I am curious, if my brand launched in 2015 with its current packaging, clarity of mission and brand values - would it be more successful today?
In 2015, at the young age of 21, I went into business blindsided by excitement. Envisioning the products and their inevitable success was enough for me to dream big and follow my ambition; naive and totally unprepared for the journey I was about to embark on. Winging it is a pre-conception of running a business and I cannot think of a more accurate description.
Branding especially is incredibly challenging. Trying to project an idea, mostly a feeling, into a visual design and statement mission that resonates with consumers in roughly three seconds (apparently the length of time it takes to scan a supermarket shelf and decide on a product) is ridiculous. I had no idea what the ‘elevator pitch’ was let alone the business' ‘personality traits’. (I only figured this out in 2020).
As well as this added pressure to get it ‘right’ - what I believed to be the deciding factor of whether or not it attracts retail interest - I never really admitted to myself nor anyone else how my brand came into existence, why it truly exists.
The first (of three) branding agencies implored me to dig deep, bring up any emotion attached and voice it. Absolutely no chance I was going to admit that cellulite has been my nemesis since the age of 16 and I bought into diet culture’s myth of certain ingredients being ‘bad’ - quite frankly, sugar scares me - the main culprit to feeling lethargic, self-conscious and insecure - failing to mention that I fell in love with how this product helped me feel care-free and confident, less afraid of weight gain, guilt-free, even, and I could rely on it to consistently pick me up.
Instead I responded with my secondary argument: unlike other convenient food products on the market, our products are not only made intentionally good for you - they never rely on any type of added sugar or sweeteners - but are also capable of satisfying cravings, boosting your mood and energy as a result, whilst never compromising on delicious taste.
It was only in 2019 when I realised that my business was semi-born out of an eating disorder and cried throughout my entire therapy session.
My purpose became even more lucid, confusing. Am I a fluke? Is this company built on negative circumstances? False integrity and potentially feeding an eating disorder mentality (literally and figuratively)?
It has taken me five rounds of rebranding to finally feel happy with the brand's appearance, empowered even. I am proud of its core, integral values and mission. What may have started as an experiment to improve my own diet has evolved into a greater culture that empowers a positive mindset. To boost your mood and feel-good energy without the crash.
At the same time, I still slip up and continue to look back with disheart. I kick myself over certain decisions, am sad I was not honest with myself sooner to help understand my brand - and perhaps fast-track its growth - and regret how much time and energy has been spent, often still spent, thinking about my body over real life passions.
Timing is luck and luck is timing. Some people are in the right place at the right time; in the food industry, this could be just ahead or prior to a trend. I recently heard this on a podcast, not only did it make me roll my eyes but it also made me wonder - am I too late? Did I miss my window of opportunity in 2015 when the category was not oversaturated, a product like ours was rare, even? Has my chance been and gone? Not giving up is admirable but knowing when to give up is brave, inspirational.
Just last week a friend said to me, “you fell in love with a product and your sole mission then was to share that feeling and experience with the rest of the world. You have accomplished that, you have been successful.”
And she’s right. From this humbling perspective, technically, mission accomplished. Job done. In the greater good of a successful business, is it enough - do I feel successful? In one word, no. (Ask me again when I have a salary).
Running a business is like playing with a two-edged sword. No right or wrong decisions but there is blame to be had either way. I may have no colleagues to share the load but thank goodness Nelson is such a loyal friend.
Comments