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From our Founder, Kasia: What I’ve discovered from 10 years of working a small enterprise – Half 3 (Rebranding a enterprise)


Hello! LH Agenda Founder, Kasia right here. This text is Half 3 of a Q&A between the LH Agenda group and me (you possibly can learn Half 1 and Half 2 right here), and all about rebranding a enterprise. Previous to this yr, our model was referred to as Leaders in Heels however a need to broaden our product and buyer base drove us to change our model title and emblem to LH Agenda mid-2021. I hope you discover some sensible takeaways on this article that can assist you, it doesn’t matter what stage of the rebranding and/or work trip you’re at!

Q&A with Kasia

Q: As Founder, how did you determine to rebrand to LH Agenda, and the way lengthy did the rebranding course of take?

A: This was a really tough determination for me and it didn’t occur in a single day.

It most likely took round 3 years since I first had the considered rebranding earlier than I really began to motion it. It will have been a lot simpler to depart every thing because it was, and that’s what I had finished for fairly a very long time. Early on, we invested a lot money and time in rising the model, logos and designs. However the considered rebranding saved coming again to me yearly and I couldn’t cease serious about “what if”… I simply knew I wanted to take the danger and do it

The method of selecting a route and model title ended up taking round 3 months. And it took many discussions with my colleagues, buddies, and mentors, and there have been plenty of issues to think about.

Our clients had all the time been divided on our female model title – some liked Leaders in Heels, whereas others had been left feeling disempowered and excluded in the event that they weren’t office-based leaders. Some felt the title targeted an excessive amount of on look. Our unique model title labored properly for the place we began, nevertheless it was time to refresh and reset our objectives with a rebrand.

Our new objectives targeted on larger inclusivity for all females and males, as we speak and sooner or later, and suppleness to sooner or later create and market a stationery assortment for teenagers, which is one thing I’d like to do. The individuals which are 20-something years-old now shall be progressing their profession and in search of management sources within the subsequent 5, 10 and 20 years. And we would like LH Agenda to be there for them, and make sense to their chief identities.

Q: How did you select the brand new title, LH Agenda?

A: They are saying that probably the most inventive concepts come to us after we are relaxed. I got here up with the title LH Agenda whereas swimming!

Selecting a brand new model title is certainly an essential determination. I’m undoubtedly not an skilled right here, however I’ve chosen model names twice now. 😉 This time round, I actually wished the model title to be:

  • Quick.
  • Significant, with a narrative behind it.
  • Anti-discriminatory and appropriate for teenagers, kids and unisex merchandise.
  • Imprecise sufficient to permit us to develop past a stationery model long-term.
  • Straightforward to write down, spell and say (particularly with my Polish accent).
  • Obtainable as a .com area and Fb and Instagram handles.

We saved the letters LH – to honour our firm origins and remind us of the continuing Leaders in Heels values. ‘Agenda’ is the plural of the Latin phrase ‘agendum’, which accurately means ‘one thing to be finished’. I additionally love that the phrase ‘Agenda’ has a number of meanings which are all very related to our enterprise. A few of these meanings embrace; a listing or plan of issues to be finished, a listing of issues to be mentioned at a gathering, and even an appointment diary. (We love this as a result of our best-selling merchandise are our planners and assembly notebooks).

I wished to ensure the model title DIDN’T have a direct that means, comparable to LH Stationery or LH Leaders. That is in order that, if we ever find yourself altering our enterprise merchandise or route, the model title can evolve and develop with us. That’s most likely my largest tip to others serious about rebranding: select a reputation that signifies who your model is, but additionally retains your choices open for development.

“My largest tip to others serious about rebranding: select a reputation that signifies who your model is, but additionally retains your choices open for development.”

Q: How did your group really feel about your rebranding? How do they really feel now that it’s all out?

A: I’ve acquired plenty of messages from individuals who thought we did a wonderful job in speaking the rebrand. Nonetheless, after we first communicated our determination to vary the title it actually ruffled some feathers! It created plenty of questions and confusion.

Some individuals thought we had been closing down. Some instructed us they liked the femininity of Leaders in Heels title they usually thought that the title didn’t have to vary to carry inclusivity. Some stated they had been sorry to see us make the change ‘only for males’ as a result of they thought the scales had been already tipped so closely in males’s favor. I believe they missed the purpose that together with males was the least precedence of our causes for the change. The primary purpose was to be extra inclusive to all ladies.

What we discovered from the expertise is the need to usually talk along with your buyer group all through the rebranding course of, and to organize for rebrand suggestions.

Don’t presume that your clients will see your first and solely message about rebranding – ship them reminders and reply their questions alongside the best way. We even had to consider what enterprise title our subscribers would see of their emails, so we saved the ‘From’ subject as ‘LH Agenda (prev. Leaders in Heels)’ for a few months. You might strive one thing related.

The reality is, there’ll all the time be individuals who criticise your choices, each in enterprise and in life. Folks usually resist change and like to inform themselves that the enterprise mannequin that labored yesterday will proceed to work indefinitely. However as CEO, my job is to be the enterprise visionary and sit up for our future. My determination to write down an thrilling new chapter for my enterprise was on goal and pushed by coronary heart.

After I owned that, and stepped into the consolation of my determination, I began to get a bunch of help from the LH Agenda group members too. Our loyal group understood that we weren’t going away, and that we’d all the time stay dedicated to empowering ladies – now and sooner or later. Now that ‘highly effective ladies’ aren’t talked about straight via our model title, we’re cautious to maintain mentioning it not directly in our web site content material, packaging, and product design.

Q: Any suggestions for somebody taking a look at rebranding?

A: Altering a model title is a giant, massive job. Our rebranding meant that we needed to change the web site URL, all social media handles, all beforehand printed paperwork comparable to ebooks or downloadable freebies, all contact varieties settings, all welcome e mail sequences to our members, wholesale registrations, ATO, ASIC, automobile registrations, insurances… EVERYTHING needed to be modified.

As I discussed beforehand, be certain to speak your plans to rebrand with individuals forward of time. The worst factor you are able to do right here is shock individuals. Think about… they go to mattress one evening understanding you as one enterprise after which they get up the following day to an e mail from you beneath a totally totally different enterprise title. That doesn’t do nice issues for model belief!

Talk with individuals, get their buy-in and reply all questions and considerations earlier than the precise rebrand. Additionally, don’t change every thing without delay – make any rebranding transition progressive. Check out the images beneath, exhibiting how our model refreshers spanning 10 years result in this seamless new model look (regardless of our rebrand, our emblem didn’t have to vary a lot in 2021). Our values have additionally remained fixed with each model change.

I’ve created a Rebranding Guidelines so that you can use beneath.

Rebranding Guidelines

  • Select a reputation (with room to develop).
  • Safe the area.
  • Talk with clients, stakeholders, associates, and so on. all through the method.
  • Do a stocktake of all advertising and marketing you’ve on the market along with your outdated model – billboards, digital promoting, recurring journal promoting campaigns, and so on. – and replace.
  • Replace social accounts – change over account names, set up constant branding, and so on.
  • Replace emails – design, logos, in-text references, hyperlinks to social accounts, ‘From’ subject, and so on.

Rebranding to LH Agenda hasn’t been our first refresh. If you understand us from the early days, you would possibly bear in mind this primary emblem from 2011. I created it utilizing a particular shoe font. Our tagline was ‘Solely Girls’s Enterprise’. It was actually primary and hmm….. not likely my style as we speak. 🙂

 

Right here you possibly can see our second emblem – a bit of bit sleeker.

Our third emblem: by the point we launched merchandise the model wanted a refresh, and to look extra refined on merchandise.

 

Third emblem as seen on merchandise.

 

Our fourth emblem: a model title change and additional emblem refinement.

 

Present emblem: that is the entry to my workplace proper now.

——–

Rebranding a enterprise takes bravery, and plenty of manufacturers would somewhat follow the established order. If LH Agenda is something to go by, the rebranding course of can take months, if not years, and contain varied steps and essential choices to make. It’s essential to speak along with your clients all through and maintain an open thoughts, however don’t be afraid to stay to your weapons and your imaginative and prescient.

That’s a wrap on our particular birthday Q&A! Keep in mind, you possibly can atone for Half 1 and Half 2 right here on our web site, and might depart any additional questions you’ve for me as a enterprise founder within the feedback part beneath.

Be impressed,

Kasia




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