Rebrand insights — they just keep coming!

Anatomy of a Rebrand part 4

Since the insights keep coming, let’s look at them together.

I’m in the phase of the rebrand now where many things are happening at once. I’m working on the website in WordPress. Developing the look, the feel, the many images, the content, the offers. Many of these focus areas have come with insights — uninvited, unanticipated, and in many cases pretty ouch-y.

Rebranding insights

  • Testing your new unannounced high-end program on an existing client is dangerous.

    First insight: Stealth beta testing is not for the faint of heart. You don’t know your new content well (you’re still creating it), so you may find yourself paying more attention to the content than to your client. I’m here to tell you she’ll notice. She won’t like it; she probably won’t feel like you’re focused on her (because you’re not, at least not as much as she deserves). It’s a dumb move, I won’t be repeating it, and I don’t recommend it.

  • Working on the visual components and your marketing copy at the same time is challenging!

    Second insight: Make sure you have good support and a good team. Unless you are a brand whisperer and designer like me you’ll probably never be in this position. Managing pixels, images, and words at the same time can really stretch your ability to get the job done. I could have DIY’ed this whole thing, but luckily for me, I listened to my coach. I have hired one of my team members to do a big chunk of the coding on the new site. Even if you’re DIY-ing your website, don’t do it alone. Do the parts that come easy to you (maybe it’s the copy writing, maybe it’s the images, maybe it’s creating the content for the pages) and invest in really good support for the rest.

  • Make sure your website is easy to edit.

    Third insight: Lower the bar, get the content good enough, and launch. You don’t have to have anything perfect in order to share it with your tribe. Dynamic content is queen, yo. Give great thanks for WordPress (or any other easy-to–content-manage platform), and if your site is not on WordPress yet, talk to me. and find out what you need to do to make the change.

    Once your site is on WordPress and launched, you can keep refining your copy, and your offers, and your fees as you go. If you still have a static website that forces you to do anything more complicated than log in, edit the page, and hit Update, you’ll find yourself making changes less frequently than you can (or must) to stay on top of changes in your business. There’s another big reason to keep your content dynamic: Google is favoring fresh content more and more. You’re doing yourself a search-rankings favor every time you add or change copy on your site.

What did I leave out?

It’s been quite a day! I’m sure I didn’t list all the good (ouch!) insights. If you have any other (re-)branding insights to share, let me know in the comments.

Blessed be.

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Sue

I’m a barely tamed hippie, sage, seasoned, sarcastic (not all the time any more, but still). I’m a mom, a daughter, sister, a neighbor, and a friend. I’ve been on this meandering journey — like you, probably — seeking a better connection to and experience of peace, harmony, and fun in every bit of life. I’m single, quite good at it, and mostly love it. I’m here for the conversations I get to have with you, which these days center on exploring the mystery and beauty of life, work, health, aging, and creative expression. Want to know a little more about me and my journey? Explore the site. Read the blog. Connect with me on Twitter, Instagram, Facebook, Pinterest, and LinkedIn.

Join the conversation!

    • Lisa, welcome here.

      Oh yes, that kimono of mine is often wide open. That’s how I roll.

      Blessed be.
      Sue

    • Hey Fiona, welcome here.

      Happy to be of service. Good thing I have a lot of hair. Gotta tell you I had so much fun taking that picture. I had forgotten I can do Mac selfies. Yay for Photo Booth.

      Love and magic,
      Sue

  1. Love your honesty and your flashing. (Open kimono, right??? lol) I think my big insight was “good enough is good enough.” It helped with my perfectionist paralysis and let me get back to the fun stuff: writing books. <3

    • Andrea, I know, I love Lisa bringing that bawdy image to the party. Nice!

      I’m reeling from finding that I need to re-do one sales page (a big one) and ten images. Sigh. So this is re-do week, and then when I catch back up, hopefully I can move forward and get closer and closer to “good enough, let’s launch!”

      xoxox
      Sue

  2. Great insights Sue on rebranding! Just went through this last summer and thank god I had a team to assist me. This list was so helpful and will my go to when I rebrand in the future. xo

    • Debra, yup, a team is critical. Especially when all the work seems to be happening at once (some for the second time, oy).

      Thanks, xoxox
      Sue

  3. Thanks for the tips! A few months ago, I started my webpage all over from scratch. So, I understand. Xoxo

    • Natasha, I bet you do understand.

      I send you a dose of self-compassion and ease. Because this shit isn’t easy.

      Love and light,
      Sue

  4. Appreciate how you are sharing your experience step by step and insight by insight, Sue. Sounds like you are still having some fun with the process, in spite of the inevitable glitches and setbacks that seem to come with the territory of doing a rebrand. Yes, to always having help! Without my art director friend doing my design and graphics etc., I am not sure I would have ever launched. Unfortunately the visual perfectionist in me still wants things to look beautiful and impeccable and sometimes, that takes a lot of time. Thanks for the encouragement to settle for good enough and to ditch the perfectionist plague so many of us still have! Looking forward to seeing your new rebranding revealed. xo

    • Beverley, thanks. I can really appreciate the empathy, now that my next task is re-doing nine images (I did something wrong and ended up with blurry figures) and one sales page (because I realized how important a non-linear approach is when talking about the Divine Feminine in business.

      Taking a deep breath, and stepping cheerfully into do-it-again mode.

      Gratefully,
      Sue

  5. In the 4 years since I first launched my website, there have been a lot of changes as my business developed and I was fortunate that the then website developer was introduced to me by a former colleague and good friend. While I didn’t get a hefty discount or anything, I did get lots of advice for going forward and the tip to learn some basic WordPress skills since I had a blog.

    4 years later, the website has changed and keeps changing but I’ve learned to do it step by step and have a website maintenance person who helps me with coding and takes care of the stuff that I know can go wonky.

    Outsourcing parts that we aren’t skilled at is a good idea provided you find someone who understands your business and your needs. My current IT chap makes me go through the changes before they go live and insists I back up everything in case we decide the change isn’t a good one. Lots of hard work behind the scene to make sure it all comes together live. Rebranding is a wonderful journey to discovering how far we ourselves have come, Sue, and I’m loving watching yours. 🙂

    • Vatsala, good support is key, I agree. I don’t know what I would do without my WordPress support group. I look forward to Fridays, where I get to immerse myself in very smart group thinking about my website problems and questions (and everyone else’s). It’s Friday, I get to go today, yippee!

      Thanks for paying attention to this journey of mine, and cheering me on.

      Love and magic,
      Sue

  6. Thanks for this series, Sue!

    It just keeps revealing more and more, like you said. I’ve done mine DIY from the start and am starting to see where I could use some help with the bigger stuff. I love that you lay it all out there, the good decisions and the not so good ones.

    I love the picture, too 🙂 That’s how I feel some days looking at my website.

    Big Love,
    Jenny

    • Jenny, yup it was fun to remember PhotoBooth and to set my inner critic aside and snap the picture.

      I can help with “bigger stuff.” Any time you want to look together at what’s going on, set up a call. Would be lovely to hear your voice; it’s been a while.

      xoxox
      Sue

  7. Oh I love your image and haven’t we all felt like that from time to time?! Great advice Sue, especially your point about Beta testing … been there, ouch! Thanks for sharing and inspiring us!

    • Marquita, I’m so so so glad to know I’m not the only one who made that mistake.

      Licking that wound, grateful for the lesson. And m-o-o-o-o-o-ving on.

      Thanks, I’m grateful for you.
      Sue

    • Teresa, thank the Goddess it doesn’t have to be perfect, otherwise where would I be? 🙂

      Blessed be.
      Sue

  8. Sue thanks for sharing your journey, the lows too I have been blessed with the copy help I feel your pain as I am about to change my home pageand my optin as i jumped to quickly. I was going to blog about this today and decided to wait until I have made all the changes. xxoo

    • Suzeleh, now I’m making up a Yiddish-flavored nickname for you. Hope you like it!

      I am looking forward to the day when I’m no longer writing about this rebrand, and instead writing about all the wonderful changes in my business that have come about thanks to all this hard work!

      Love and light,
      Sue

  9. That second point is so true! My WordPress site is driving me crazy because there’s a bug that means the spacing disappears. For the first time I’ve tried inserting a piece of code to get the spacing (as instructed by my designer) & it works beautifully, then drops out as soon as I switch to visual editor.
    You are so right, this interferes with getting the content right. One step at a time is clearly the way to you. Thanks so much for the tip, & all that you’ve shared here.

    • Oh Juliet, I actually know whereof you speak! If I’m right, you’re finding that your carefully made spacing adjustments that you make in the text editor disappear (get stripped out of the html, in fact) when you switch back to visual editor. If this is the case, read on, I might be able to help.

      This happened somewhere around WP 3.5 and is a pain in the tush. I work around it by wrapping all the paragraphs that need to behave in p tags with this following the opening “p” — I’m using brackets instead of carats so WP will leave this alone. What’s key is the p id=”” class=””
      [p id=”” class=””]insert your fabulous text here and then insert the closing [/p]

      And of course use the straight up and down quotes, not curly quotes, that won’t work at all! I am going to stop now; I don’t have the skills I need to show this to you correctly!

      You can even put that inside a UL and it’ll work.

      Let me know if I’m even remotely helpful here.

      <3
      Sue

  10. What we show the world is the finished product and very few have a clue what went into making it happen. So nice of you to share your behind the scenes process. So looking forward to seeing something.

    • Roslyn, from your lips, sister! I can’t wait to move on. Hopefully won’t be subjecting you to my rebrand journal much longer!

      Love and light,
      Sue

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