Being your own client can be a tough gig. I learnt that lesson rebranding my own business and launching a new website last year. Now I’m the other side, I can see I learned other valuable lessons too..
Lesson 1: Know your limits
At the start, all I knew was that my years-old website and generic company name did a poor job of showcasing what I do and where I wanted my business to go.
A new name that felt authentic, interesting and would last was anyone’s guess, and applying the creative idea process to myself by myself was hard. I enjoy how two minds riff off each other and explore ideas more fully by testing them from different perspectives. Objectivity also helps keep those minds open, something I couldn’t have as my own client. As for a logo and web design, my initial foray into DIY did not impress. Yes, there are lots of apps for creating logos and websites, but as someone without a confident design eye, would I really be able to create a brand and site that said good things about my business before you even read a word on the page?
I decided I needed help. A naming brainstorm over a bike ride and a beer with the lovely Katie from Supafrank followed (could a meeting get any better?). As we explored Katie’s initial thoughts on routes we could take, a light started to flicker.
Lesson 2: Get your brand right and your voice will follow
Our brainstorm ping-ponged from butter (ideas worth spreading) to nettles (difficult topics handled), threads (unravelling a tangled story) and more, but the word I kept coming back to was ‘fathom’. A few iterations and domain name checks later and we arrived somewhere interesting.
A brand name that had meaning instantly set a new tone for the business – more purposeful, more confident. When it came to life as a logo and web design, it made me look at the web copy I had so carefully drafted with fresh eyes.
Rewriting the words took far less time with the brand identity as my guide. Qualifiers felt too hesitant (‘in some cases’, ‘potentially’), sentences condensed, descriptions disappeared. A fun, confident design needed words and tone to match.
Lesson 3: Make time your friend. Or phone a friend
It also helped that weeks had elapsed between writing the first draft of the website copy and coming back to it with the new brand. Time gave me distance and objectivity. I could appraise what I had written without feeling emotionally invested.
Even so, a second, more objective, pair of eyes was invaluable. By asking questions and playing back what she heard, Katie helped take the corners off the copy for a much stronger end product.
Lesson 4: You decide
That said, I also learned that ultimately the decisions are mine – which name to choose, which logo, which colours, which web design, which words. Others can offer opinions and advise on possible implications, but only I decide. At first this felt daunting, but in the end I love the fact that the brand and voice were chosen by me to best articulate my business’ personality and purpose.
Lesson 5: Design and words are like strawberries and cream
As a words person, I love how picture people’s brains work. Going through my own rebrand process showed me just how well the two work together.
A brand identity starts with an idea. Mine started with ‘Exploring the creative journey to unravel a juicy story.’ Those words inspired Katie’s dynamic and playful visual design.
But words also spring from design, as I mentioned at the start of this post. Once we had the punchy pink banners at the top of each web page, for example, I knew I needed punchy words to do them justice.
I often find that people are more comfortable with either words or visuals. Some may not be confident with either. Reality is, each needs to enhance the other for the strongest impact. I know my limits, and I’m glad I got such good help with the visual side.
Lesson 6: You get what you pay for
There are many inexpensive or free online services and DIY options that could have helped me create a logo and website that were better than what I had before. But I felt that none of them would have set my brand apart. I chose to invest in an experienced and talented creative expert and a specialist WordPress developer to get a brand and website I felt would take my business forward. What I also got was guidance, an objective perspective, and the confidence to make brave decisions. I’m delighted with the results.
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