After much painful consideration and deliberation, I’ve decided to terminate RipenWay.com. Goodbye old friend.
Now I’d like to introduce my new brand, JPStonestreet.com!
Wondering why I made this change? It’s a good question to ask because it may affect your business and your brand, too.
Let’s start back at the beginning. Earlier this year, I was searching for a business name. I almost went with JPStonestreet.com, but I wanted to create a business that was bigger than just me. Going with RipenWay opened up a lot of possibilities. However, and this is the bad part, it also made branding more difficult and diluted my focus.
I’ve said over and over, people buy from other people and businesses that they know, like and trust. No one knew about RipenWay when I launched it, and few still do. If they don’t know it, that means they don’t like it or trust it either.
On the other hand, a lot of people know, like and trust me…at least I think they do. That means it’ll be much easier to promote my products and services under my personal brand.
In addition, I’ve already been branding my name as a way to promote my book and to get speaking gigs. That means I’ve been spending energy branding two different things so neither has been getting my full attention. I tell everyone else to focus on their core offering and to create one consistent brand…I guess it’s time to follow my own advice…physician, heal thyself.
Even though I eventually want to launch another web startup, my focus right now is on selling books, training and public speaking. That’s what I love to do and that’s what I’m good at doing.
RipenWay diluted that focus by leading me down paths I didn’t want to be on and by leading me away from the path I’ve chosen. Rebranding RipenWay.com to JPStonestreet.com brings focus and clarity to my business, which allows me to send a consistent message to the world.
Here’s the lesson to learn from my mistake…. Make sure you choose a brand image and message that directly relates to your core product or service offering.
Having a long-term vision is great, but if you choose a brand image that does a better job of pitching the long-term vision than the short-term one, your brand and your business will have a hard time getting a foothold. Remember, your short-term vision has to be successful before your long-term vision can be.
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