Embracing Fresh Starts in Your Business’ Brand Identity
Over the past 29 years, I’ve moved 12 times. Not just across town—across countries, seas, and borders. This past month, I relocated again. If there’s one thing I’ve taken away from each move, it’s that change is always scary—but always a catalyst for growth. Yes, you can grow staying in one spot—and transplanting is not for everyone—but being transplanted and put into an environment that’s completely new pushes you in ways that you wouldn’t imagine. You’re stretched to learn, explore, fail, and try again. You’re exposed to new ways of thinking, ways of moving, and somewhere along that way there are nuggets of wisdom that find their way to the surface.
I’ve found the same is true for running a business. It’s tempting to stay safe. Much too easy to get comfortable and never change your ways of operating, whether it be offering new services, restructuring your backend systems, revamping your inventory, or refreshing your marketing. But talk to any founder who’s been at it for a while, and you’ll hear that every pivot brought unexpected lessons—and growth they couldn’t have predicted.
Sometimes it just takes the first step.
As designers, we believe one of the most tangible ways to initiate change in your business is through a strategic brand refresh.
A brand refresh can transform how you see your business—and how others experience it. Through brand design, you examine all the pieces of your brand’s story: where you’ve been, where you are now, and looking forward to where you want to be. Often, we get stuck in forward momentum—unsure of how to reach the next stop.
Take it from one of our clients, Shaé and Jason Brown of Kutoa Project, who partnered with us during a pivotal transition:
“In our first 5 years, a lot happened that transformed Kutoa Project. When looking to tell our evolving story, we found Sereth Design. Their expertise helped us redefine and reimagine the story we’ve been a part of building for so long in the most thoughtful and intentional way.”
Let’s liken the brand refresh process to relocating:
Deciding to move
You’ve looked around and realized your surroundings aren’t matching how you feel inside. Perhaps your business has hit a lull in customer interest, your sales have dwindled or stalled, you just don’t feel like your services are the right fit, or the way you environment looks needs a renovation. You’ve decided it’s time to do something different.
Packing up (and throwing things out!)
You reach out to a business consultant or brand strategist to help you navigate the best next steps. They help you sift through what you’ve got: your services, your processes, your marketing strategies, your website content, you name it… and help you decide what’s good to keep as is and what needs to be removed to make way for new things that better fit your next spot.
Driving the trailer to your next spot
This is taking action. You’re on a one-way track to the next destination. Perhaps you’re working with a designer to redesign your brand’s identity: logos, colors, fonts, and all. Or you’re working with a copywriter to restructure your messaging and service offerings. Or you’re working with a developer to redesign your website. It’s the physical movement that sometimes might feel a bit bumpy, and you might have to take a few pitstops, but you’re on your way.
Getting settled
Phew, the hard part is over. Now you get to reap the benefits of all the hard work. You’re basking in the newness. It’s still a little unsettling because it’s so new (and what just happened?!) but the excitement and the novelty outshine any fear. You slowly get the hang of it and embrace the new surroundings.
Feeling fully settled
This might take a bit of time. Sometimes it’s a couple weeks, sometimes a couple months. But after a bit of time and the dust has settled, you can move confidently in your business again. The gears are moving smoothly, you fully understand your brand identity, and you’re grateful for the process that brought you to a new way of operating.
Deciding to change directions for your business might be scary, but taking action will produce abundant rewards.
Imagine the possibilities when you step outside your comfort zone, let someone else in, and get to see your brand with fresh eyes. If you’re interested in how we can help you take the next step in your business journey, reach out! We’d love to be a part of welcoming in your new era.
