30: This Pod's Got a New Name
Today the podcast launches under its new name: Pattern of Purpose. I’m talking all about why I named it Beyond the Mood Board in the first place, how this pivot relates to my business rebrand, and what to expect in future episodes.
Six months into podcasting can change a lot. What began as a medium for content marketing has now shifted into a referral generator, networking platform, and channel to develop my point of view.
STARTING A PODCAST
The vision that I had for this show when I started it was simple -- I wanted to educate. It wasn’t looking to make a ton of money off of sponsors. Quite the opposite -- I began with no expectations for how it would go at all, which is what I think has gotten me to this point as excited as I first was about generating episode after episode.
I don’t feel like this is something I dread. There are obvious complications that come with any project like putting together show notes, booking guests, social media, and all of that. But overall, recording is one of my favorite things to do.
When I first thought of podcasting in February 2019, I was working with clients who were preparing to go through a rebrand. They needed someone who could help them gather all of the pieces, get some high-level direction, position themselves as an expert, and then figure out how to execute their vision when working with a designer. The advice I was sharing with them was too valuable to be kept between two people.
At the same time I was also noticing that whenever the word “brand” was thrown out, people automatically assumed you were talking about the visual side of branding. As I’ve talked about on the show many times, building a brand requires much more than a beautiful brand presence. You’ve also got to have consistent messaging that connects with your customers. I wanted to unpack that in a way that made sense but also gave clear steps for business owners on how to improve.
Finally, I had a bit of a selfish reason for starting the show. Look, I write for clients all day long. And I have for years now. The thought of sitting down and writing to educate wasn’t appealing to me. It also wasn’t just about educating using MY voice.
I’ve been having deep conversations with designers and creatives for years on the state of entrepreneurship and what clients are missing when they hire a designer. My friends heard all the time, “Oh I’ll just hire a good designer and they’ll figure it out for me.” These creatives saw firsthand what could go wrong -- with expectations and execution -- when clients didn’t know how to differentiate themselves, weren’t clear on their why, and didn’t have a strong messaging platform.
This made it an easy decision to host conversations with designers about why my work -- brand strategy -- is important and the keys to a successful relationship with a design partner, beyond building a beautiful mood board.
So began Beyond the Mood Board.
IF YOU CONFUSE, YOU’LL LOSE
I’ve had a lot of people try to convince me to change my business title to business coach or business strategist.
“You do so much more than branding!”
“You’re talking about pricing and packaging. That’s transforming a business.”
I think half of that advice comes from my clients and colleagues really valuing what I do. The other half comes from not understanding what I do.
Whenever I would sit down and explain my approach people would say, “Wow, I had no idea you did all of this.” Honestly not something you want to hear as a business owner.
The point of tension on the podcast began when I started sharing more than topics and actionable tips. It was when I shared more of my story and how I work with clients.
It became confusing to me when to point people to learn more. And if it was confusing to me, I know it was confusing to others.
I had three identities I was asking people to know me by: Kim Wensel, Beyond the Mood Board, and Pattern of Purpose.
When I was speaking at an event or on another show I was telling people to visit me at patternofpurpose.com but then mentioning that I had a show called Beyond the Mood Board, as if they’d remember it all. I wasn’t helping people navigate who I was and how I could help.
More than that, I started feeling a lot of anxiety around how I showed up online. I love creating content, but sharing it has always been my Achilles' heel. Because the show didn’t have a brand home online, I wasn’t promoting it. And without promoting it, I wasn’t reaching the people I set out to reach.
DO I REBRAND OR RENAME?
During the summer of 2019 I embarked on a massive rebrand for my business. While I just assumed the podcast would be rebranded visually, I didn’t give much thought to how I could bridge the gap between the two brands. That was until I was away from my computer on vacation.
My husband and I took a long vacation in Croatia right after my rebrand kicked off. We both needed time away from work -- and the kids -- and to reconnect to each other and relaxation.
Trust me, he’s used to me bouncing ideas off him (check out episode 17), but this was an all-time palm-to-face moment. We’re relaxing in an infinity pool on the Adriatic Sea when I had a crisis moment.
“Do I need to embark on a whole separate rebrand for the podcast!?”
I continued on this tangent for about an hour:
“How will I capture audience members from the show?”
“Am I always going to have to remind them what Pattern of Purpose is?”
“Should I just change my business name to Beyond the Mood Board?”
“What will that mean for my name recognition?”
“Do I need to trademark both Pattern of Purpose and Beyond the Mood Board?”
You get the point. It was NOT pretty.
When I got back home I hopped on a pre-design call with my designer, Shauna from We Are Branch. She had no idea what was about to hit her.
I told her I was confused and a little bit worried with the message I was sending -- and what message I wasn’t sending -- by having three unique brands.
She asked me three simple questions that I found very helpful.
Do you see your podcast becoming your main revenue generator?
How are you marketing your 1:1 services?
Have you considered changing your podcast name?
My knee-jerk reaction was the following: No, I didn’t start this podcast for money. I don’t market my 1:1 because I get clients by referral. And no, I’m not changing my podcast name. As if!
ALLOWING THINGS TO EVOLVE
As I let her questions simmer, I realized I was tied to the podcast name because of what it meant to me and not necessarily my audience.
I wanted to stay rooted in branding, not become just another general business podcast. When business owners are rebranding, they’re always creating a mood board, so to me, the name made a lot of sense.
But what I also had to face is that my clients now aren’t all going through a rebrand. They’re trying to pinpoint how the threads of their experience and story make them stand out. And of course, that’s in perfect alignment for where I wanted the podcast to go.
This meant opening up the doors to guests who weren’t designers. It meant giving myself permission to hear a little more about each guest’s journey and how they’ve developed a niche.
But deciding to evolve and actually making the change isn’t always comfortable.
As soon as I made the decision, I went over to Instagram and changed my handle from @beyondthemoodboard back to @pattern_ofpurpose. Immediately I had someone reach out and ask why I was making the change when I had just created the account for the podcast.
I could very well have allowed that fear to stall me again. To question my decision. But I didn’t. I simply said, “Yep, I’m figuring this out too and this is part of the evolution of my brand.”
So now -- 30 episodes in -- I’m taking the risk that I might lose followers because of the shift. Maybe they won’t recognize the name and podcast art. And maybe the new direction won’t resonate with them. I’m okay with potentially losing a few audience members for a larger gain over time.
You know what? I don’t always have it figured out. I don’t know if I ever will. Because as business owners things are constantly shifting and changing. And if they aren’t, you’re staying stagnant, playing small. That may feel comfortable. But if you push through the discomfort you’ll end up in places you never thought were possible.