The Signature Item | Choosing the Smartest Path Forward

Building or Re-Building a brand isn't just about having a vision. You have to make decisions. Decisions that will affect money, timing, production, and all other things that come next.

This past week, I had to make an important decision that'll be very significant when it comes to our relaunch.

Do I come back with multiple pieces, or do I come back with one?

I sat and factored in a few things: costs, timing, purpose, and the new standard I’m building this brand with. The answer became clear, one signature item just like we did in the beginning in 2016. 

One piece.
One message.
One powerful return.

This decision gave me clarity and direction for the entire rebuild and launch.
I can focus on creating one piece, one message, and one powerful return that sets the tone for everything that comes after, and I won't be stretched thin trying to produce a full collection right now.

This is the smartest and most intentional move I could make.

Why is that, you ask?

1. Lower financial risk

No bulk orders spread across multiple styles.
No pressure to invest in a full line. 
Just one piece I can perfect.  

2. Opportunity to create a stronger comeback story and bring the focus back to the message.

Those who have supported THE CEO STYLE already know us as the brand that says FOCUSED. They wore it. They lived it. They experienced it. 

Bringing back FOCUSED as the signature piece reminds people exactly who we are, all while giving me room to introduce the next message in the right time. Phase 2 will be great!

3. The rebuild is achievable

Given my resources and timing, this path lets me move forward realistically.
I can design, sample, produce, and build a campaign around one direction. No rushing, forcing, or cutting corners.

Decisions. Decisions. Decisions.

Want to brainstorm with me? 

In addition to making the product decision, I also locked in on the emotional direction of the brand.

This is what I wrote down when brainstorming. THE CEO STYLE needs to feel Powerful. Elevated. Motivating. Calm. Purposeful. Growth. Inspiring. Intentional.

What do you mean by calm? Glad you asked.

Calm = clean, intentional, mature, consistent. That quiet confidence of someone who knows who they are without having to scream it. This will be the identity behind the relaunch.

But, these are way too many words. I don't really want to go with motivating/motivation, that's cliche. Inspiring, that's cliche too. 

Purposeful flew out of my mouth when I was just trying to say "powerful". So maybe that's a sign. Let's go with "Purposeful."

"Intentional" has been my thing lately, so I like that one. Calm, yes. Powerful, yes.  

Wait Wait Wait I got it! 

CALM POWER + PURPOSEFUL GROWTH + ELEVATED FOCUS

Yaaaaa. That's it! This will be the statement the brand stands on. This will be on all materials. This will be our Brand Ethos. (let me google brand ethos right quick... I hear founders say it all the time. I think I'm referring to it right. Yes! I am.) This will be our Brand Ethos.

Anyways, now that I've gotten the logistics out the way, it's time for what's next.

• First real sketches of our signature piece

• Tone guide, color direction, and typography

• Exploring message placement

• Beginning the production plan

• Researching funding options

• Storyboard visuals for relaunch campaigns

These are the actionable pieces of the rebuild. Remember, it's not enough to just talk about ideas, you have to bring them into fruition. 

Ok, thanks for brainstorming with me. Now back to some structured writing :-)

In conclusion,

People don't usually show this part of the journey, but honestly, I'm hoping to show y'all what it takes. How messy it is, and how you don't need to have it all together. It has to start somewhere, though. I'm hoping to lead you in the right direction towards whatever it is that your mind wan't to create. Some of you may not know where to start. Or how to brainstorm. But understand, it's all about the planning stages. This is the part that matters most. This is where you get your sense of direction. 

Ok, I have work to do. See y'all next time as I unveil some more cool decisions I've made. 

Peace.

written by Morgan | @MORGANtheCEO