Necessity is the Mother of (Re)Invention.

12/03/2020 - Lynne Robertson

Or by another name, rebranding. By either moniker, it’s that mystical art-meets-science hocus-pocus of evolving a brand’s identity, better distinguishing it from its competitors with a look that’s more of the moment. More oooohhhh. More yeahhhhhh. Contrary to my platitude-inspired headline, it’s not always driven by necessity. Sometimes it’s just restlessness. You’re tired of looking at that color or that font or that photo. You’re just feeling it’s time for something newer. Now-er. So you switch it up.

 It’s a lot of what I do in my other professional capacity, for biggies like the monolithic sports marketing agency IMG and homegrown brands like MyBurger, with oodles of others in between. No matter the size or reputation of the brand, it can be a daunting undertaking. It’s a defining moment for that entity, and no one wants to show up to the party in the wrong outfit. You can’t unwear it once you’ve made your appearance. Whether bashed or applauded, at that point it’s been noted, posted and publicly commented upon – it’s out there with nowhere to hide.

 While it’s fun to blue-sky for a brand, there’s also the inevitable steering of realities along the way – budget restraints, legal constraints and the oh-so dreaded personal bias. (Oh. You don’t like that color or kerning orrrr really anything about the 37 options we’ve just shown you? And the reason issss…nooo reason? Hmph. Right. Ok.) Passion-crushers pop out of nowhere, even when you *think* it’s all sold in and about to go into production. Oh, just kidding. [Screechy brakes sound.] It’s a do-over. Someone in a completely unrelated department had “concerns” about [insert detail here], and wants to start from the beginning. Again.

 But still – stops and starts aside – I love the work of rebranding. For others. Not so much for my own brands or myself. I am my own worst client, and find the entire process exhausting, and in the long run, unsatisfying. I love the IDEA of it. “Yes, absolutely. Let’s refresh the brand!” I say enthusiastically. But I find the actual process psyche-draining, and Enthused Me wears down over the weeks and months of attempting various mental telepathy techniques with the team. I struggle to pinpoint the precise gist of what I want to say or be. What’s in my head is multi-gisted, but proper branding (or re-branding) is standing for the singular something, not the plural somethings.

 Then there’s the whole photo shoot ordealio. Some people looooooove to have their photo taken. [Pose. Pose. New Pose. Now this way. Over-shoulder. How ‘bout this? Pose. Pose.] I am not that person. I lack patience for the getting-ready part, and never seem to be “pleasantly surprised” with the results (even though I keep secretly hoping at some point the photographer will capture the “me” I have in my head).

 Head-mining is the hardest part – it’s personal, mercurial and opaque. Subjective at its subjective-est. That said, I am in complete and utter awe at what my team dragged out of me. They are a patient and persevering bunch. There was a bit of back-and-forth (read: borderline bickering) over the photos, I’m not going to lie. Again, so subjective. But I think the new identity perfectly embodies the strength, authenticity and aspirations of this brand. I hope you like it. (If you do, give us a like or a share if you please. We are not above needing some affirmation now and then.)

 Rebranding oneself is de rigueur along a career trajectory as well. Not sure why I switched to French there for a second, but my point is that roles and responsibilities evolve as we progress through the ranks of an organization. Being a team leader versus a team member requires not only a different skill set, but a wholly altered mindset. Team playing is blending in. Leading is standing apart. A foreboding place if you’ve never been. There are terrifying amounts of uncharted territory and had-to-Google-that acronyms. EBITDA anyone? And what about all those friendships established along the way? What happens when you become responsible for the destinies and livelihoods of those friends? Completely new, and potentially hostile terrain.

 I first came to Fame to manage a group. Not fully-reclined La-Z-Boy comfortable, but definitely stylish accent-chair comfortable. Then, through a series of unforeseen circumstances, my business card suddenly read President. All at once I was at the tip of the org chart, with no one above me to ask how to do something, or to blame when things didn’t go as planned. (Granted, I may have thrown the holding company under the bus a few times, but it felt less personal that way – it being more “entity” than actual person-y.)

 I found myself needing to muster certitude and confidence when I felt equivocal and timid. An entirely uncomfortable position for me. At first, I was all over the place – ping-ponging between compassionate benefactor and heartless dictator. It was confusing for everyone. Including me. 

 So, I read a lot of books, watched waaay too many TED talks, and tried on a few “leader” personas. None of which really worked. Probably because they were borrowed and didn’t fit quite right. Ultimately, it was just time that I needed. I began relying on my own instincts, representing my own style and reflecting the kinds of behaviors I wanted to see in my teams. And whilst daunting to eventually buy the agency from the corporate overlords in 2015, I’d gained enough personal assurance equity by then to make even that quantum leap surmountable. Not what I’d call gazelle-like graceful, but surmountable.  

 Reinvention in any form is riddled with questions and quagmires. The only way through it is to start from the essential core – that which is true, real and replicable for YOU.

 Years ago, when my youngest Jake was posing for a Christmas card family photo, he walked away from the seamless backdrop and instructed his (less enthused) older brother to, “get into the style of yourself.” If only he’d had that same advice for me when I needed it. Of course he couldn’t quite talk back then, so while I didn’t benefit from it, you most certainly can.

 For those who like the tidy end-of-blog summary, here ‘tis:

 Find your one THING. 

Excavate that essential something you want the world to see.

 Embrace discomfort.

It’s a phenomenal teacher in the what-not-to-do department.  

 Trust.

Nobody gives out a handbook with children. You learn from trial and error. In the professional world? Same. Remember you’re out in front for a reason. 

 Rely on your intuition.

Represent your true self.

Reflect the values you value.

The SHORT-short version? In the words of young Jake: Get into the style of yourself.