[00:00:00] Michelle J Raymond: Welcome everybody to the LinkedIn for B2B Growth Show. I'm your host, Michelle J Raymond. And this week I'm actually also the guest. That's right listeners, this week, I wanted to share my own story.

[00:00:11] Michelle J Raymond: I've been going through Operation Rebrand for all of you who have been following that story along. I appreciate all the support, the celebrations, the questions. So it's going to be a little bit different to what you might be used to, but I hope you get a lot of value out of it.

[00:00:27] Michelle J Raymond: Operation Rebrand for me, I have to say has been something that has been in the works for, I'm going to say around. I don't know, six months, maybe longer than that we're up to July now, so maybe a little bit longer. And with that has come some soul searching. With that I've had to ask myself many questions.

[00:00:48] Michelle J Raymond: And I also would have to say that the more questions I asked, the more questions I had. There's a part of me that is worried that I will get this wrong or mess something up, or I'll overlook something or I'll change my mind. And when you're doing a rebrand, it's not a cheap process. This is something that's going to cost a significant amount of money. But for me, it's an investment into my business. It's an investment into the future of where I want to go, what I want to do. And most importantly, who I want to help. So I'm going to step people through the process that I've been going through just in case it will help other people.

[00:01:26] Michelle J Raymond:

Marker

[00:01:26] Michelle J Raymond: Why am I changing my personal and business brand now? So let's start with how my business got started. Cause I think it's an important part for people to understand why the rebrand is happening. Now, cast your mind back to around March, 2020. I had the amazing experience of doing one LinkedIn post that led to a $2M order for some hand sanitiser. Back in that time, you can imagine it was like a gold rush and I was on the biggest high, but then due to some things that happened out of my control, a couple of weeks later. I had to quit on the spot and I decided because of how bad that event was, I was never going to be working for anybody else again. Now that all seems great, but I'd never planned to be an entrepreneur.

[00:02:16] Michelle J Raymond: I've never been a business owner before and the only thing that happened was I woke up the next day and my partner, Lil, she said to me, Michelle, why don't you work as hard for us as you worked for everybody else? And I thought, okay, she said, back yourself, create a business. I know you can do it. Okay, I can do this.

[00:02:37] Michelle J Raymond: What I did is I went around and thought, how am I going to do this? What will I do? I come from 20 years in B2B sales. And so selling things was the natural kind of next step. And I really lucky that because of the relationships and reputation I'd built in the industry, I was given lots and lots of opportunities to go this way, go that way, go this way, go that way. You name it. I got pulled in every single direction.

[00:03:07] Michelle J Raymond: It was a part of me that actually knew though, that I was destined for something bigger. That wasn't quite it, but I didn't know what that it was. And that it coming up with that took me around six months roughly to come up with an idea.

[00:03:23] Michelle J Raymond: Now, what that looked like was lots of days of me being stuck here in lockdown in Sydney. It was winter time by the time this was all happening. I bounced off the bottom is how I like to think about it. What I did is I went back to what I'd always done and then the light bulb went off.

[00:03:41] Michelle J Raymond: What did I always do? I loved helping people with LinkedIn. What had happened was because of lockdowns, the industry I'd come from, which is the beauty industry selling raw materials and ingredients. They had gone through a severe overnight forced, what would I say? Forced to change. So that they had to change how they sold things.

[00:04:03] Michelle J Raymond: So I, as an account manager in that industry, it was my job to go around and visit as many people, man stands at trade shows and events, come around and, literally parade our overseas suppliers and go and visit our customers. Everything was face to face. So you took that away and all of a sudden, what do you do?

[00:04:23] Michelle J Raymond: For me, I was fine because I'd always use LinkedIn. And then I saw the industry start to try and do this. So I reached out to help someone and said, look, I've been doing this for around six years at that time. If you need some help. Here's what I suggest. It will help your posts go further. Now I'm really lucky, shout out to Armelle, that she said throw away comment probably to her, that stuck with me ever since.

[00:04:47] Michelle J Raymond: And she said, Oh, how did you learn all of this stuff? I wish I could learn from you. Light bulb went off. It was that crazy. I was like, I could write this amazing training program and go back to the beauty industry and show them how to use LinkedIn to sell. It sounds great. I wrote the training program. I ran back as fast as I could and went to, ah, I've got it for you.

[00:05:10] Michelle J Raymond: And they went, that's okay. We're okay for now, but thank you. I was like, I was shattered. Not going to lie. I went from high to low so quickly, but I believed in the idea. I knew I had something.

[00:05:25] Michelle J Raymond: So I went to my next contact in the industry and said, look, I can help your business grow. I've written this amazing training program. I can show your team how to use LinkedIn to sell. And I got this look back of, Oh my God, can't you just do it for us? We love what you've been creating. Can't you just do that for our company? And I was scratching my head. I was like, are you serious? Is that actually a job? Like you would pay me to do that?

[00:05:54] Michelle J Raymond: And they were like, yes, just do for us what you've been doing for yourself and we'll pay you for it. And I was like, okay, if you think that's a job, then I'll go for it.

Marker

[00:06:04] Michelle J Raymond: How did the name Good Trading Co fit into all of this. Back in the beginning, when I first set up as I've been through such a really crappy time, when I had to quit, the only word that stood out to me was good, I wanted to do good business with good people, no more bad bosses, no more working for people whose values didn't align with mine.

[00:06:24] Michelle J Raymond: It was just a time for me to start to create a business that if I was going to do all of this work, I might as well create one that aligned with who I am. The word trading in my old business name is a word that gets used in that industry. So you have people buying and selling goods, also known as trading and then Co just sounded good and that was the web domain that was available. Not going to say I put anything else into it.

[00:06:49] Michelle J Raymond: The colors, as I've shared many times, for those of you who may not know the story, the colors came around because Teal reminds me of my mum who had lost to ovarian cancer, and that always is my nod to her to remind me I'm doing something that would make her proud.

[00:07:04] Michelle J Raymond: The black and the white, for me, I figured they just went together. Where did the pink come in? I still laugh, but I was scrolling LinkedIn and one of my connections had commented on a post and the post was essentially just trashing teal and saying that it was like the beige of all colors in branding.

[00:07:24] Michelle J Raymond: And I was like, Oh my God, what have I done? Quick jump on coolors.co and add in another color. What goes with those colors? Tap tap. What goes with those colours is Hot pink, hot pink is me. If you've met me personally or had a conversation, it's my energy. I just love it. It's Good Trading Co, some colours I slapped together. I got a friend of mine to make me up some business cards and away we went. And that was the start of my business. There was no more thought into it.

[00:07:55] Michelle J Raymond: At the time when I was doing the business name and that, I didn't even know what I'd be doing, selling the LinkedIn training and doing that stuff came later. So as time went on, so this is around August, 2020, as time went on, what happened was I went company pages. Yeah. Okay. That's how you can help someone else and write content and not break any of the user agreements.

[00:08:20] Michelle J Raymond: Excellent. Okay. Let me go and see if I can find another customer. Found another customer, Michelle, we don't want training can you do it for us? Company pages again. Okay, here we go. And very quickly I built up about 10 clients that I was managing their company pages for. I had a look around. And I noticed that there was no other LinkedIn trainers in the world that were talking about company pages.

[00:08:46] Michelle J Raymond: And I was like, again, scratching my head, I seem to be doing that a lot in the beginning and I scratching my head thinking, why don't people talk about building business brands on LinkedIn? Why is nobody talking about company pages? Now if anyone knows me, we know how this story played out in the end, I became the company pages person.

[00:09:07] Michelle J Raymond: Almost by default because nobody else wanted it. It wasn't fun back in the beginning, but at the same time, it opened up so many opportunities for me to be able to be the one person that people would refer other people to when it came to LinkedIn. And that's the piece that made me stand out.

[00:09:27] Michelle J Raymond: So that's how my niche was born again, almost, not entirely by accident, but fairly close to by accident. And I just went with it and I ran with it and I ran really fast and it's been amazing. And so what happened was I started to do the company page management. And after a year, I was like, Yes, it's paying bills and I'm really grateful for the experience and the clients, but I can do more than that.

[00:09:53] Michelle J Raymond: And I enjoy training people far more than I enjoy doing the done for you services. And I realised that I was spending more time building other people's businesses than I was building my own, which in the early stages, that's where you need to focus. So the first year went by and it flew by and then I felt a little lost if I'm being completely honest. And after that end of that first year, I felt hollow. I felt like there was a part of me that was trying to be a LinkedIn trainer, trying to be whatever version I thought you guys wanted me to be. And what I held back was the other parts of me where I say, you know what, I care about you people.

[00:10:34] Michelle J Raymond: Community is not just something that's like a tick the box thing for me. Nothing makes me happier than having a bigger impact. And so at the start of that next year, I decided to let that part of me out. And then what do you know, all of a sudden I loved it.

[00:10:52] Michelle J Raymond: Now, during this time, we've got my friend, Michelle Griffin, who is my partner in crime and as my power partner, we've written the book, the LinkedIn Branding Book together. We've got the LinkedIn Branding Show podcast together. So you can imagine when you're having a weekly conversation about branding that something sticks, something keeps going where are you going, Michelle? What are you doing ?Now that conversation over the last 18 months and having that book and having the book out there, here's the facts people, I actually felt like I was almost an imposter.

[00:11:27] Michelle J Raymond: In my mind, I didn't have any right to be writing a book on branding or having a podcast show on branding when I hadn't even worked it out myself. So I call my brand the Frankenstein brand, added on this bit, bolted on this bit, took away that bit. It was crazy how it evolved over time and I'm proud of what I built.

[00:11:50] Michelle J Raymond: I don't beat myself up over it, but it just didn't quite fit right. It wasn't custom made for what I wanted to do. I also, because of a question that Michelle asked me one day, she said, Michelle, why don't you ever talk about sales? You spent 20 years in B2B sales. You helped me so much behind the scenes to be able to sell more.

[00:12:14] Michelle J Raymond: It's the one thing you're amazing at and have been doing for almost 10 years. Why don't you talk about it? And I said, but Michelle, how do I talk about B2B sales? And not get people to stop thinking about me as the company page person. How do you have a niche that's about one thing, but want to talk about something else?

[00:12:34] Michelle J Raymond: And I got confused and then I tried to let go of one. And then I was like, no, that doesn't feel quite right. And then I wanted to add in something else. How do I talk about social selling? And so we went through this awkward kind of phase towards the end of last year. Now, the thing is, most of you wouldn't even know that. It probably to the outside, just look like here's Michelle showing up, doing her content, doing her thing, and it was fine, but it didn't feel fine to me.

[00:13:01] Michelle J Raymond: I knew I could do something bigger. Now, what does that mean exactly? That means the new business name came. That means a whole new visual rebrand. That means possibly, and probably the same thing applying to Michelle J Raymond now will have a new brand. I want to be reaching my full potential. I want to help other businesses reach their full potential.

[00:13:28] Michelle J Raymond: So the B2B Growth Co was born and it nearly wasn't not going to lie, because have you ever come up with a great idea and thought this is the best name in the world. And then you jump online to try and grab the domain and somebody else already beat you to it. I went through that so many times. I texted Michelle and I said, are you really sure that this reband thing is worth my time?

[00:13:57] Michelle J Raymond: Would it really matter if I just stuck with Good Trading Co? That's what people know. Mostly they deal with me and my personal brand. So it doesn't really matter. Does it? And she said, Michelle, just keep going, just keep going. God bless having a wing man. And then eventually it landed. And I was like, it was right here in front of me the whole time.

[00:14:18] Michelle J Raymond: And it was available. It aligns with the trends that are going through on LinkedIn right now. You'll see the words B2B everywhere. But for me, it's something I've been doing for 20 years. It's something that I've always loved the whole way of selling in those industries, never being glamorous, certainly not creative or fun, but I just love that whole context.

[00:14:42] Michelle J Raymond: And especially, I come from manufacturing mostly in my career. So definitely not the glamorous part of the world. You can see how things have changed. You can see that what I'm doing now is putting like a post in the ground and saying, okay, I'm happy with where I've come from, but where I'm going to and where I want to go to is I want to grow.

[00:15:05] Michelle J Raymond: And I also want to help other businesses grow. That 20 years of sales has never left me. I never feel comfortable when people call me a marketer, although my friend George shout out to him. He actually said in a conversation yesterday, Michelle, that is just your imposter kicking in. Essentially, you're a really good marketer. And I shouldn't bag myself out when it comes to that.

[00:15:28] Michelle J Raymond: So you can see over the last three or so years, three and a half years, that this has been a journey, this has been an evolution. And I feel like right now I'm in a cocoon and I'm about to come out as the butterfly.

[00:15:42] Michelle J Raymond: That's what it feels like to me. That's what has me so excited and that's the first step is just knowing and believing in myself now that this business is going to work, that I am here to help other people grow. I'm really good at it and I just love what I do. So LinkedIn training, obviously still a big part of what I do, but I'm going to be adding on other things.

[00:16:08] Michelle J Raymond: And I learned about some of these other ways I can help businesses because of my amazing clients especially the two Pauls, Paul Shocker and Paul Buckingham. I'm shouting out to both of you. Because you're the ones that have challenged me to be better, to be bigger and really question on, am I giving my whole self to help other people's businesses grow or holding myself to just doing LinkedIn training was holding too much of me back.

[00:16:35] Michelle J Raymond: So I appreciate having the best customers in the world and building a great brand means that you get to work with the best customers. Shout out to both of those guys. So that's why I'm changing things up. That's where I'm going to. I hope that kind of shed some light as to what's going on.

Marker

[00:16:53] Michelle J Raymond: What kind of planning goes into a rebrand? Now, anybody that knows me knows that the word planning makes me rock in the corner, right? It literally is the thing that makes me like shaking in the spot, but this time I have to do it right. And I have to do some planning and I have to make sure that this is a methodical process.

[00:17:18] Michelle J Raymond: I have to make sure that I consult experts in areas I'm not good at. I have to ask for help. Now, that's not something that I find easy. Oh, I'm quite independent and I want to figure stuff out for myself. But I also realise that's the thing that's holding me back. And by asking for help for people that are experts in other areas, I'll get the results that I want faster.

[00:17:44] Michelle J Raymond: And so the only thing that's worse is I'm really impatient. So being impatient means that I can get there with help faster than doing it alone. And I know that there's so many sayings about that kind of stuff but essentially that's the kind of thing that's going on. So getting help, doing planning.

[00:18:02] Michelle J Raymond: Now, when you think, Oh, I'll just change my name. Okay. That's easy. Got a new name, registered it. I'll get a new website domain. Easy. No problems. Then what happened was, okay. With a new domain name comes new email addresses. And I can tell you for about the last few weeks, all I've been doing is unsubscribing to newsletters, changing login details.

[00:18:26] Michelle J Raymond: And that process alone is ginormous. So do not undertake a full change of name and rebrand without first thinking, can I handle the admin side of this, as well as my client work. As well as having a life, it is a huge job. This is something so that, you know, I'm giving myself until the end of the year to have it completed.

[00:18:49] Michelle J Raymond: I'm not trying to almost, run myself crazy and get it done really quickly. That's the planning from my side. I, as you know, wrote the LinkedIn Branding Book. And inside that book is a downloadable companion workbook, which is how you can build your brand on LinkedIn step by step. Now, Michelle Griffin and I put that together for other people to use.

[00:19:13] Michelle J Raymond: It is exactly the same framework that I'm using right now. And this isn't a plug for the book, but this is just simply that book is brilliant. The companion workbook is exactly what you need, if you're thinking about going through this process, you might find that it's not actually a full rebrand that you need to do.

[00:19:29] Michelle J Raymond: It might be just a partial one, that's a bit more manageable. So my friend Gillian Whitney, for instance, she's going through that with her business and just changing up some of the services that she offers. So have a think about it. It's worth talking to someone and bouncing your ideas with someone who's an expert in that field.

Marker

[00:19:48] Michelle J Raymond: I then went to the next step. And I used ChatGPT, I confess ChatGPT has been brilliant at taking my thoughts and turning them into something that somebody else would understand. And because I'm not, I guess I'm going to say experienced or trained in being like a marketer and doing things like values. Mission statements, just brand guidelines, all these kinds of words, because I'm not good at that or haven't had experience at it, I used ChatGPT and I used some prompts that I asked it to ask me five questions that it would need answers to say, write me a mission statement. So the prompt went something like. Act as a highly skilled marketer that is helping somebody rebrand. Give me five questions you need answered to be able to write a mission statement.

[00:20:44] Michelle J Raymond: And then I answered those. And then I asked it to write me the mission statement. And then I would say, can you tweak it? Can you make it shorter, longer and away we went. So I did that with mission statements, value statements brand guidelines. Oh, I can't even remember all the things, but there was a ton of them.

[00:21:01] Michelle J Raymond: And I just answered the questions. Whatever popped into my mind, right? I didn't worry about trying to write it perfect. I just put everything out there, answered the questions it asked me, and it came back with stuff. Now that allowed me to then refine it. And then that allowed me to go to the next step. To be able to give it to the person that was overhauling my visual guidelines and my visual brands. And so that was just brilliant.

[00:21:27] Michelle J Raymond: So if you want to know how to use chat TPT to do this stuff, I'm very happy to share my prompts that I use and share the chat so that you can see the things that I answered and how I did it. I'm building this in public and hope that it will help somebody else. And I'll tell people why I'm doing that in a minute.

Marker

[00:21:43] Michelle J Raymond: Let's talk about overhauling the visual brand. Now, if there's one thing that I haven't been proud of or just didn't quite fit what I do in my whole business is that the level of my visual branding was never to the quality that I wanted it to be.

[00:21:59] Michelle J Raymond: Now I'm not saying that visual branding trumps content or the quality of the work that you put out, but for the kinds of customers that I want to work with, for the kinds of businesses I want to help grow. For a premium service, I don't want that to let things down. So when you change a name, you also get a new logo.

[00:22:20] Michelle J Raymond: And thank you to everyone that has commented on the new logo. The new logo for me. If you have seen, I've actually had two other logos in the time I've had my business. One I got created with the Good Trading Co business in mind, again, nothing to do with what I have now. So it just looked irrelevant.

[00:22:38] Michelle J Raymond: The second one I made by accident in Canva. I'm not going to lie, like the colors, it did the job. It was better than the last one, but this one, I really wanted it to be a signal and a signpost for what I represent in my business. And I did go through the whole, why bother with a new company name versus why not just go with Michelle J Raymond.

[00:23:01] Michelle J Raymond: And I resolved that one after many months of I'm building this business with a potential maybe of selling it down the track, potentially giving it to someone else. I don't know that's my plan right now. It's not what I'm working on right now, but I wanted to leave it an open space so that if that was my decision, I could make that happen. That it wouldn't just be reliable on just my name and just my brand.

[00:23:27] Michelle J Raymond: Now, which way that plays out in the future, I'm not sure, but I wanted to make sure that I was set up and had options. If I just did it under my own name, it becomes a little more tricky as far as for my situation. The logo itself has three colours in it deliberately.

[00:23:44] Michelle J Raymond: So I'm a fan of threes. I'm a fan of triangles. And the information that I gave to the wonderful Emma Wright was the stuff that ChatGPT gave me. We had a conversation and I said, I want it to imply growth. Now those two arrows going up obviously imply growth.

[00:24:03] Michelle J Raymond: Very quickly, it's a visual cue that you get that's what I'm up to. You can see that it's got three colours. I added in the blue with a suggestion from Emma that said, Michelle, look, you do a lot of LinkedIn work. I know you don't want to be full on LinkedIn, but I think we have to have a little nod to it. Just a, Hey, don't forget about it. So that when we do the website overhaul, we can start to pull in some of these visual cues with the blue. You can see the circle there. That to me is the heart of what I do. That's community.

[00:24:37] Michelle J Raymond: Now there's three pillars in the logo and they are building enterprise brands, so company level, executive brands and employee brands, and that's what that means. And that's what I'm building my business based on. So for other people, it looks good. It implies growth. And I hope that you get that same sense of feeling that I get from it. I love the colours.

[00:25:00] Michelle J Raymond: For people who want to know the colours have been optimised for digital. Cause I'm a digital first brand. And they also have been made with accessibility in mind. So one of the problems with my previous colour palette was that the colours clashed and there wasn't enough contrast. So now my new palette has so many different options, so I can make sure whatever I create is accessible to as many people as possible. That's a cornerstone of my brand, just like I do with the podcast. I want to make sure that's how these things work.

[00:25:32] Michelle J Raymond: So creating the logo, I think, Emma just did a brilliant job. It was the first design on the list that she sent over to me. And at first I was like, I think that's it, but I don't know if anyone else is like me. And then you think, Oh, I'll just get her to make some more just in case maybe I'm wrong. So she made me some others based on triangles and I was like, no, it's this one. This one just makes sense to me. And it's something that feels right. It's like that hand in glove, perfect fit.

[00:26:02] Michelle J Raymond: So it's just been really brilliant to work with someone that can take my ideas and bring them out into the world because my brain doesn't think in colours. It doesn't think in design, it thinks in words. So if you asked me to close my eyes and visualise something. I see nothing. I just see black. I can remember what things are like, but I can't actually visualise them. And so the fact that she was able to turn my words into this amazing logo is something that, yeah, that you've found the right person when they can do that kind of magic. So shout out to Emma Wright. I appreciate everything that you've done so far.

Marker

[00:26:43] Michelle J Raymond: So the visual brand, when we talk about that and overhauling it. I don't think I understood exactly how big a job that was going to be, when I create so much content. So it can be everything from the background colours in my photos.

[00:26:59] Michelle J Raymond: Do you know how many sites have a profile photo on them that you have to change? Websites? Templates for my socials, email signatures. There's just so many different places. I have a podcast website. I have two podcasts, I have artwork for YouTube. Yeah, there's just a list that's so big and I'm actually writing and creating a list so that if anyone else has to go through this, you'll have an idea of all the places that I've had to update so that you'll be prepared to know what you're in for.

[00:27:28] Michelle J Raymond: In a perfect world. Would I have completed it all and then rolled it out and went, ta da everyone. Look how amazing this is. Yep If I had the budget of the Mattel team for the Barbie movie count me in, that's exactly how it would have happened.

[00:27:45] Michelle J Raymond: But as you've seen, the world hasn't stopped spinning. My clients are still working with me. I've got new business leads coming in. Nobody cares. So if you're someone that's out there, that's worried about how do I get it all done? I'm here to tell you that you're going to be worrying about it more than anyone else.

[00:28:04] Michelle J Raymond: Most people have been so supportive and so excited for me that they're just loving the unveiling. They're loving watching bit by bit things happen. The new logo, the new colours, the background on my photos, all these little bits, YouTube channel thumbnails, they're just popping up. Popping up.

[00:28:28] Michelle J Raymond: What's left to do is there's still so much, I'm not gonna lie, that's just the visual part and I think I'm almost getting on top of that. My LinkedIn profile banners are next, and I've probably paused on those 'cause they're really important and I wanna make sure that they capture. Not just what I do, but where I want to be and who I want to work with. And so that's something that I'm just not rushing into. Again, as much as I like to get things done.

Marker

[00:28:58] Michelle J Raymond: Let's talk about the lessons that I've learned to date. Oh, where do I start? Be kind to yourself. Give yourself plenty of time to do something like this. If you do not have the resources of a huge team, then be realistic, focus on what matters and just know that nobody's expecting perfect.

[00:29:22] Michelle J Raymond: For me, I would always rather rush things and get them done and not worry if they're done properly. And that is something that I'm trying to challenge myself in this project. I want to hurry up and rush the whole process, but I feel I would be doing myself a disservice and anybody else that's following along, my clients, just by going too hard and too heavy and trying to get it all done.

[00:29:51] Michelle J Raymond: The lesson I've learned this time, the power of working with people who are experts is so much easier to make stuff happen. That it has just been incredible. And I still have some other pieces of the puzzle ie when I redo my website, that's this in my mind, that's just such a huge project.

[00:30:13] Michelle J Raymond: And that's the one that's probably causing me some soul searching right now. Cause here's the thing. I have two very distinct clients that I love working with. I love consultants, professionals that have gone out on their own and they need a profile overhaul and they need some LinkedIn training to set them up for success.

[00:30:33] Michelle J Raymond: Doing those bundles and packages for those people to have a real and immediate impact just lights me up and I love it because I know it is what they need. But the other flip side to that is I love helping corporates. The bigger the team, the more we can roll out, the bigger the impact. And so the messages and the problems that both of those have are completely different.

[00:30:57] Michelle J Raymond: Now, the easy answer is on a website, you just go this way. If you're one of these or go that way, if you're one of those easy, but it's not easy when you're creating content, who do I create content for whoever my audience is that I have in mind.

[00:31:12] Michelle J Raymond: Now that is probably part of one. Do I let go of one? Do I hold on to both? I'm always happy to hear anybody's comments in the chat. Just so I can see, and you can see my brain is ticking right now. I'm still stuck on the fence of which way to go. I'm not going to make any decisions until I know that I can back myself. I'm comfortable and I'd rather take more time and get it to a place where I'm like, yes, that's it. Then just rush in and say, yep, that's done.

[00:31:45] Michelle J Raymond: So yeah, that, that's going to take some more work. What have I learned when you have a brand that absolutely reflects who you are and what you do and where you want to go, it feels amazing. It feels so good.

[00:32:01] Michelle J Raymond: It is something that I am now really proud of. It is something that I know is going to help me to help more people. It is something that I just go, there's no confusion. If I'm being honest, there's no ties back to the old days when I had to quit my job, I really miss the word good. Not going to lie. That's something that I had to do a lot of soul searching to let go of that word.

[00:32:31] Michelle J Raymond: And I think it was just like, okay, it's time to let it go. And I still want to do good business with good people and it will still come through. But now it means when somebody looks at my business name, they don't go, what's good trading co. It also means for search engine optimisation that I'm found in the right places by the right people.

[00:32:54] Michelle J Raymond: The word good. It's really popular and very difficult to stand out. So I learned that lesson when I used to have the Good for Business Show as my podcast name, nobody that wanted to use LinkedIn to grow their business was looking up the word good. They do look up LinkedIn for B2B growth, which is what it's called now.

[00:33:13] Michelle J Raymond: And so just that little shift I'm hoping is going to carry across. There are some downsides, lots of broken links, lots of search engine issues and rebuilds. There's, not just all positives. There's some, flip it on the other side. But ultimately, I guess I just wanted to share with you guys that this is where I'm at.

[00:33:34] Michelle J Raymond: This is what I've been going through. I don't have all the answers just yet. But I just wanted to have a chance to share my story, share with all of you how I got here, where I'm going. And the plan is just to make this bigger.

[00:33:48] Michelle J Raymond: I have the best community in the world. So thank you all for being cool. Next week's podcast episode, is another great one. So make sure you join in and subscribe to the podcast.

[00:33:58] Michelle J Raymond: Thank you everyone. Hope you have a wonderful day, whatever's left of it, and I'll be in contact updating everyone as we go along. Cheers.