is it time to un-brand?
What have you outgrown in the last couple of years? What needs to be released or re-framed in your brand and business practice?
Services that no longer light you up; relationships that are now out of alignment; systems that disregard your values; metrics that disrespect your wellbeing?
And a personal favourite: what aspects of the overculture* – that collective energy that attempts to numb our truest creative expression – are you willing to renounce?
The fragments of You, Inc.
In this process of ‘business self-investigation’, we first need to un-brand to then open space for the parts of ourselves we’ve had to compartmentalise in order to fit into an ideal projection of ME, Inc.
Because branding is not a professionally designed logo or a pretty instagram feed. Branding is a business development process that reveals your essence, values and philosophies.
And design is how we creatively translate this into a cohesive narrative that elevates the way our community engages with our work.
We long to embrace the unique intersections of who we are.
C. G Jung said it’s through our innate drive towards wholeness that we move closer to our true Self. With a capital ‘S’. In Jungian terms, this isn’t about seeking success, perfection or even happiness – it’s about being in a wholesome relationship with our archetypes, shadows and inner opposites.
While archetypes have been used in branding design frameworks for a long time, my studies and experience show me our business practice can be a lighthearted way to step into this deeper authenticity.
But to get there – this path to unleashing our truest, untamed creative expression – we need to be willing to dig a little deeper and cultivate the courage to share our findings.
Here’s a quick self-guided process to explore this more.
Step One: Challenge the overculture.
Do I believe I need to craft a 'better version' of myself before I can be seen?
Am I using 'healing' as a distraction from the work I'm here to do?
Am I attaching my success to my levels of publicity or productivity?
Am I constantly trying to monetise my knowledge?
Do I give myself time to integrate before I promote?
Step Two: Celebrate the intersection of who you are and what you offer.
I feel most alive in my work when I am [insert different activities and talents]
My clients find me when they’re looking for [insert your customer’s needs] but what they really get after working with me is [insert your unique proposition]
Something about me / my offering that I don’t promote but positively surprises my clients is...
This depth of investigation will always be a work in progress as we continue to change and evolve... but the more I dare, the more I inspire those around me.
Carolina x
* Dr Clarissa Pinkola Estés coined the term ‘overculture’ to mean the larger society’s voice that values uniformity and allows only pre-authorised dancing :)