76. A Peek At The Process Behind Rebranding My Business
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It is time to take you behind the scenes of the Shine with Natasha rebrand.
Here’s a little bit of a backstory if you're newer to my community: I started my entrepreneurial journey five years ago. I was in my senior year of college, and I was trying to figure out what I wanted to do with the rest of my life. Through some amazing mentorship that I had while I was in college, I landed on wanting to start my own business at the age of 21, and I started with social media management specifically for Instagram.
Over the past five years, my business has continued to evolve, just as I've continued to evolve and grow. Today, the Shine With Natasha brand is now an educational resource for small business owners that are really wanting to build brand confidence with video.
Naturally, as my business and my brand has evolved, I really began to feel that it was time for a refresh. It was time for a rebrand. I've been talking about it and unveiling it and sharing it over on my socials, but I wanted to go a little deeper here on the blog to share a little bit more about what went into it and what my intentions were with this rebrand, as well as what these changes mean for my business going into 2023.
Why Am I Rebranding My Business?
When I look back, there truly wasn't one particular moment where I realized it was time for rebranding my business. I’ve been slowly rebranding my business since I retired my social media services and I transitioned my business from Soul Studio to Shine With Natasha. There's been a layer of experimentation in that entire process, so there wasn't a lightbulb moment. It was more like a journey.
One of the biggest influences on my choice to start rebranding my business has actually been creating content. This is why I think it's so important for people to be present in their video content and showing up for their brands, because the more that I'm showing up on my podcast, on my YouTube, on Instagram, and on my emails, I'm constantly challenged with reconsidering what I want to create. I find myself asking, “How do I want to represent my brand? Is my messaging still resonating with my audience, but also with me? Am I continuing to evolve and make my brand the best that it can be?
If I'm being honest, another contributing factor to rebranding my business was that I was getting really sick of posting about trends and sharing about the newest update or feature. It was making me feel really burnt out, which made me realize that I probably wasn't the only person feeling that way. My audience was probably getting burned out on consuming that content, too.
I felt that I was so much more than just one platform or one type of content; I didn’t want to be known only as the Instagram person. So I followed that feeling with curiosity until I figured out what I wanted rebranding my business to look like.
This process of rebranding my business wasn’t quick; I went through years of feeling like, “This doesn't feel 100% right, but I don't know what feels 100% right. So I'm just going to keep showing up.”
It Was There All Along…
What's really interesting is that when I was creating the new version of my program, the Video Content Camp, I went back into my story archives. One of my favorite parts of Instagram is being able to easily scroll through your first pieces of content, specifically with stories, and what I found so interesting was that I still talk about some of these same things to this day. A lot of the things that I was the most excited about and the things that resonated the most with people are actually the things that I'm leaning into even more now as I’m rebranding my business, like avoiding social media burnout and social media systems and video content and batching. All of those subjects were what I was talking about when I didn't even feel confident or comfortable or felt like I had any reason to be showing up when there were so many other people offering value. So that really was what gave me clarity throughout rebranding my business.
For Me, or For My Clients?
Now, I know I'm calling it a rebrand, but it doesn't really feel like a new version or a total overhaul. It just feels right. It feels like what's been happening gradually for years, and now it's come to fruition.
It doesn't feel like a huge change, but more like I'm simply stepping into my own, which is really, really cool.
I did get a question asking whether I’m rebranding my business for me alone, or if that decision was based on feedback from my clients. I'd say that it involved a little bit of both. It was very indirect on the client feedback side; I found that the things they were finding the most valuable in my programs and services and teachings actually had a lot less to do with what I thought I was creating for them. It had a lot more to do with this new direction that I was going in.
But first and foremost, the choice to commit to rebranding my business was for me. The person that I was five years ago is completely different than the person that I am now. Going back to watch those archived videos was wild. It was so easy to see and hear and feel the difference; even in my personal life, I've changed and evolved so much. I quite literally felt like I outgrew my brand, to the point that it almost felt outdated, and it needed to be matured a little bit.
What Changed
The first thing that changed while rebranding my business was the visual branding. We updated my colors, fonts, logos, and all my visual assets from photos and videos as well.
This portion of rebranding my business was truly a team effort from my web designer, my graphic designer, and also my photographer, and everything came together beautifully. I am beyond thrilled.
Another change was the internal why of my business, the messaging and vision, the people I'm trying to serve, and the problem we're solving. All those internal elements that we inherently know are part of our businesses had to get put on paper so I could update what needed to be updated.
And of course, the biggest piece of rebranding my business was changing up my offers. The first part of this was my new challenge, the Five-Day Video Confidence Challenge, which I’ve linked at the end of this blog. I also have some things up my sleeve this summer, but the biggest changes that occurred while rebranding my business were with my two babies, the Video Content Camp and the Online Authority Mastermind.
Video Content Camp Changes
First, let’s talk about the Video Content Camp. The Video Content Camp is my six-month group coaching program, and it teaches you how to create strategic video content that not only grows your brand and your sales, but also your confidence and your impact on your community.
Everything just got a revamp, and it wasn't because the past version was bad, but because it included Instagram in the name. For this rebrand, we had to remove Instagram from the name of the programs, and we also had to make sure that with my updated framework and who I was trying to serve, the new name actually made sense and would resonate with that new audience.
In terms of it being restructured, we moved away from a cohort model and instead gave them longer access to the calls and to the community so they could work through it at their own pace and really see a bigger transformation during their time in the program.
Along with the new branding, there are new video lessons that are just so engaging. And along with our monthly coaching calls, there's now going to be quarterly intensive sprints.
The goal of these sprints is to be a mixture of coworking and brainstorming, because I feel like sometimes we just need to sit down, put a date on our calendar, and actually batch those ideas, that footage, or whatever it is when it comes to our video content.
So essentially we’ll sit down on a ninety-minute call and we'll go through these different phases of creating your content for the next quarter, from ideas, to stock content, to repurposing, to getting organized, to campaigns. You will leave that call with all of that done, which I am so excited about.
One of my other favorite new elements created as I was rebranding my business is the Shine Standards Workbook. My goal with the workbook is for you to leave with something tangible: your custom video strategy that you can reference, update, and go through anytime you need. I want you to listen to and watch the video lessons, absolutely, but sometimes I want you to also implement what you are learning and take action on it.
Overall, the program is focused a lot less on reels or Instagram specifically; instead, it's focused a lot more on forming your strategy, discussing systems you can use to show up consistently, learning the skills you need, and finding ways to prioritize sustainability in your content creation.
The video content camp is perfect for you if you have basic tech skills and business foundations, but no true strategy or system to support you. I have poured my heart and soul into the camp and know that it's going to be the best supportive next step for you if you're ready to use video to grow your business.
Mastermind Changes
The other thing that’s changed is the Mastermind. My Mastermind is for higher-level entrepreneurs that have already seen success with their marketing or their content or in their business. They're scaling and growing and know to attract next-level opportunities such as brand partners, yet they need to step into that authority role specifically in how they show up in their video content. So in an ideal world, you'd go through the Camp, and then you would continue to scale that inside the Mastermind.
The Mastermind program isn't getting a full revamp like the Camp, but it is being taken to that next level and getting all those little improvements to make sure that you're getting that next-level transformation when you join.
Authenticity
I wanted to end on this last question: how has rebranding my business helped me stay authentic to myself?
I think the first thing is how I'm able to serve through my programs. Every element just feels good. This is how I want to be working with and supporting my clients. I'm genuinely excited about all the content you get inside these programs and the results that I know you'll see.
I feel more free to create in a way that feels great for me, even if it doesn't perform as well, even if it doesn't land or resonate with everyone. That is what I'm so excited for, and I just feel overall like I'm leaning into my own personal and business values even more deeply.
Welcome to the new Shine With Natasha. I can’t wait to work with you!
EPISODE RESOURCES
Join the Video Content Camp: https://shinewithnatasha.com/camp
Participate in the FREE video challenge: http://videoconfidencechallenge.com/
Get an inside look at my signature Shine Framework: https://open.spotify.com/episode/5o75i4l3GcLzz4LcyVtQlY
CONNECT WITH NATASHA:
Website: https://shinewithnatasha.com/podcast
Instagram: https://www.instagram.com/shinewithnatasha/
YouTube: https://www.youtube.com/channel/UCL2BMkT_7jIu5NeV_yAXScw
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