While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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“Whenever you’re acknowledged, I’m just, you know, a girl who just wanted to act. My mentors were way out ahead of me. I just looked to them and got inspiration and hope and, and I just put my focus, my energy, and my love to try to make it happen in my life and for my life.”
She concluded, “So each and every day, I try to remember that first love, and when this happens, I appreciate it.” In honor of Angela's recent achievement, we take a look at her extraordinary career.
Photo by Kevin Winter/Getty Images
Academy Awards
In January 2024, the 66-year-old actress received an honorary Oscar for her esteemed career. This came after being nominated for the prestigious award twice, in 1994 for What's Love Got to Do with Itand in 2023 for Black Panther: Wakanda Forever. During her speech, she reflected on her journey, her love for acting, and praised other Black actresses.
"Thank you, thank you to the Academy and the Board of Governors for this award," she said. "I have considered acting my calling and not just my career. I do this work because I find it meaningful and I hope in some way that it makes a difference and has an impact. To be recognized in this way for what I love doing is truly wonderful and I am beyond grateful."
Critics Choice Award
The mom of two won Best Supporting Actress at the 2023 Critics Choice Awards for her role as Queen Ramonda in Black Panther: Wakanda Forever.
BET Awards
The 9-1-1 actress won Best Actress at the 2023 BET Awards.
Golden Globes
In 2023, Angela received a Golden Globe for Best Performance by an Actress in a Supporting Role in Any Motion Picture for Black Panther: Wakanda Forever. She won her first Golden Globe in 1994 for her starring role in What's Love Got to Do with It.
Photo by Lionel Hahn/Getty Images
Black Girls Rock!
In 2019, Angela was the recipient of the Icon Award for Black Girls Rock! She gave a rousing speech while accepting the award. "My purpose as a Black woman, as an actress, has always been to portray excellence on the screen, to be proud, unapologetic, and without regret," she said.
NAACP Image Awards
The decorated actress has won countless Image awards. In 2020, 2022, and 2023, Angela won Outstanding Actress in a Drama Series for 9-1-1. In 2023, she took home awards for Outstanding Supporting Actress in a Motion Picture for Black Panther: Wakanda Forever and the Entertainer of the Year.
Other films/ series she has Image awards for include What's Love Got to Do with It, How Stella Got Her Groove Back, Black Nativity, Music of the Heart, Ruby's Bucket of Blood, The Score, Malcolm X, Sunshine State, The Rosa Parks Story, and ER.
Screen Actors Guild Awards
Angela took home the award for Outstanding Performance by a Cast in a Motion Picture in Black Panther at the 2019 Screen Actors Guild Awards.
Walk of Fame
Photo by Jean Baptiste Lacroix/WireImage
The legendary received a star on the Hollywood Walk of Fame on March 20, 2008. During the ceremony, she reflected on when she first moved to L.A. to pursue her dreams. “I meant to stay six months, but I stayed. Today, my cup runneth over!” she said in her speech. “I am crying now, I cried yesterday and the day before. … This day is so, so special to me.”
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