Introduction

Has your business brand become stale, perhaps to the point of being a liability? After a few years, especially with major pivots, you may run the risk of losing clients and credibility. Sometimes it’s time for a tune-up and fresh tires, and sometimes, it’s time for a whole new brand engine.

As today’s returning guest, my good friend and part of the team behind the award-winning Free Time brand, recently featured on Behance. Adam Chaloeicheep says, “It’s about building the relationship with your customer. First impressions are really important.”

If you haven’t already, I suggest listening to our previous conversation first, 045: Behind the Free Time Brand with Adam Chaloeicheep, for a foundational overview of how Adam and team think about brand strategy more broadly. Today, we’re diving into how to know when you’re due for a rebrand.

More About Adam: Adam Chaloeicheep is co-founder of Together agency with his wife, Marisol Dahl, who I had the great pleasure of working with for five years in the early days of JBE. Adam is a creative business leader with over a decade of experience in a variety of startup areas including product and service concepting, building teams, operations, and brand-focused design and digital solutions. He is one of my closest friends (12 years and counting!), and a creative business leader with over a decade of experience in product and service concepting, building teams, and brand strategy. Together Agency is behind every big brand I have launched into the world including Pivot and Free Time.

🌟 3 Key Takeaways

• Three key signs it’s time to rebrand: your brand is a liability to your business, your business model has shifted and you’re growing out of it, your brand name no longer works
• Brand therapy: Sometimes it’s hard to let go of attachments to aspects of the old brand or business model. Stay focused on the bigger picture.
• Tune-up moments: Customers and clients also get really excited to see something new. It reinvigorates interest and can become a moment where you show the world, “We’re still here, we’re still growing, and we’re refreshing and refining and polishing.”

📝 Permission

Be vulnerable; take some risks to put your whole self out there.

✅ Do (or Delegate) This Next

Sit with one of the creative questions from Together Agency’s client intake/exploration survey: What texture is your brand? If your brand were a plant, which one would it be? A song?

🔗 Resources Mentioned

• Adam on the web, IG, Twitter, LinkedIn
• Go Together Agency, Instagram, LinkedIn
• Together Portfolio: Free Time Brand Strategy
• Substacks: Mind Brew, Re:Brand
• Articles: Free Time feature in Print Magazine, Activate Your Brand: From Idea to Reality
• Jenny’s Substack: Rolling in D🤦🏻‍♀️h, Rebuilding from Rubble
• Apparel: my favorite cozy cashmere sweats by Naadam
• Tools: Upwork, Behance, Canva, Working Not Working, ChatGPT, Substack

📚 Books Mentioned

• Free Time: Lose the Busywork, Love Your Business
• Pivot: The Only Move That Matters Is Your Next One
• Life After College

🎧 Related Episodes

• BFF Bonus: Certification and Licensing Workshop with Pamela Slim
• Free Time: 005: Brand Obsessed with Emily Heyward
• 045: Behind the Free Time Brand with Adam Chaloeicheep
• On licensing: 140: How to License Your IP (Intellectual Property)
• 186: Licensing 201 — Q&A (Part One) on Product Development, Attracting Clients, and Sales Process
• 187: Licensing 201 — Q&A (Part Two) on Pricing + Packaging, Train-the-Trainer, Delivery, and Legal
• Pivot: 12: Belly of the Pivot Beast: On Bouncing Back from Zero with Adam Chaloeicheep

📝 Check out full show notes and share with friends: https://itsfreetime.com/episodes/247

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