Market to the Majority

If you've ever said "I never see any color on your portfolio," this episode is for you! Today I'm sitting down with my client Vix Meldrew to recap her rebrand experience with Highflier Powerhouse.

First, we're getting into what she was doing before and why it no longer felt aligned. You might hear a bit of yourself in her experience. She has an incredibly strong offer, feels super comfortable writing about it, but when it comes to visuals, she always felt lost. One day she'd see a new trend going around and suddenly feel the urge to switch up all of her colors and fonts.

That's where we came in. Vix knew she brought a nostalgic, fun energy to the table. With her signature offer, she wanted her visuals to feel like an actual rave! As an educator, these visuals set her apart. Instead of going for the more obvious teacher/student motifs or a more neutral color palette, the visuals we brought together for her make her containers feel like a party.

This is a great behind the scenes look into what it's like working through a rebrand. Now, Vix has a newfound excitement when it comes to putting out content and attracting new cold leads into her world. At the time of recording, Vix's rebrand wasn't officially live. But now it is and you can check it out on her website!

Connect with Vix:

• Check out her website
• Listen to her podcast
• Follow her on Instagram

Connect with me:

• Website

• Join our email list!

• Instagram

• Pinterest

Learn how to build a strong brand and sign your next 5 highest paying clients using cold leads inside our 12-month program Brand Revenue Lab. Join today: www.highflierpowerhouse.com/revenue

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

We often pivot to solve a problem. But what we don't realize is that pivot can actually end up introducing a whole new set of problems. So how can we pivot profitably? The thing about a rebrand is that you have to change your consumer's assumptions about you.

If you're going from the cheerleader archetype to the assertive, straight forward coach, you'll need to illustrate these changes with precision. Otherwise, you're going to confuse your audience and ultimately lose out on sales and reach! A brand pivot is a tricky moment because the identity itself is shifting and business owners often navigate that unconsciously.

One of the huge decisions that we're constantly navigating is how to use the marketing tools we're given. Even big businesses have to work with socials that look entirely different than they did four years ago. Think about it - Instagram stories are new, reels are new, Tiktok went from Musical.ly to the almost QVC-esque platform it is today.

So while you're pivoting, the rest of the world is constantly doing so as well. It's a bit of a dance to move gracefully through it without losing money in the process. So today, we're chatting about the biggest mistakes people make during a pivot and how exactly they can be avoided. If you prefer a good read, check out the full blog of the episode HERE!

In this episode, we're also chatting about:

• The Pre and Post Pandemic Business Landscape
• The Impact of the Pandemic on Branding Priorities
• Navigating New Competition with Pivots
• Real-Life Examples of Successful Pivots
• The Role of Rebranding in Profitable Pivots

Connect with me:

• Website
• Join our email list!
• Instagram
• Pinterest

Learn how to build a strong brand and sign your next 5 highest paying clients using cold leads inside our 12-month program Brand Revenue Lab. Join today: www.highflierpowerhouse.com/revenue

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

If your income was steadily growing for a while only to come to a mysterious halt, it might be time to check on your brand awareness. The plateau is actually not as mysterious as it might seem! When you understand the different stages of brand awareness, it's so much easier to break to the next level.

Brand awareness is one of the most underutilized areas of branding. So many people will get a nice, shiny new brand and think that's that. The thing is, new branding will only get you so far if you're not constantly evolving your marketing to keep up with your buyers. Think of it like meme culture. The first time you see a meme, you might laugh and share it with your friends. The second time, you might laugh but you're no longer sharing it. The next time, the joke is old and you've moved on.

You want to stay ahead of the curve of people's attention. In the final stage of brand awareness, you're converting people instantly. Whether it's through word of mouth of completely cold leads stumble on your website, brand awareness is strong enough to convert. Tune in because we'll be discussing the stage that most people get stuck on and how exactly to break past that threshold!

In this episode, we're chatting about:

• Why brand awareness is so important
• What is brand awareness?
• The stages of brand awareness
• Why you'll need stronger brand awareness with each stage in your business

Connect with me:

• Website
• Join our email list!
• Instagram
• Pinterest

Learn how to build a strong brand and sign your next 5 highest paying clients using cold leads inside our 12-month program Brand Revenue Lab. Join today: www.highflierpowerhouse.com/revenue

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

If you've been a fan of Becoming The Brand for a while, don't fret. Your favorite podcast still exists, it's just undergone a rebrand! So today, the podcast is actually a perfect example to take you behind the scenes into the rebranding process. We'll start with why I felt like now was the time for a rebrand, what elements we intentionally changed, and close out with what the plan is moving forward.

Believe it or not, I actually didn't plan on changing the direction of the podcast until the final days of the rebrand. If you're on the email list, you've been getting updates and sneak peaks along the way but today, we're really getting into the intentionality behind every choice. From choosing to go with a rebrand instead of a refresh to the details of our most recent photoshoot, we're covering it all!

This episode is going to be especially valuable to you if you're in stages of deciding whether you want to rebrand or not. It can be a tricky decision. You'll find yourself wondering - should I just do a brand refresh? Do I just need new photos? What's working and what's not? So I'm excited to take you behind the scenes into our thought process to help you make that decision for your business. On top of the rebrand, we've got some new and improved resources for you. So if you're more of a reader than a listener, go check out the episode in blog form over on our website.

In this episode, we're chatting about:

• How to answer the question "how often do I need to rebrand?"
• Why design trends can affect the way cold leads react to your brand
• What we loved about our first rebrand
• The reason behind this rebrand
• Behind the scenes on the entire process of rebranding

Connect with me:

• Read the full blog post HERE
• Instagram
• Facebook

Learn how to build a strong brand and sign your next 5 highest paying clients using cold leads inside our 12-month program Brand Revenue Lab. Join today: www.highflierpowerhouse.com/revenue

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

People pleasing creates watered down brands. If you're a people pleaser, I want you to ask yourself to name three people that are actually pleased with you and being LOUD about it. It's hard to bring out bold, enthusiastic opinions in other people if you're not sharing them yourself.

Think about your favorite celebrities. People rally around celebrities because of their brand! And part of building their brand comes from super bold actions and statements. From one confident claim, we can all guess what their next move might be. We can start to feel like we understand them and even know them on a deeper level.

I think we're all a little bit afraid that we'll sound like a hater if we share our boldest opinions. But here's the thing: you're only a hater if you have no other solutions. I've been guilty of this before! I used to be totally against website templates. But was I coming to the table with a solution for people who weren't ready for a full rebrand? Nope! So I've been a bit of a hater before and I'm sure you have too.

But the great news is, we're all allowed to evolve and change our opinions over time. Yes, it's important to have conviction and congruency in your brand. So don't go out and flip flop with contradicting opinions every week. We don't want to encourage distrust. But there is a way to change your opinion and stay on brand! Tune in till the end for the inside scoop.

In this episode, we're chatting about:

• Why brands that don't center bold opinions have a hard time finding aligned clients
• Reframing "mean girl energy"
• The difference between a hater and a business owner that knows who they are
• How to change your mind without feeling off-brand

Learn how to build a strong brand and sign your next 5 highest paying clients using cold leads inside our 12-month program Brand Revenue Lab. Join today: www.highflierpowerhouse.com/revenue

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

How do you make brand decisions before you get any feedback from your audience? We can't for everyone else to tell us who we are. And yet, I see a lot of business owners doing this. They'll try to be for everyone because they want to cast a wide net. They feel like committing to a certain vibe will isolate potential clients.

The result? Super vanilla branding with no perspective at all. But how do you know what to commit yourself to? One day, you might feel called to the light, airy, beachy vibe and the next, you feel more bold, powerful, and luxury. If that sounds like you, you need to listen to this episode because indecision is death to a good brand.

Your brand is your ability to stand out. We don't want you to be basic, we want you to be a one of one entrepreneur. For Highflier Powerhouse, that meant tuning into the Villian archetype. Growing up, I was always more drawn towards Kate Sanders than Lizzie McGuire. And you can feel that in the brand. We're not afraid to be a little sassy, bold and confident.

You want people to make automatic associations with you. They see a certain meme and they immediately tie it back to your brand. They see your posts on Instagram and they can IMMEDIATELY tell it's your post without looking at the username. How do you do that, even without a big audience? You personify the brand. And you'll have to tune into the episode to learn more about how to do that!

In this episode, we're chatting about:

• Why I don't like the term "cult-like branding"
• How I built a brand with a small audience
• How your personal brand can allow you to intentional craft an identity that YOU want to embody
• Why it makes no sense for a brand like Marc Jacobs to try and appeal to a Gen Z, hyper-trendy audience

Connect with me:

• Join the email list
• Follow on Instagram

Work with us:

Learn how to build a strong brand and sign your next 5 highest paying clients using cold leads inside our 12-month program Brand Revenue Lab. Join today: www.highflierpowerhouse.com/revenue

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

Are you feeling bored of your brand? Well, before you go and tear it all down, I want you to ask yourself "when was the last time I had a brand shoot done?" If it's been more than a year, it's been too long!

A shoot that's well done can provide marketing materials for an entire year. But longer than that? You're at risk of your audience's eyes glazing over. So if you're at the 100K+ mark in your business, it's time to get serious about incorporating annual brand shoots into your strategy.

But before you jump in to a mini-shoot or spend hours browsing Pinterest with no real direction, listen to this episode. I don't want you pouring a bunch of time, energy, and money into small photo shoots that ultimately won't last you more than a month.

There are some key aspects to planning your yearly shoot that go way beyond recreating a cool picture you saw on Pinterest. We want to think through exactly how these photos will be used. It's always fun to get a hyper trendy, creative shoot done...until you can't use half of the photos! Working with an agency or creative director will ensure that no photo goes to waste.

In this episode, we're chatting about:

• Why business owners over the 100K mark need annual photoshoots
• Why poorly thought through mini-shoots might cost you more in the long run
• The importance of planning where each look will be used in your marketing strategy
• How having a creative director can help the process go smoothly

Connect with me:

• Join the email list
• Follow on Instagram

Work with us:

Learn how to build a strong brand and sign your next 5 highest paying clients using cold leads inside our 12-month program Brand Revenue Lab. Join today: www.highflierpowerhouse.com/revenue

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

Business owners are shying away from their personal brands and it's costing them money. With the recent "faceless marketing" trend touting the benefits of stock footage reels, I thought it was time to dive into the personal brand pyramid.

Because here's the thing - we are all brands, intentionally or not. So if getting intentional about your brand will bring you more money and a deeper sense of community, why wouldn't you? But then comes the question of balance. Many entrepreneurs are afraid that if they start to share anything personal, it will detract from their authority.

So in this episode, I'm sharing a pretty exact formula that can bring balance to your page. At the end of the day, people buy from people. So if that dream client suddenly feels more connected to you because you love the same reality show, that's one step closer to a buying decision. The personal brand pyramid will help you balance reputation, relevancy, and relatability. Because leaning too heavily on one verses the other might be costing you money!

In this episode, we're chatting about:

• Why I'm not a fan of the "faceless marketing" trend
• The marketing differences between being an influencer, content creator, and entrepreneur
• How much time and energy to dedicate to building your reputation as an entrepreneur
• What role relevancy plays in your social presense
• Why being too relatable might be costing you sales

Learn how to build a strong brand and sign your next 5 highest paying clients using cold leads inside our 12-month program Brand Revenue Lab. Join today: www.highflierpowerhouse.com/revenue

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

Connect with us

• Follow on Instagram
• Website
• Join the email list

In this episode, Mariela discssues her rebrand and how it has built her confidence in her offers and the movement that she has created. SHe talks about how her rebrand has brought and converted cold leads for her!

Mariela turns women of color into in-demand thought leaders who make more money by being who they are, but louder. Through her unique blend of marketing, mindset and leadership coaching, her clients turning what they used to get in trouble for, into their competitive advantage. As the eldest daughter of Mexican immigrants who left a 16 year Marketing career, Mariela has broken out of every conventional box so she could help other daughters of immigrants do the same. She has since built close to a million-dollar dollar coaching business as a single mom.

Connect with Mariela below:

Mariela's website: www.marieladelamora.com/reclamation

Mariela's Instagram: www.instagram.com/mariela.delamora

Learn how to build a strong brand and sign your next 5 highest paying clients. Join our upcoming Brand Revenue Lab webinar. Join today: www.highflierpowerhouse.com/webinar

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become a retainer client here: https://highflierpowerhouse.com/retainer

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Learn how inside our free training: https://highflierpowerhouse.com/rebrand-training

This conversation explores the concept of getting too comfortable in your brand and the consequences it can have on your business. The host discusses the importance of continuous innovation, creativity, and brand work to stay relevant and attract demand. They highlight the mistake of assuming that demand will always be there and the need to capitalize on it when it comes. The conversation also touches on the dangers of copying others and the importance of being a trendsetter rather than following trends. Takeaways

• Continuous innovation and creativity are essential to stay relevant in your industry.
• Don't assume that demand will always be there; capitalize on it when it comes.
• Avoid getting too comfortable in your brand and stop doing the necessary brand work.
• Copying others and following trends can lead to a loss of relevance and audience.
• Consistent brand work and thinking like a brand are crucial for long-term success.

Learn how to build a strong brand and sign your next 5 highest paying clients. Join Brand Revenue Lab Join today: www.highflierpowerhouse.com/revenue Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become a retainer client here: https://highflierpowerhouse.com/retainer Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Learn more: https://highflierpowerhouse.com/rebrand-experience Chapters

• 00:00Introduction: The Dangers of Getting Too Comfortable
• 08:10Avoiding the Copycat Trap: Be a Trendsetter
• 13:43The Importance of Consistent Brand Work