The Rebrand We Didn’t Know We Needed

Actually, that might be a bit of a lie.

In fact, we knew that we were due for a re-brand. Severely.

A little bit of a backstory for you.

When Croteau Consulting Agency was first launched at the end of 2019, the name was actually a product of my husband’s software consulting business. He had long since moved on from it, so I decided to take it over. At the time, I hadn’t invested too much thought into changing anything. I was way too eager to branch out on my own. And honestly, my intention was to have my clients and colleagues invest in me and what I could offer them vs. the business name.

Fast forward to early 2021. The business had made it through the first year of the pandemic, and I was sitting down with my Business Planner (shout out to Joey) to review the past year and make adjustments to CCA’s short-term and long-term goals for going forward. During our extensive overview, I expressed how I wanted (more so, needed) to really focus on my own personal branding in the coming year.

The interesting part about being a marketing professional is that we become so engrossed in designing and championing for the brands that we work with, that we tend to put our own business on the back burner. And in a way it can be frustrating, because as much as we want to focus on everyone else’s growth, we also have to be diligent in fostering our own growth as well.

I would like to say that I hit the ground running following our meeting. But, it wasn’t until this past October that I REALLY kicked it into high gear. You know that moment? Where you are having this internal pep talk with yourself that goes a lot like, “Okay, Stepfani. You’ve put it off for long enough, it’s time to get your shit together”. Well, at the end of 2021 that was me!

So how did I do it?

Good question - I’m so glad that you asked!

I kept it simple. Or at least as simple as I could. There are a few different elements to the business. There was the existing apparel shop I started last year that was already working under the name SKC Creative Studio. And alongside that, you had Croteau Consulting Agency. I was truly sick of there being a separation between the two. Even though they were their own separate ventures, I wanted consistent branding, similar messaging and tone delivery, and to be honest if someone searched for me on Google, I wanted both options to show up. Plus, you never know when someone might be looking for a new sweatshirt, marketing services, or both. Why couldn’t this be a one stop shop? There was already so much overlap between the two in the day-to-day business anyway.

As a designer we get all of these amazing ideas in our heads (usually at those moments when we aren’t even near our computers). And truly the most fun part about what we do, is being able to execute these “mental mood boards” we create.

I knew that I wanted a softer, more feminine look. I knew that I wanted to provide resources, and tap into the more fun and spontaneous side of my personality and business. And I knew that I wanted to not be so focused on fitting into some predetermined corporate box that felt stuffy and confined. Ultimately, I wanted to be able to say and do whatever the heck I wanted (within reason, of course), while placing a larger percentage of my time educating and providing resources to my audience.

And with that SKC Creative was born.

What did I learn?

• Trust your gut instincts.

• Get feedback from those closest to you and your business.

• Do not be afraid of change.

• You do not have to be like everyone else.

I think the important thing here is to trust your gut. I welcomed feedback from so many individuals as I was putting together the designs. Everyone is always going to have an opinion that doesn’t necessarily align with yours. And hey, it would be concerning if they did always agree with you. But at the end of the day, you have to go with what feels right for you and what you want your business to portray. When all was said and done, the positive response that I received from colleagues, clients, friends and family was overwhelming.

So consider this your sign.

If you have been tossing around the idea of refreshing your company’s logo, messaging, or branding stop putting it off. There is never going to be a perfectly right time to get it done. Just know that YOU can do amazing things. And if it’s outside of your wheelhouse, you have connections to people who can assist you with making those amazing things happen!