Suzanne Chadwick 0:00
Welcome to the brand builders lab podcast. Amazing to have you here today. What I wanted to talk about was the breaking and remaking of a brand, and I have to say that Lisa Messenger's book, which was called risk and resilience, I think she put it out quite a while ago, also had that title, which was the breaking and remaking of a brand. And I am working with a lot of clients at the moment where I feel like this is what we're doing. And it could be people that women who have come out of corporate, and they obviously had a brand within corporate, but now they're coming into their own business, and they're needing to now build a new network, a new personal brand, and also kind of move out of an employee mindset into a business owner mindset. The second client that I'm working with is somebody that has had a really successful business, but might be shifting their business model and shifting into something else that they're doing now. And so once again, it's like starting to shift their personal brand, shift their brand into something new. Otherwise, the third client that I'm working with is somebody that's been in business for a really long time, and they just kind of need to shake things up. They need to do things differently. And so really thinking about where their brand is going, what they need to change. And I think one of the biggest challenges for a lot of women who

have been in business for a while is actually visibility, because the markets change so much, because obviously video is so key and important right now I am working with a lot of clients where they have not had to be visible online. They've not had to show up as much as what you do need to do now. And so we're doing a lot of work with them around the building the confidence to be able to show up online. Because I think that there is a lot of fear of judgment, fear of the way they look or sound, or, you know, what people are going to say. And so we want to talk about what it looks like to break and remake a brand on the podcast today. And there's four key things that I wanted to share with you that I'm working with clients, but also things that you can think about if this is something that you are in the process of doing. And if you're listening to the podcast or you're on IG live, then you can let me know whether that's something that you are working through as well. But the first thing that we're doing is really looking at repositioning. So you know, if you've had a network before, or you've had a reputation in a particular area where you might have been delivering a product. So I work with people that are like brand designers, website designers, maybe have come out of consulting, and now they're like either coaching, or they're working in the small business space, where they are the brand, where they're not sitting behind a bigger brand, as you would if you were in a job, but they are now the brand, and so people are deciding whether they work with you. Are you the person for them? Do you have the same values and beliefs that they have? Are you the person that's really going to help them to be able to achieve whatever it is that they're wanting to achieve? So if you are needing to make a shift with your brand. Then really looking at, how do I reposition myself? How like, where do I want to sit in the market? Because I was sitting in product delivery or service delivery, and now I'm sitting in the consulting and coaching space or something similar. And so really understanding what is the problem that I'm looking to solve? Who am I wanting to work with? Am I the Chanel or Kmart? I always love to give that examples to clients when it comes to brand positioning, like, are you going to be high end? Are you going to be midpoint? Are you going to be volume? And so really thinking about when I am looking to evolve my brand, where is it position now? Is it different to where it was, and how do I start to articulate that positioning in the market as well, and how do I build products and services that are aligned with that brand position? So I want you to think about whether, when you are shifting your brand, is it positioned where it needs to be, and what does that brand positioning need to look like. Do say, etc, yeah. So the next thing after your brand positioning is reintroducing yourself when you're in a brand evolution. I think it's, I think one of the biggest issues I see is that we assume that people understand what it is that we do we we assume that they are. To stand, where we're positioned, what our products and services are, and so we don't talk about it. I think that whether you're evolving your brand or not, I think this is one thing, and I have to tell myself this as well sometimes, is to talk about my products and services, to talk about how people can work with me, and it's not about constantly talking about your products and services. That's not what I mean, but it's also not assuming that everybody knows what it is that you sell, that it's not assuming that people know how you can help them. And so one of the things I talk to my clients about is obviously story selling, where you talk about the clients that you're working with and the programs that they're in and the results that they're getting, or what you teach within that program, and how it can help the people that are listening to you right now. So think about, how am I being really clear and consistent with the way in which I'm talking about my products, my services, the things I help my clients to do, the problem that I solve? Because you've got to remember that you've always got new people coming into your world as well, so assuming that your audience, who are there just know what it is that you're doing. And I remember years ago, I was working with a large group of clients, and there was one particular thing that I thought I always talked about, and one of my longest standing clients said to me one day, oh, I didn't realize that's something that you do. And I thought I talk about, I think I talk about this all the time, but she didn't know, and she was in my world, she was in my community, she was following me on socials, and she's like, I didn't know you did that. And so I always think back to that example, when I am talking to clients about how much you share what it is that you do, I feel like it's something you've gotta be doing on a weekly basis, and you've gotta find a way that really works for you in regards to how you share it. So you're not being like, here's my product, buy it. But you are saying, you know, when I was working with one of my clients in the brand to profit like method, where we help you build your personal brand, then some of the things that we were talking about with this, this and this, and so you can really weave it into your storytelling. So when you are breaking and remaking your brand, or you're evolving your brand, just remembering to be consistent with introducing what it is that you do, how you do it, who you're helping, what the results are that your clients are getting, because that's Authority building as well. And you know, if you are listening to all of the content gurus online, you know that authority building is a really important thing. It's the results. So if you are listening to somebody and they're like, you know, I've been working with a client and they they, you know, recently made $50,000 $100,000 or they had this transformation. They changed their life. They got the new job. They did whatever it is that you help your clients do. When people who are wanting that transformation hear it, then they're like, Okay, I need to listen to this person more, because that's the outcome that I want. Remember, we buy based on desires. And I heard this the other day, which I thought was such a great example, was that, you know, when somebody buys a Taylor Swift errors to a ticket, they're not solving a problem. They're spending $1,000 because they have a deep desire. So whilst I think it's really important within your brand to be talking about your client problems, I think really building out an understanding of what's possible for your clients, how you help them, what it is that they're going to experience and do and have and be when they work with you is really powerful. So I want you to think about as you are evolving your brand and wherever you are in your brand development. At the moment, are you talking about what is possible for your clients?

What is what are their big desires? And I actually look at this on a regular basis, where, when I've got new clients coming to me. There's two things that I look at. Number one, I take a look at why they're coming to me. Like, what are the problems that they're looking to solve when they come to me? So you can take a look. I just ask my virtual assistant to actually go back over all of the applications that we've had and take a look at where we ask the question, what is it that like, why are you coming What is the one thing that you really want to achieve. Right now, I've said to her, can you go and collate all that information so that we're using our clients words verbatim, so that we're using our clients words exactly the way that they're coming to us and saying, This is the problem that I have, and then also taking a look at what is like, what would success look like for you? What is the outcome that you want, and using those words verbatim as well. So when we're talking about either evolving our brand and our messaging, we really want to continue to use our clients words reintroduce what it is that we're here to do and how we help them, so that we can make sure that it's really clear and we're not assuming knowledge. Because I think. When you've been in business for a really long time, we assume knowledge all the time. We assume that people understand like, for example, what is a personal brand? I would assume that people know that, but I need to explain that on a regular basis so that my audience knows what it means to me and how I help my clients to do that. So if you haven't done that for a while, I would really encourage you to think about how you are just and it doesn't have to be long explanations, but reintroducing what you do to your clients, so that when new people come to you, or even when you're creating, you know, reels or whatever, tiktoks, etc, just knowing that there's going to be new eyeballs on what it is that you do, so making sure that you are continuing to share who you are, what you do and how you help. Yeah, the third thing that you really need to think about when you're breaking and remaking your brand is taking your existing audience on the journey with you. So because I work with clients where, like I said, they might have been service providers, or coming from corporate into entrepreneurship, and they have a bit of an audience, actually, saying to your audience, this is where I'm going. This is what's happening. This is what I'm going to be doing. If you want to come on this journey with me, then I would love you to come on this journey with me. But this is, this is why I'm changing. This is why I'm shifting, and this is what you can expect. And so really starting to tell more of your stories. And I think that, think that a lot of people struggle with storytelling. And so I just want you to think about what is a conversation that you've had recently? How did you get to where you are? What is the shift that you've been creating for yourself or for your clients. And I said to a client the other day, you don't need to give details, obviously, about the clients that you're working with, but you can share the struggles that they're having and the things that you're doing to actually achieve what it is that you're wanting to achieve together. So think about what are the stories that I'm telling? This is my favorite. What is the hill that you're willing to die on? Yeah, what is the one thing? And I was, I was giving some examples of this the other day. So for example, some people say that you should niche when it comes to your personal brand, and other people say you are the person. You are the niche when it comes to personal branding. Some people are like, if you're an entrepreneur, you need to work 24/7, go hardcore, be all in. There is no balance. And then you've got other people that are like, when you have your own business, you can absolutely have balance. And so you do have to decide, when it comes to your personal brand, what camp are you pitching your tent in? Which camp are you sitting in? So really taking a stand on something. So when you are evolving your personal brand, or you're building your personal brand, I really want you to think about, what is my story, and how does this position me? What is the hill that I'm willing to die on? So my deep belief. The thing that I really think is so important for you to know that I believe also what is the enemy? So for those who are like, No, you have to work all the time, as opposed to those who say you can have balance in your business, then you're like, Well, I'm fighting against whatever the opposite side of that argument is because if you can be really strong on what you believe and what you're fighting against, then it means that the people who want what you talk about and who are like, Yes, I'm all in on that. I want more balance. I don't want to burn out. I want to, you know, create the systems that help me to have a business that works on autopilot for me, or whatever it is that you talk about, then the people who want that, they're going to come to you. They're going to be the ones who are like, I'm all in on what you talk about. Suz, like, let's go. And I think that you can feel that like through the energy that people like when they're sharing online. Is this person for me or not? Are their values aligned to what I want is, is the camp that they're in, like the hill that they're willing to die on? Does that feel like what I desire the most? Am I somebody who's like, yeah, I want to work all the time and be you know, have my business, is my baby, and it's all I think about. Is that you or are you like, No, I'm in this camp over here. Yeah, so I want you to think about how you are taking your audience on a journey with you, so that they know what you're all about, whether you're for them, whether you can help them get the desires that they really want and get the outcomes that they want. But if the last thing I wanted to share is that if you're a business owner that's been around for a long time who is trying to evolve their business and brand. This is going to be a big one, mindset and old habits. And can I tell you like I go through this myself as well, it's so easy to get comfortable in what we've always done. It's so easy to get comfortable in the products. Services we've created, the things that we've talked about. And when you're trying to evolve your brain, and I am so in this as well, your brain will resist. It is fascinating to watch when you're trying to evolve yourself, when you're trying to grow when you're trying to develop either new skills, new ways of thinking new ways of being in your business, your brain will be like, no, no, no. Let's go back to what's comfortable. Let's go back to what we know. Let's go back to like what we've always done, because that feels really comfortable. But the thing is, is that what you've always done may not be working for you. Now, the market has had a massive shift, and the way in which we build our personal brand, the way in which we connect, we communicate, is now different, and it's changing. And if you have been in business for a long time, you've got to move with that change, otherwise you become obsolete, which is the worst thing that we can think of as business owners. And so now it's like managing our mind to say, Okay, what is going to drive me, what is going to help me to achieve more of the things that I want to achieve, to show up and be more visible, to create the impact that I want to work with, the clients that I want to work with, like, what is the shift and the change that you need to make yourself in your own mindset to be able to do that? And I think it's only by being really conscious of the way that we're thinking and what we're not doing that can help us to shift. And I also think having a really clear north star when it comes to what you are wanting to build, as far as your brand goes and your business goes like, what is your business going to look like in the next 235, years. Like, do you have a vision for that? I talk about having a personal brand vision, and for me, it's like visualizing exactly like, where I want to be, what I want to be doing, who I want to be working with, and then really looking at, okay, in order for me to get there, what do I need to be doing, thinking, creating right now. Because obviously it doesn't take five minutes to change your business like it takes time to really shift things and make the changes that you want to make, from a long term perspective, and so having a really clear vision of what it is you're building towards, especially if it's something new and different that you haven't done before, I think, is a really important step that a lot of business owners don't spend enough time on, and really spending enough time and saying, What how do I need to think? How do I need to think in this new way of working? How do I need to think as I build this new version of my business, and how do I need to think as I build this new version of myself as well, because obviously you need to be different and evolve and change and shift in order for you to build the business that you want that is not in existence yet. And so that's something that I believe as well, and some people may not believe that they might be like you can totally build a business at the next level being exactly who you are now. So that is what I believe, and so I just want you to really think about because, like I said, I'm working with so many clients at the moment where it's all about the evolution of the business that they've had and how they're now building their personal brand in a new iteration, in a new way, which is challenging their way of thinking, being, doing, creating, and so that's what we're working through.

So that is the podcast for this week. If you've got any questions, let me know if you're building if you're wanting to build a personal brand, but you're struggling with it, then obviously come and have a conversation, and we can take a look at how we can work together to help you build a personal brand that really does what you want it to do, and helps you stand out and helps you to create the impact and the income that you're wanting to create. So have an amazing day, and I will catch you on the next podcast.