As I was building my activities around my Cosmic Whispers brand, I noticed how difficult it could be to organize all I wanted to do and be into an integrated set of products and/or services that people could see themselves relating to. Have you noticed this, too? For example, how do I describe the overall life/soul/spiritual mentoring/coaching/guiding insights (oh, dear, the slashes!) I can pass on, along with my interest in using Tarot and other divination systems to bring the unconscious to the surface, and then translate that into a website that is clear and welcoming to folks who would benefit?
Whew! And which of the three parts becomes the “umbrella” concept for my brand? And then what do I call that, and will it work with the other products and services I want to provide?
Finding the Brand Thread
I came to the conclusion that Cosmic Whispers is the brand, largely because of a consistent thread of fascination with the physical cosmos that runs through my entire life. I love stars, planets, nebulae, astronomy in general, and the possibilities of science fiction as well as the discoveries of science. The energies that run the universe are also the ones that feed my spiritual beliefs and practices. They are the ones that fuel my belief in the value of Tarot cards in plumbing human consciousness. My geeky interest in website design flows from my fascination with the design of the cosmos, and a desire to help others like myself to translate our visions into visibility.
So there. That’s it. Branding for me is the process of discovering the word or phrase that covers what you want to do and be. And that word or phrase will naturally blossom into visual symbols that make great logos and other visuals for your site, business cards, etc.
What Do You Want? No, Really, What?
The branding work needs to start with “What do you want to do and be, be and do?” Please do answer that question first, and deal with its corollary: resistance to what you really want. We all have it. We call it imposter syndrome, or find ourselves using up all our time taking care of others’ physical needs or dreams instead of our own first. And there are times in life when our dreams do need to go on hold for a bit. But not for a lifetime. If you’d like a great partner in pulling yourself through your resistance and discovering what it is you really want to be and do, go see my friend, Jean, at Shift-Evolution-Life.
Letting Go of the Old to Embrace the New
A corollary to finding what you really want to be and do, do and be, is letting go of what you don’t want or are done with. This step is absolutely necessary before you can design an integrated brand. I’ve had more than one site design client who was trying to re-brand with new products or services, but had trouble releasing old ones (usually ones that brought in some income but were no longer interesting). Keeping the old while adding the new to the website menu created a certain chaos for visitors trying to figure out if the person could really help them with something.
So, start thinking about embracing the new that you feel yourself moving to and work on giving it a name, then make sure you don’t have any hangers-on of things you really don’t want to be involved with. That’s the start. Next post, we’ll get into the vision framework (yes, all of this before building a new website—we’ll get there, I promise!).