Why I Failed Trying to Re-Brand 2x

Welcome to BW Missions

Do you understand the power of centralized brand messages?

Out of college, I was working on my first startup, Wish Dish. Imagine for a minute the quintessential young entrepreneur…

Hungry, naive, and eager to make it happen, but without the shortcomings or insights to guide me.

I remember a conversation in downtown Athens, GA. I was so focused on the growth of users and story submissions. With that, I thought the platform would surely catch on by itself, and the user-generated content would create a cycle of automatic returns (both in growth, investment, and more).

But, I was wrong. In a few conversations with a few smart people, they shared with me, “When I get to your website homepage, I have no idea what I’m looking at. You need to rebrand.”

So, I started going down the rabbit hole that is the rebranding process: new website design, color palette, logo, etc. I did this not once, but twice, thinking each time that “startup nirvana” would happen.

Wish Dish as a company, building sustainability, ultimately failed to make financial revenue. In retrospect, here’s why:

It didn’t have a centralized message that was understood by a core audience. I failed to get the messaging right at the foundational level. Without a message and understanding the audience I was trying to impact, it didn’t matter how pretty the logo looked, how many stories were on the website, etc. Traction was hard to come by because the underlying, deeper foundation was missing.

Therefore, when building BW Missions, I knew this would be central to our success, by getting the foundation right, and why I was so excited and happy when Rich Keller walked into my life. He was able to take my story, align it with our brand, define my narrative around one word, and build a brand foundation and central messaging from it. 

Being a “Pathfinder” and helping “Craft Pathways to Belonging” with our clients and those that interact with our brand is the decision-making lens for everything we do, backed by my own story.

With this mindset and lens, building a company like Virgin feels even more possible. The vision feels limitless because, under belonging, many product lines can be developed for multiple audience sets over decades.

For those who are building a brand out there — whether personal or professional — remember it starts at the foundation with a clear central message. Everything else is built on top of it.

Last year, I wrote an article more in the weeds on other things I did wrong in this initial building process here

Today’s Featured Mission

Imagine you need a website done with little money. I learned early on that a little scrappiness goes a long way, but not in the way I thought.

After college, I stalked Georgia Tech clubs and communities to find a bright techie. I came across Chloe who was super helpful in the web development process by referring me to people she knew, but not by building the website herself.

As I got to know Chloe, I realized that her core strength lied at the intersection of tech, branding, and communication. Since that time she’s played a vital role in our business on various projects.

Whenever I work with her, it’s the utmost trust that she can get the job done, and she’s never faltered on my belief in her.

Where We’re Hanging Out

Where We’re Hanging Out:

Straight Talk for Leaders 

A bi-weekly newsletter that shares practical research-based insights, tools and techniques for growth-minded business leaders by Speaker, Author, Strategic Advisor and Business & Leadership Growth Coach to CEOs and Executive Teams Worldwide, Mark Green.

To learn more and subscribe, click here!

9 Keys to a Healthy Work-life Balance as an Entrepreneur

9 concrete things that Business Advisor, Consultant, and Growth Coach, Chase Damiano learned to help him and his clients achieve a feasible and appropriate work-life balance. 

Read the full article!

In Case You Missed It

our Relationships Evolve as You Evolve

It’s critical to listen to our intuition when we feel there is something missing. Those feelings of discomfort are easy to run from, but doing so only makes them pile up until they become a weight we can’t carry…

Full article here!
Work is Not Your Identity, But an Extension of It

To find your path, you need to identify what fulfills you now, and lead a life that aligns with those values, making micro-adjustments along the way.

Full article here!

New Podcast Episodes

Sam Vaghar: One Cold Call to Jeff Sachs Away from Fighting Against Poverty

Sam Vaghar loves helping young people own their voice and power to make a difference. He is the executive director of Millennium Campus Network, convening and training his generation of social impact leaders on university campuses in over twenty nations. In his capacity, he builds robust partnerships with leaders in philanthropy, higher education, business, government, and non-profits to realize their vision as a platform for undergraduates making a difference.

Dave Kerpen: One Red Carpet Event Away From A Wish Come True

Dave Kerpen is a serial entrepreneur, New York Times best selling author, and global keynote speaker. Dave is the Founder and Chairman of Likeable Local, a social media software company serving thousands of small businesses, as well as the chairman and cofounder of Likeable Media, an award-winning social media and word-of-mouth marketing agency for big brands.


We’re Hiring!

BW Missions seeks a full-time Content Operations Associate and a full-time Account Manager to assist in this fast-growing company, helping turn experts into thought leaders so they can stand out and drive their missions forward.

We are looking for someone who learns quickly; thrives in a fast-paced, remote working environment; is kind, reliable, forward-thinking, and extremely detail-oriented; and goes the extra mile for the team and clients alike. 

To learn more and apply, visit here!


Creating Belonging & Strong Community Relationships
with Bryan Wish & Zvi Brand, former CEO of Contactually

Join our Founder, Bryan Wish along with Co-Founder/CEO at Contactually (acq by Compass), Author of Success is in Your SphereZvi Brand for a clubhouse event on building strong relationships within your community that propel your brand forward. 

When:Thursday, Feb 11, 7 PM ET

Join event here!

What We’re Absorbing

Watch: Lupin (Netflix), Call My Agent (Netflix), and The Bureau (Amazon Prime) – Great for getting language skills back in shape!

Read: Untamed by Glennon Doyle – Highlighting universal life lessons on stepping into your full self.

Listen: Making Sense with Sam HarrisEpisode #232 Inequality and Revolution, discussing the rise in social inequality and the pitfall of social mobilityWorkLife with Adam Grant: Season 3, Episode #8, Career Decline Isn’t Inevitable, on how to illuminate steps that fuel great second and third acts
What are you absorbing? Let us know here!
The Pathfinder
Leah Walsh

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