Think back to high school for just a moment. Regardless of how “far back” that statement takes you, you’ll be able to relate to this post…. and my singular hope is that it truly empowers you in your business.
Frankly, I loved my high school days. I was a student athlete. (Cheerleading.) I was in the drama club and even took a great role in the play “Dark of the Moon.” While — like now — I wasn’t universally LIKED, I do think I — and most of my friends– were relatively well respected. Not in the “holier than thou” sort of respect… where all the other parents wanted their kids to hang with us. lol… But, in the “don’t tread on us” form of respect.
I had friends that were athletes, cheerleaders, “drama freaks,” stoners, academics and those that just flat out rocked. (Some of us fit nearly ALL of these “categories.”) When I look back, I certainly wasn’t alone in the audacious “sense of self” that defined me. We knew who we were. Despite not really conforming to any ideology, group or definition, we flat out owned it. Fiercely loyal. Unapologetic. Authentic. Respect was earned, never just handed over — despite position, age or authority. These were — definitely — the best of times.
Are you feeling nostalgic for your own high school days? I hope so. Because in THAT MINDSET, I want to answer the following question:
What would YOU have thought about the girl who came dressed one day as a “goth,” another in a borrowed cheerleading uniform, another day as a preppy academic and another wearing a grateful dead t-shirt and jeans?
I know this sounds like such a petty post… but please stay with me.
I already said that I didn’t “quite” — then or now — fit in any one category. In high school, you just don’t GET more polarized than a cheerleader who also is very active in drama. BUT, I also didn’t “change” day to day or group to group. I was always me. SOMEHOW the various groups accepted me as I was.
So, back to this theoretical girl in my question…. the girl who showed up different each and every day of the week… Back in our high school days we sort of “knew better.” Am I naive to think that MOST of us — back then — had a fairly strong sense of self?
Maybe, but the sheer audacity/ignorance / protected space of the teenage years did seem to bring out a certain boldness and identity that I find LACKING in the business world today.
Today, I see grown up business owners rebranding at record speeds… not daily, but close enough. They come up with a cool slogan, a new platform or a new “business identity” and –with all the energy of a young child, but without ANY strategy — run to market with a new flag and a new tag… without regard for their previous and multiple, equally enthusiastic rebrands.
The market is watching… confused… thinking you a BIT silly… and — most importantly — taking you a LOT less seriously with each new “will they like me like this???” rebrand.
I’ve grown up in business consulting… and some would say I’m even growing old in this space. While I don’t LOVE the “growing old” part, there’s a certain benefit to my longevity as a business coach or consultant. I’ve seen many — who were enthusiastic, serial re-branders– now enjoying the security they sought as an entrepreneur, under the new flag of “full-time employee.”
This is NOT a coincidence. Lessons learned?
- The market will largely accept you as you are…. but you must stay true to you.
- You must claim YOUR space, stay in YOUR lane.
- It’s far better to change brands over time…. building on the trust you’ve built and adding ON to it, vs. jumping ship suddenly.
- Cool new slogans, taglines, platforms can be tested out… as a blog post, a product launch, for example… and do not have to become your new identity.
So, what’s my point? Be sure you can define who YOU are in the market. Does your market KNOW who you are to them? Or who you seek to be? If you’ve been publicly trying on this persona or that…. this article is for you. Go back to your core. Your core personality. Your core expertise. And operate from that place. You’ll be shocked at the profitability and longevity you can build with a simple but unapologetic authenticity.
