247: Has your Business Brand Become a Liability? How to Know When It’s Time for a Tune-up with Adam Chaloeicheep
Has your business brand become stale, perhaps to the point of being a liability? After a few years, especially with major pivots, you may run the risk of losing clients and credibility. Sometimes it’s time for a tune-up and fresh tires, and sometimes, it’s time for a whole new brand engine.
As today’s returning guest, my good friend and part of the team behind the award-winning Free Time brand, recently featured on Behance. Adam Chaloeicheep says, “It’s about building the relationship with your customer. First impressions are really important.”
If you haven’t already, I suggest listening to our previous conversation first, 045: Behind the Free Time Brand with Adam Chaloeicheep, for a foundational overview of how Adam and team think about brand strategy more broadly. Today, we’re diving into how to know when you’re due for a rebrand.
More About Adam: Adam Chaloeicheep is co-founder of Together agency with his wife, Marisol Dahl, who I had the great pleasure of working with for five years in the early days of JBE. Adam is a creative business leader with over a decade of experience in a variety of startup areas including product and service concepting, building teams, operations, and brand-focused design and digital solutions. He is one of my closest friends (12 years and counting!), and a creative business leader with over a decade of experience in product and service concepting, building teams, and brand strategy. Together Agency is behind every big brand I have launched into the world including Pivot and Free Time.
🌟 3 Key Takeaways
Three key signs it’s time to rebrand: your brand is a liability to your business, your business model has shifted and you’re growing out of it, your brand name no longer works
Brand therapy: Sometimes it’s hard to let go of attachments to aspects of the old brand or business model. Stay focused on the bigger picture.
Tune-up moments: Customers and clients also get really excited to see something new. It reinvigorates interest and can become a moment where you show the world, “We’re still here, we’re still growing, and we’re refreshing and refining and polishing.”
📝 Permission
Be vulnerable; take some risks to put your whole self out there.
✅ Do (or Delegate) This Next
Sit with one of the creative questions from Together Agency’s client intake/exploration survey: What texture is your brand? If your brand were a plant, which one would it be? A song?
🔗 Resources Mentioned
Together Portfolio: Free Time Brand Strategy
Articles: Free Time feature in Print Magazine, Activate Your Brand: From Idea to Reality
Jenny’s Substack: Rolling in D🤦🏻♀️h, Rebuilding from Rubble
Apparel: my favorite cozy cashmere sweats by Naadam
Tools: Upwork, Behance, Canva, Working Not Working, ChatGPT, Substack
📚 Books Mentioned
🎧 Related Episodes
BFF Bonus: Certification and Licensing Workshop with Pamela Slim
Free Time: 005: Brand Obsessed with Emily Heyward
On licensing: 140: How to License Your IP (Intellectual Property)
186: Licensing 201 — Q&A (Part One) on Product Development, Attracting Clients, and Sales Process
187: Licensing 201 — Q&A (Part Two) on Pricing + Packaging, Train-the-Trainer, Delivery, and Legal
Pivot: 12: Belly of the Pivot Beast: On Bouncing Back from Zero with Adam Chaloeicheep
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