Rebranding 101: How Jess Mali Mercier Helps Small Business Owners Discover Their Authentic Visual Identity

Building Emotional Connections Through Design

Jess's approach underscores the significance of developing an emotional connection with your designer, as this bond is crucial for creating a brand that authentically reflects your core values and resonates deeply with your audience.

In January, I knew it was time to rebrand my entire business -podcast, social media accounts, and website, but the process seemed daunting and I just wasn’t making progress on my own. When I connected with graphic designer and rebranding strategist, Jess Malli Mercier, I realized why.  There comes a time in the life of your small business when you need to stop using Canva templates and trying to be a designer.  For me, that time had come.  

I’ve spent the last few months working with Jess and in this blog post, I’m sharing what I have learned from her and from the experience.  If you’re a small business owner or personal brand, contemplating a rebrand, or simply curious about the process, this post is a treasure trove of insights. 

The Importance of a Collaborative Approach

One of the most compelling takeaways from working with Jess is the importance of a collaborative approach to branding and design. For many of us, our businesses are not just our livelihood but an extension of our identity, purpose, and passion. Jess believes that rebranding should be a journey you embark on with someone who can truly understand and visualize your vision.

I couldn't agree more with Jess when she mentions the value of working with clients who are not just aware of the significance of branding but are also enthusiastic about it. This enthusiasm often translates into a more vibrant and authentic brand that resonates with customers on a deeper level.  My rebranding reveal has been shared over the past week and based on the response I am receiving,  I know we hit the mark. 

Emotional Connection in the Creative Process

A standout point in the discussion is Jess’s emphasis on the emotional connection and frequency in her creative process. This was a revelation for me as it underscores the need to form a genuine emotional bond with the person helping shape your brand. The creative journey is not just about colors and logos; it’s about conveying your core values and the essence of your business.  

In the past, I have purchased logos from sites like 99 Designs and Upwork. There was zero human interaction and next to no communication. Obviously, those designers didn’t “get me” or my brand.  How could they? 

For those of us who are hands-on with every aspect of our business, finding a designer who can form that emotional connection and speak our brand language is priceless. According to Jess, before hiring a designer, it’s essential to review their website, social media, and storytelling to ensure their approach aligns with your vision.  

Personal Meetings: Beyond the Transaction

But, I also think an in-person or virtual meeting with the designer (something Jess insists on) is crucial to determining how intuitive they are and their skill in asking the kinds of questions that get to the heart of your brand and business.  

This relational (as opposed to transactional) approach to design work helps establish trust, safety, and respect—essential components for a successful collaboration. I have always found that a face-to-face conversation, or even a virtual meeting, can reveal so much more about a person than an email or a phone call. 

Building Trust and Safety in Collaboration

Another significant discussion point is the importance of building trust and safety with your designer. As small business owners, we spend much time refining our messaging and positioning. Therefore, the visual representation of our brand must be in safe hands. 

The emotional vulnerability that comes with sharing our vision and trusting someone else to bring it to life is crucial. This is where collaboration becomes crucial. Jess mentions that pushing clients out of their comfort zones leads to authentic and memorable branding. This resonates deeply with me, as the best ideas and concepts often emerge when we step outside our comfort zones.

The Branding Process: Fonts, Colors, and Emotions 

Let’s face it. our businesses are often like our babies. Each decision, even the choice of fonts and colors, can be fraught with emotional weight. Jess openly discusses her personal growth in separating her ego from the design process and understanding her role in helping clients, which means setting aside her own preferences and opinions. This perspective is liberating; it's about finding the balance between personal input and professional guidance.

Signs It’s Time for a Rebrand

Jess mentions several signs that it may be time for a business to rebrand, including inconsistency in visuals and feeling bored or disconnected from the brand.  I would also add that for those with a low tolerance for boredom—like myself—it’s essential to consider other variables beyond boredom alone.

Rebranding is not a one-time task; it’s a natural progression for evolving businesses. Even major brands like Coca-Cola have updated their logos over time. I find this comforting because it normalizes the idea of rebranding as part of growth and evolution.

Conclusion

Rebranding is a transformative process that involves passion, collaboration, and emotional investment. As business owners, we deserve nothing less than a brand that truly represents our identity and values. Jess Mali Mercier’s approach offers a blend of professional guidance, emotional connection, and creative collaboration—all essential ingredients for a successful rebrand for serious small business owners. 

So, whether you’re feeling disconnected from your current brand or simply ready for a change, take a moment to reflect on these insights. Remember, rebranding is not just about changing your logo or colors; it’s about evolving with your business and creating an authentic representation of who you are. 

Feel free to DM me on LinkedIn or Instagram @coachdiannwingert or send me an email at diann@diannwingertcoaching.com. I'd love to hear your thoughts! If you'd like to hear the full episode on the ADHD-ish Podcast, you can do that here.