Discovered these musings on rebranding…finally publishing

This morning, I woke up to snow and to discovering these ramblings somewhere deep in my blog.  I never published these, but they are so appropriate to life, love and business that I figured I would share them as Valentine’s Day approaches.  Although love is mostly used to describe something romantic between 2 people, a parent and child, or siblings…Love can also be about yourself and what is at the core of your business.  If your clients LOVE you and what you are all about, well then they love it all.

a view from my office window

written sometime summer 2011 – I hope you had an awesome start to your summer.  As the temperature sky-rocketed over the last week, and I finally ditched my sweaters for tanks I started to think about change & rebranding.  So many people talk about rebranding, including me.  I went from an advertising major to social worker to  full-time mom to volunteer project coordinator to mom entrepreneur.  Each step required rebranding.

By rebranding, I mean more repackaging what is on the inside…

Often, for a business or business person to stay viable and continue to grow, they have to rebrand, or perhaps evolve is a better description, as time goes on.  Sometimes rebranding is as simple as changing one’s media package, other times it involves changing target markets for their media campaigns, or completely moving on to new endeavors.

Whatever type of rebranding you do for yourself or your company, it is crucial to remain YOU on the inside.

What do I mean?  Although you may change logos, media packages, audiences, or what type of industry you are in all together… still need to be YOU.  If you are not true to who you are, it will shine through AND up until this point a portion of your success is a result of YOU.  Branding, Packaging, Marketing, ETC – they all matter, but YOU matter, too.

At the core of your business is who? YOU.

For example, take a peanut butter & jelly sandwich.  You can change flavors of jellies or brands of peanut butter, swap creamy for crunchy p.b., ditch the bread for a bagel, select whole wheat over white, BUT at the heart of what you are eating is p.b. & j.  If you remove the peanut butter and jelly totally, you no longer know what to expect…who knows what could be in there – maybe turkey?

See what I am saying?  If people love p.b. & j., they want to deal with a biz that is p.b.& j. at the core no matter what type of bread surrounds it.  If they want turkey…..that is someone or something else all together.

In other words, people do biz with YOU because underneath all the BRANDING you are YOU.

I may have rebranded, but at the core of every step, I was true to ME and who I am.  Trained in social work, I am a listener, helper, and facilitator of change.  As a mom, those skills only grew in my daily mission, and now as a mom entrepreneur, crucial to my mission is helping other moms reach entrepreneurial goals.  Somewhere deep inside is the advertising major who loves creatively promoting and connecting others.

I may have changed the outer package from Rachel Blaufeld, MSW to MOM to Back’nGrooveMom, but all along the way…..I have always been ME.

Just like these heart-shaped donuts are still donuts on the inside ....

{ 1 comment… add one }

  • Haralee February 13, 2012, 10:25 PM

    Good points.
    With the Oscars coming up, actors are the real new branders. That is why in a performance we like so much because the character is so different from his or her brand!


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