Position Your Brand as a Specific Solution

Position Your Brand as a Specific Solution

It was yet another day in the middle of a heat wave in Shanghai. Temperatures hovered around 100 with a heat index of 115-120… but staying inside, in my air conditioned home office, was getting too boring day after day. I needed a change of scenery. So off to my favorite coffee shop I went. As soon as I stepped out of the building and into the outdoors, I was hit by a wave of heat. It was almost a physical barrier to get through, step after step. I scanned the shared bike’s QR code to rent it for the ride over to the next district, and realized I’d left my headphones on my desk. I knew if I went back inside the air conditioning I would not come out again. So I decided to pick up a cheap pair once I got close to my favorite coffee spot and workspace (if you don’t know which one I’m talking about, then I’m guessing you probably don’t follow me on Instagram!). Fifteen minutes or so later I was searching for any kind of little shop that would sell cheap earbuds. I finally found them in a convenience store… and on the way to the cashier I saw something that would solve a problem I had – a very hot walk from the convenience store to the coffee shop. You see, I could rent a bike again and bike the distance, but I’d still be in the sun most of the way anyway, so I might as well just walk… especially because that was more convenient at this point anyway. I picked up this shiny little umbrella and inspected it. The label featured a sun rather than a rain cloud. I recognized the shiny material… I’d seen these umbrellas dotting the sidewalk …

how-you-know-to-rebrand-brand-refresh-business-strategy

How You Know It’s Time to Upgrade Your Brand

Have you ever found yourself hesitant to go after an opportunity or put something new out for your audience because of that nagging little feeling that all your ducks aren’t in a row? That something’s just a little bit off inside your business? It’s a big enough problem that you’re afraid to waste the chance for more exposure… maybe you’re even afraid to start blogging or sharing your new product on social media. You’re waiting for everything to feel just right before emailing those ideal clients you’re dying to work with…. That is NOT a good situation to be in as a business owner. And yeah, I know how it feels – kind of like you’re trapped, watching everyone else get the recognition, clients, and sales that you want so badly. Sometimes we just have to get over ourselves and repeat “done is better than perfect” each morning. But other times that disconnect we feel is real. That’s what we’re going to dig into today – how to know when it’s time to upgrade your brand. What does upgrading your brand really mean? Well, there are different levels of revamping things. The most intense is to do a rebrand, which is the direction you would go in if your audience has drastically changed or you’re switching your business direction completely. But today we’re going to stick to upgrading your brand, which I like to think of as re-approaching certain elements of your band that need a bit of a refresh. You’ll know your brand needs an upgrade when you feel growing pains or resistance to visibility. When you started your business, you likely made baby steps with your brand. Maybe you got a recent design school graduate to do your logo and you DIY’d a website. Your business has grown …