My Business Re-Launch Experience
Behind the scenes of my relaunch
I’m sharing behind the scenes of my business relaunch which includes renaming, rebranding, and website updates!
WHY
I knew I wanted to do some work on my website messaging but about that same time I found out the name I was using was trademarked. OH NO!! Fortunately, this was a proactive search on my part and not in the form of a cease and desist letter. Surprisingly, this news didn’t really upset me as you might think.
Over the first 1 ½ years of business, I learned a lot about myself, the business world, and what I wanted out of my business. The name and feel of Ambitious Solutions just didn’t fit anymore…
THE PROCESS
Three things started simultaneously back in June…
1. brainstorming a new name
2. looking for a copywriter
3. looking for a brand designer
The first one was the hardest. Literally, every name seems like it’s taken! It took about two months of on and off research to come up with the new name… and then a couple of weeks after that, I shortened it. More on that later.
The Writing Expert
I consider myself a decent writer for someone of no training. But I am not a copywriter. I wanted help transforming what I was trying to convey into words that actually made sense. I looked to my network groups to find candidates. I knew Samantha through the Hatch Tribe and after a conversation, felt she was the right person to help me find my written voice.
She offers a website review where I gain her expertise but I do the updates myself. This is an amazing service if you aren’t able to pay for a full-blown professional website. I wrote the new copy for my website and she reviewed and provided feedback. After my updates, we completed one final round of updates and reviews before launching.
Her prompts, suggestions, and professional eye were incredibly valuable. I would not have the website you see today without her help.
The Brand Expert
I met Christina through a women’s community (Hatch Tribe) when she did a guest lecture on Pinterest. She recently expanded her business outside of Pinterest to Branding. We had a conversation and it just felt right. Sometimes you have to trust your gut.
We had a long meeting to start and she really got me thinking about layers of my business that I hadn’t looked deep enough at. This is critical and, for me, impossible to complete on my own. After our first call, she pushed me to nail down the name. Thank goodness or I may have spiraled about it for months.
There were a few rounds of looks and approvals. I had no idea I would learn so much about my insecurities during this process! After giving her the green light on one mood board, I had a two-day panic attack and changed my mind. (Again, sometimes your gut is right, not your head).
It takes courage to give control of your business to someone else. To trust you’ve made the right decision. This entire time, I felt nothing but safe and secure. That’s what you want to find when you invest.
We started the process at the beginning of July and ended it at the beginning of September. I came away with brand guidelines, voice, colors, logo, and other visual marks.
The Name
An incredibly hard decision. I watched a few videos on the best process to follow when naming your business. After a few months, and a push by Christina, I made a decision.
First, I really had my heart set on Willow or Salix (the proper name for the tree). I loved the idea of how secure the base was while still having so much flexibility in the branches. It seemed perfect for my business… BUT apparently, so do a lot of other people…
I ended up making up my name. Here is how I did that:
• I liked the idea of moon, sky, stars and how that’s what people think of when dreaming of their ideal life. Luna is the Latin & Spanish word for Moon
• An idea or lightbulb going off is part of the process as I work through my client’s business operations. Illuminate described that realization and the clarity that comes from it.
• Purpose is why most people started their business. They want to do more, be more, and achieve more. Mænan is an old English/norse verb meaning: to intend to do something; purpose.
Between all three, I came up with Lunimaenan. I love it on paper but try to say it or ask someone to pronounce it? I don’t think so.
So I shortened it: Lunimae (loon-i-may)
The Website
This is the part I decided to DIY. Hopefully one day I can get a professional to handle it for me but I had to cut costs somewhere in this process. I use Squarespace and youtube to put together my new website. Wandering Aimfully was a huge help during this process.
Wrap Up
Word to the wise, take the time to really dig into your brand. Who do you serve, why do you serve them, what are your goals, what do you want your brand to say and feel.
All these questions are incredibly hard to answer but they are necessary.
Hire experts to help you along the journey. DIY may be right at first but long term, help will be crucial.
You’ll find the links to those mentioned in this article below in the resources section.
My Resources:
Nicole Swartz - Trademarks
Christina Willis - Brand Design
Samantha Paternoster - Website Copy Review
YouTube Wandering Aimfully - Squarespace Customization
Hatch Tribe - Entrepreneur Community
