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Why I’m rebranding and what it means for my clients

by | Jul 10, 2019

Changes are afoot. They will happen slowly; as I am being very mindful to set up very strong foundations for these changes. As I create these huge shifts in my business I thought it might be useful to you to share that journey as I go. Let’s start with why I’m rebranding, what it means for me clients, for you and for me!

I spent the last 10 years running my business, very intentionally, as a solo operator.

That doesn’t mean I’ve never had help, I’ve worked with the VAs, coaches, consultants, marketing experts, launch specialists, Facebook ads gurus and many more. In the past however I’ve always done this on a short-term, project basis, with my core business being made up of ME.

Even running Artful Business Events over the last seven years (and let me tell you event planning is a huge project) primarily it’s been a one man show.  

I’ve had incredible support in that my mum, my sister and my best friend I’ve given hours and hours of their time of their time (for free I might add) to support me and help me in any way they can, such as accommodation bookings, sorting out flights, organising goodie bags, printing the programs and many other tasks. Ultimately, however, the buck has stopped with me and me alone. As I said, that’s been intentional.  

Delegating isn’t something that comes naturally to me, I’ve had to really work to learn the skill over the past few years. I also really wanted to be in control of everything and I wanted everything to have to pass through me before it went out into the world. 

Aside from that I really never felt that the responsibility of a team would impact on my freedom and flexibility as a business owner. 

Well my friends, those days are over as I no longer want to touch everything that leaves my business. In fact I want my business to grow beyond my own personal capabilities.  

To do that, I need to take a huge step back and trust in a team that can deliver a quality of work that I’m happy to put my brand-name on. Speaking of brand names, want to know why there is a new one coming? 

Re-branding a lot of work and sometimes can be a distraction from the work you should be doing – a fabulously fun and exciting form of self-sabotage. 

Here’s why I’m rebranding…

I’m a big believer in personal branding. Towards the end of 2014 I made the best decision I’ve ever made in my business by dropping my business name and really embracing Elle Roberts as my brand. It allowed me to step into my own personal power, market in a way that was really different, feel comfortable about sharing my personality and my views of the world in my business and attract my ideal client (who I learnt later where intimidated by my previous branding).

It also meant that I wasn’t worried about branding all the time. I had a name, I like yellow and I like coffee – so everything‘s been very natural, organic and easy. Ultimately over the last five years that’s allowed me to concentrate on getting the work done, finding amazing clients, serving my community and learning more about what I want for my business and how I really want to operate.

This year however, I’m are stepping up in a really big way. 

I’m building a team now and not just a team that will support me, but a team of people who can directly support my clients. I’m building an agency. 

Very similar to a marketing agency, the intention long-term is to have experts who specialise in various areas, however, we’re not gonna be a marketing agency, we’re gonna be an operations agency.

I’ve been working as an online business manager for only 18 months now and have discovered, it is absolutely my zone of genius.

I love it more than anything I’ve ever done in the 10 years I’ve been in business. 

I want to be able to work with more clients and continue to improve the quality of work that I deliver. To do that I need I need a team.  

I’ve also realised that I actually want to do more than just this business. I want to write, I want to be a speaker, I want to be more of an advocate for causes I believe in.  

Social justice and politics have become increasingly important to me and I want to be able to stand up and have my say separate from the business.

So what does that all mean?

Despite honestly believing that changing my business name to Elle Roberts five years ago was exactly what I needed to do, I also know with every fibre of my being that it no longer serves me.

That’s not to say that I couldn’t build an agency under the name Elle Roberts. I know many very successful, very big brands that are a person’s name. But I have many other things planned for my personal brand. And for the first time ever in business, I’m thinking about what my exit strategy might be one day, down the track. I want to be able to sell this agency, along with it’s branding – if I ever so desired.

So, I’m rebranding. It is the focus for the rest of 2019. I don’t want to rush it, instead give myself time to refine my new brand, build strong foundations for growth, and launch it properly into the world at some stage in the next six months.

You can have a sneak peak of course (some of you will have seen it already).

I wanted to secure all the URLs and make sure all the usernames were available on all the social media platforms, so we’ve done a soft launch. But the branding is just a placeholder and there’s many things that need to happen in the background before we really take this business to market in a big way.

I wanted to tell you guys about what my decision making process has been, why I’m rebranding and I’m positive it’s the right thing to do, and of course give you a sneak peak into what the business is called and what I will offer.

Let me introduce you to Rare Seed Agency.

As I mentioned this will be an operations agency. We will offer online business management, podcast management and editing, social media management, marketing and content plan development, coaching and consulting, website maintenance and security, and many other operational aspects of running a small business that sometimes it can be hard to find the right people to outsource it to. We will offer it in a way that comes with ten years of business coaching experience so we help you prioritise what we do for you and how best to make your budget work along with your business goals.

I’ve also found working as an OBM, often the biggest frustration business owners have is outsourcing all of those different things to all of the different people means that then end up spending all their time managing the pieces of the puzzle, making sure all the wheels are spinning in all directions are meant to and of course managing the people. This is a full-time job in itself and takes the business owner away from the work that they should be doing and the more long-term strategic planning that a CEO style business owner can focus their attention on. 

Rare Seed Agency is intended to be a one stop shop for a lot of that support. You can work with myself or one of our other OBMs and we will manage the people and the tasks for you, so that you can concentrate on doing the work that you love and the work that makes you money. 

I am so excited about being able to work with more clients and deliver more amazing results with them as I build my team and work on this new version of a business. 

Today you’ve got an insight into the why behind the rebrand. 

Over the next few months I’m going to share with you the many things that it takes to set up a business from the ground up, which hopefully you’ll find interesting and helpful.  

I hope you’ll come on the journey with me as I build the foundations of this exciting new business – Rare Seed. 

What exciting things are happening in your business? What are you focusing on over the next 6 months?