priorities that work for us include:
a. Quality not thrift
This does not mean throw money away ? absolutely not; we all work too hard to gain it! Yet counting pennies may be at the expense of real returns. Getting into that detail takes valuable energy from the big picture! ‘Penny-smart pound-foolish’ would not serve at all.
b. Cutting edge, not copy
We must be a pioneer, not a follower; yet of course within reason. Much pioneer work is a mental creation first and foremost. It’s when the passion is identified; if there’s no excitement in the first creation, the second physical creation cannot serve.
Copying someone else’s work may translate on paper but not in energy. Be a pioneer and take your audience to a place they’ve never seen before!
c. Timeless not time-bound
Flexibility will be required. Timeless pieces deserve attention, just as a fine wine or the design of an iconic pen from the world of luxury does; if it needs more time, then give it! People savour a timeless piece’s contours, shape and elegance. Time restrictions hold back creativity and limit the final outcome. Allow limits indeed but expect them to be ‘of rubber’. Time limitations and creativity rarely bond!
Be the architect of ‘something’ that will expand up, move out, find a way to grow when it needs to. There’s nothing more disheartening than having to ‘throw away’ a previous masterpiece! Rather, ensure it’s one that is able and willing to wear a fresh coat, and a fresh coat of paint, when required.
5. Ensure there’s a value-addition
Every healthy concept is alive and dynamic, and will not stop growing! Any re- design represents a great opportunity for a concept to expand, bridges to forge systematic connections and new frameworks to group existing products together in a way that appeals to the changing world! Be consistent with the essence and core of your business, yet allow that essence to take on a greater presence. Lead your audience directly to the new-ness and highlight the value creatio; ensuring they simply cant say no!
Would I want to go through this re-branding exercise again any time soon. Absolutely not; it has left me high and dry in the energy stakes yet with such great results and obvious synergies for an even more aligned future. If time was turned back, I simply wouldn’t have it any other way!
Debbie Nicol is the owner and managing director of ‘business en motion’, now entering its second decade of business!