|
A Letter From Dawn
My thoughts during and after the branding struggle
By Dawn Lind
During: ( Wednesday, September 4- Saturday, September 7, 2002)
(This first part is the letter that I didn't send to you. I decided it was more for me to get clarity and
bring closure to the fact that I need to release my original business name.)
"Wow, Dave, this branding process is really tough!
I can't stop thinking about it until I get the answer.
After talking with you on Wednesday, I'm seeing the handwriting on the wall …. It is evident that I will
have to change my business name.
(1 business card and not two) My old business name was the one thing I told you that I didn't want to change because I like it. Furthermore, it seemed too costly financially, mentally, and in the time required to modify everything. It would mean changing what I've already spent hours doing… my web, the domain name, biz cards, notebooks, brochures, etc. BUT if I don't change my name now, I'll get branded in a way that's not the totality of what I'm called to do. So you have really got me thinking.
When people see my current business name, they automatically think only of un-cluttering closets, desks,
etc. And it certainly doesn't sound corporate.
(The corporate clients that I do have actually hired me in spite of my business name.) I do enjoy helping clients identify their personal clutter (cluttered thoughts, cluttered surroundings, cluttered actions). But the real destination is to move beyond the clutter to discovering and FOCUSING on living out their life purpose. The ideas of: Why are you here? Why now? destiny, legacy, etc.
As a coach, I envision myself in a large playing field within a fenced-in area; but I'm not quite in the
right fenced-in area yet.
I want a fence (my branding/ business name) that surrounds the playground where I can be free and spontaneous within parameters of my calling. I want a brand that will send a more accurate message of what I can do for a client. So until I get settled on the ultimate business name, I feel stuck. I feel halted from teaching teleclasses, giving out biz cards, pointing people to my web, etc. I believe that I can move forward again when I'm sending the clearest brand name message possible.
Since Wednesday, several family/friends have helped me come up with dozens of adjectives that describe me
and I've thought of about 75 possible names (in the middle of the night of course). Most have not truly resonated so far or are already taken. As of today, I've narrowed it down to one:
Focus On Purpose
Can you believe it? I'd like to ask your opinion as to whether or not it would work."
After: (Monday September 9, 2002)
"It was great having you affirm my new business name today! I can't believe that a simple thing like
branding can be so pivotal for business confidence.
There's a new freedom now that I can move forward in a quicker and more productive way. I am clear in what I'm doing and I think future clients will have a more accurate sense of what I can offer. Thanks Dave, for being my coach in this area."
|
