Is your business not attracting the clients you want? Although you might think you have the perfect business idea, that doesn't explain why your growth is slowing, or your target demographics are not being reached. If your business, whether it's a startup or an established company, is suffering from these problems, then maybe it's time for a brand overhaul.
How you brand your company and present it to the public is considered to be the single most important factor in determining business success. How your company looks, feels, sounds and engages with audiences is in many ways more important than what you're actually selling. A rebrand can be just what you need to revitalize a slumping business. Here's how to do it the right way.
Rebranding Done Right
A rebrand is never a magic cure-all for your business. You need to make sure the time is right and that you're going about it the right way. The best way to do this is to follow the lead of some companies that have staged hugely successful rebrands in the last few years, as they have plenty of lessons to teach.
One of the most common reasons companies rebrand is to adapt to shifting demographics, usually in an attempt to attract younger customers. Plenty of household names are still thriving because they managed to successfully inject a little youth into their brand. Take the fragrance giant Old Spice, for example; ten years ago sales were struggling, as the brand struggled to throw off a reputation as an old, outdated fragrance, in the face of competition from younger brands such as Axe. They overhauled their brand with their iconic "Axe Swagger" ad campaign, featuring rap stars, NFL players and famous young actors using the fragrance in a series of sarcastic commercials. The brand took off exponentially as a result and is today one of the top selling body sprays in the US.
Successful rebranding does not just apply to products. Take the UK-wide bingo chain Buzz Bingo, which only recently completely overhauled their brand to become a more trendy, youthful venue. They revamped the logo and completed redecorated many of their spaces, providing more space colour and of course, hipster food staples like fully-stacked burgers and spicy burritos. The move was a huge success, and has since helped spur on a new trend of millennials heading to bingo.
A re-brand could also re-launch your food and beverage business. Take the classic American beer Pabst Blue Ribbon, which only a few years ago was seriously in the doldrums. Rather than going for an intensive marketing campaign, the brand managed to reposition itself as a staple of the young hipster night out, simply by ensuring a strong presence at some of the hippest venues and club nights across the world. With a little help from pop stars like Lana Del Rey, who famously references Blue Ribbon in her song "This Is What Makes Us Girls", the brand has enjoyed its best growth streak in history.
Follow these examples, and you'll be able to move your business forward. Targeting high spending demographics like millennials is a tried a tested winner, so doing your research and learning to connect with them is key to revitalizing your brand.
For decades, women have been unknowingly suffering from PSD and intergenerational trauma, but now Dr. Valerie Rein wants women to reclaim their power through mind, body and healing tools.
As women, no matter how many accomplishments we have or how successful we look on the outside, we all occasionally hear that nagging internal voice telling us to do more. We criticize ourselves more than anyone else and then throw ourselves into the never-ending cycle of self-care, all in effort to save ourselves from crashing into this invisible internal wall. According to psychologist, entrepreneur and author, Dr. Valerie Rein, these feelings are not your fault and there is nothing wrong with you— but chances are you definitely suffering from Patriarchy Stress Disorder.
Patriarchy Stress Disorder (PSD) is defined as the collective inherited trauma of oppression that forms an invisible inner barrier to women's happiness and fulfillment. The term was coined by Rein who discovered a missing link between trauma and the effects that patriarchal power structures have had on certain groups of people all throughout history up until the present day. Her life experience, in addition to research, have led Rein to develop a deeper understanding of the ways in which men and women are experiencing symptoms of trauma and stress that have been genetically passed down from previously oppressed generations.
What makes the discovery of this disorder significant is that it provides women with an answer to the stresses and trauma we feel but cannot explain or overcome. After being admitted to the ER with stroke-like symptoms one afternoon, when Rein noticed the left side of her body and face going numb, she was baffled to learn from her doctors that the results of her tests revealed that her stroke-like symptoms were caused by stress. Rein was then left to figure out what exactly she did for her clients in order for them to be able to step into the fullness of themselves that she was unable to do for herself. "What started seeping through the tears was the realization that I checked all the boxes that society told me I needed to feel happy and fulfilled, but I didn't feel happy or fulfilled and I didn't feel unhappy either. I didn't feel much of anything at all, not even stress," she stated.
Photo Courtesy of Dr. Valerie Rein
This raised the question for Rein as to what sort of hidden traumas women are suppressing without having any awareness of its presence. In her evaluation of her healing methodology, Rein realized that she was using mind, body and trauma healing tools with her clients because, while they had never experienced a traumatic event, they were showing the tell-tale symptoms of trauma which are described as a disconnect from parts of ourselves, body and emotions. In addition to her personal evaluation, research at the time had revealed that traumatic experiences are, in fact, passed down genetically throughout generations. This was Rein's lightbulb moment. The answer to a very real problem that she, and all women, have been experiencing is intergenerational trauma as a result of oppression formed under the patriarchy.
Although Rein's discovery would undoubtably change the way women experience and understand stress, it was crucial that she first broaden the definition of trauma not with the intention of catering to PSD, but to better identify the ways in which trauma presents itself in the current generation. When studying psychology from the books and diagnostic manuals written exclusively by white men, trauma was narrowly defined as a life-threatening experience. By that definition, not many people fit the bill despite showing trauma-like symptoms such as disconnections from parts of their body, emotions and self-expression. However, as the field of psychology has expanded, more voices have been joining the conversations and expanding the definition of trauma based on their lived experience. "I have broadened the definition to say that any experience that makes us feel unsafe psychically or emotionally can be traumatic," stated Rein. By redefining trauma, people across the gender spectrum are able to find validation in their experiences and begin their journey to healing these traumas not just for ourselves, but for future generations.
While PSD is not experienced by one particular gender, as women who have been one of the most historically disadvantaged and oppressed groups, we have inherited survival instructions that express themselves differently for different women. For some women, this means their nervous systems freeze when faced with something that has been historically dangerous for women such as stepping into their power, speaking out, being visible or making a lot of money. Then there are women who go into fight or flight mode. Although they are able to stand in the spotlight, they pay a high price for it when their nervous system begins to work in a constant state of hyper vigilance in order to keep them safe. These women often find themselves having trouble with anxiety, intimacy, sleeping or relaxing without a glass of wine or a pill. Because of this, adrenaline fatigue has become an epidemic among high achieving women that is resulting in heightened levels of stress and anxiety.
"For the first time, it makes sense that we are not broken or making this up, and we have gained this understanding by looking through the lens of a shared trauma. All of these things have been either forbidden or impossible for women. A woman's power has always been a punishable offense throughout history," stated Rein.
Although the idea of having a disorder may be scary to some and even potentially contribute to a victim mentality, Rein wants people to be empowered by PSD and to see it as a diagnosis meant to validate your experience by giving it a name, making it real and giving you a means to heal yourself. "There are still experiences in our lives that are triggering PSD and the more layers we heal, the more power we claim, the more resilience we have and more ability we have in staying plugged into our power and happiness. These triggers affect us less and less the more we heal," emphasized Rein. While the task of breaking intergenerational transmission of trauma seems intimidating, the author has flipped the negative approach to the healing journey from a game of survival to the game of how good can it get.
In her new book, Patriarchy Stress Disorder: The Invisible Barrier to Women's Happiness and Fulfillment, Rein details an easy system for healing that includes the necessary tools she has sourced over 20 years on her healing exploration with the pioneers of mind, body and trauma resolution. Her 5-step system serves to help "Jailbreakers" escape the inner prison of PSD and other hidden trauma through the process of Waking Up in Prison, Meeting the Prison Guards, Turning the Prison Guards into Body Guards, Digging the Tunnel to Freedom and Savoring Freedom. Readers can also find free tools on Rein's website to help aid in their healing journey and exploration.
"I think of the book coming out as the birth of a movement. Healing is not women against men– it's women, men and people across the gender spectrum, coming together in a shared understanding that we all have trauma and we can all heal."