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While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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Richard was a composer, while her mom, Minnie, was a legendary singer who made the classic song "Lovin' You." In 1979, Minnie passed away from breast cancer, seven years after Maya was born. The Bridesmaids star opened up to Variety about constantly being asked about losing her mom at such a young age and how it affects her.
L-R: Maya Rudolph, Richard Rudolph, Minnie Riperton, and Marc Rudolph
Photo by Michael Ochs Archive/Getty Images
“My whole career, people have always brought up my mom, which is wonderful. But then they also bring up the tragedy of losing my mother when I was little,” she said.
“And they ask me how old I was when she died. The other day, I said, ‘Why the fuck are we still doing this?’ First of all, if you know me and you know who I am, you already have that information. And the second thing is, who wants to be asked about their childhood trauma every time they talk about their career? I’m 52 years old, and I have survived my childhood trauma.”
With it being such a sad moment in her life, Maya doesn't understand the need to always talk about it in interviews and often wonders whether she should even answer the question. “I answer the question and then afterwards, I’m like, ‘Why the fuck did I do that again?’” she said.
“Maybe this is the day where we just go, like, ‘You can stop asking.’ It just makes a sad story. But we’re talking about great things, yeah, and humans are capable of so much more than one thing. But for whatever reason, people want to really focus on the sadness, and I’m like, ‘I good.’”
At 52, Maya has become more, in the words of Beyoncé (whom Maya frequently portrays on SNL), comfortable in her skin. Meaning she has no problem speaking up for herself when it comes to intrusive questions.
“I am a polite person, and I care about how I treat other people, obviously. And I try not to ruffle feathers. I like to be respectful," she said.
"But at a certain point, you have to stand up for yourself. It took me a long time to get to feeling more comfortable in this space, but I’m in it now.”
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