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Changing the Face of Your Business Without Changing Its Heart

by Katie Mehas

in Your Brand, In Business

About this column

Business basics for brand creators. Because keeping up with the details shouldn’t derail your big dreams.

Changing the Face - Blog

There’s been a lot of change around here lately.

From the outside, it might even look dramatic. The thing is, when I took over as owner of The Voice Bureau a few months ago, it wasn’t a sudden shift. In fact, it’s something that’s been in process for quite a while.

I’m beyond thrilled to be stepping into this role. It feels like a natural progression of the business and of my career, the next step in my self-employment (five years at the beginning of next month!). And The Voice Bureau is such a natural fit for everything I love to do.

Of course, there have definitely been some adjustments.

Abby and I worked well together for the past several years because we have such complementary styles. The jobs she dreaded, I relished. The natural tendencies I lacked, she had. We made a great team.

Now that I’m at the helm, those differences feel more apparent. It’s a bit like wearing someone else’s sweater — there’s a hint of unfamiliar laundry detergent and a tightness around the neck from long days draped across someone else’s shoulders. Even if it’s a style you’d wear, maybe the color isn’t your usual look, or it’s a little heavier material than you like. I’ve stepped into a business that isn’t my own design, and, while I’m excited to be here, it still feels just a bit…strange.

Let me be clear, I love The Voice Bureau and everything it stands for. I love our clients. I love the work we do. I have absolutely no desire to change anything fundamental, especially because I was a part of getting us where we are today. The sweater is my style, but, if you want to get literal about it, it’s a bit more mauve than I usually go for. The INFJ Business course of a few years ago that was such a hit with our community wouldn’t work for me, because, as an INTJ, I get  you, but I am not you. My voice is a bit different, both in our courses and in our blog posts and other communications.

Basically, I’m not Abby. And that’s okay.

Who I am is someone who’s been with The Voice Bureau as it’s grown over the years. I’ve collaborated with Abby on countless projects and ideas — some of which you’ve seen and some of which might get pulled from that back shelf and dusted off in the future. I’m all in.

So where am I going with this?

There’s a good chance you’re never going to have to worry about literally changing the face of your business.

Even if you do decide at some point down the road to hand over the reins to a new owner, the transition process really falls on them, as far as determining the direction and the feel for what’s next. It’s part of, you know, transitioning.

But we do a lot of work with clients in the process of rebranding their businesses. Whether because they didn’t quite get it spot-on the first time or because they’re shifting their goals or their services, a rebrand is a big change. It’s the opportunity for a new start, a chance to realign with your Right Person. It’s also a leap of faith.

How do you make a major change in your business without losing what it is at its core? How do you maintain the momentum you’ve built and the connections you’ve made when your business is — literally or metaphorically — changing faces?

For me, as I find my way in this new role at The Voice Bureau, I’ve focused on what we have in common. Both Abby and I come from a copywriting background, so copywriting, brand voice, and content strategy are all a natural fit — basically, all the work we do. My approach may be a little bit different, but I love the Voice Values, and I know our end result is the same because Abby and I have collaborated on every single piece of copy that’s gone out our virtual door for the past four years.

Our temperaments are similar, as well. While I may be a little more in my head than in my heart, neither of us fit the larger-than-life “copy rockstar goddess” mold. We’ve always taken a more measured approach, and one that eschews some of the more aggressive sales tactics and supersized personalities. It’s a choice that feels more authentic to who we both are, and it’s a better environment for our Right Person, who really is what this is all about.

And that, at its core, is the important factor that drives The Voice Bureau (and, hopefully, any business): our Right Person.

While you may have a different appreciation for my approach than you did for Abby’s, the fact of the matter is that our Right Person hasn’t changed. The way we serve you hasn’t changed. It may look a tiny bit different, and I may sound a tiny bit different, but our mission is the same: to provide personalized brand voice and copywriting support for values-based businesses operating online. To take a quieter, more nuanced approach to effective sales copy. To help you speak your own truth, in your own voice, to your own Right Person — no imitation, no pretending. Just you.

And just me. Because, truly, if we’re telling our clients that the most important thing is to be honestly, unapologetically who they are, how could I run this business without doing the same, myself?

It’s an exercise you might complete as you work through your own rebranding.

What’s working for you? What isn’t working for you? What do you do that brings you joy? What is the core of your business that you want to carry over into this new iteration?

(And don’t be afraid to say that your Right Person is not that core — you may well be rebranding because your existing site speaks to the wrong person.)

Once you’ve discovered the threads that you want to carry over into the new version of your business, it will become so much more obvious which pieces just don’t fit. Once you’ve found the heart of your brand, you’ll see that everything else is just window dressing. And window dressing is easy to change.

So, sure, you may notice some changes around here in the coming months. Don’t be surprised if some of the mauve shifts to indigo. Understand that I blog — and e-letter and write courses — in my own voice. We’re using a new font in our emails. (I know, try not to freak out.) But, at our heart, The Voice Bureau is what it always has been. That’s not going to change, no matter what face — or sweater — we’re wearing.

 

In the comments, I’d love to hear:

Have you gone through a rebrand in your business? How did you decide what to change and what to carry over?

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