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  • Writer's pictureRachel Pintarelli

Hard Truths About Rebranding: The Impact of Social Distancing

Updated: May 22, 2020

Knock knock.

Who's there?

New branding!

New branding who?

New branding because the old branding was all based on a rock concert theme, and brand imagery of massive crowds...and in light of current world events...well...THAT branding seems a BIT out of whack.

So, how's that for a knock knock joke? In all seriousness. Although it seems I have come back from the oblivion with all rockets firing, it was a ROUGH couple months. And the worst of it was when I realized ALL my branding was based on the idea and theme of rock concerts, massive crowd shots, party imagery, rock n' roll lifestyle, etc. Even my logo lost it's way because some of the icons I used seemed just wrong in light of the now urgent need to lysol EVERYTHING anyone know, like a microphone.

Now please understand, I loved my branding. It was difficult to embrace the idea that this streamlined brand I had created would no longer play well entering the "new normal" (albeit temporary, still who knows how long that is?). I had to recognize that mentally and spiritually, I could NOT find my way forward operating with my brand as/is.

But the other truth here? If I was madly in love with my branding, I would have found a way to work around it. I would have selected different imagery that still related to the theme. My logo may have needed a minor tweak or changes by removing certain icons. I did not need to change my branding, but I could feel the unrest. It felt off, it didn't fit anymore. And it was draining any ambition, any productivity I might have had, right the hell out.

At the same time, as I reflected on my difficulties with embracing the state of our world in March and early April (I'm an empath so it was a brutal time), I started to change. As I emerged from the black hole of gloom and doom, I felt "reborn" and in touch with a different side of myself. A side I tend to hide away. And now, now was...and IS the time to let that transformation come through my branding. This soulful, creative, boho dreamer gal has been waiting to emerge...and so Rock Your Brand has adopted that new way of being too.

Brand transformation is HARD guys. I'm still working on transitioning the voice of my brand on my website, my social media, my marketing materials...the list goes on and on. It is a process. But everything I said above is what I talk about when I reference aligning your brand with WHO YOU ARE in an authentic, true way.

Don't be afraid to transform, because your business can follow you through that transformation. It may take work (and lots of tears) but it can be done. And if you ever need the support to make it happen, well, you know where I am...and you know I've been through it.

Be brave. We are in this together.

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