Rebranding is an intricate process and very important to the success of businesses that want to change. However, before a business owner makes this decision, they should determine whether it's a rebrand or an evolution.
That's where people like Lola Adewuya come in. Lola is the founder and CEO of The Brand Doula, a brand development studio with a multidisciplinary approach to branding, social media, marketing, and design.
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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RELATED
Her captivating command of the pole left many of us intrigued, perhaps even tempted, to explore pole dancing ourselves after witnessing the mesmerizing performances at Mercedes Sunday. But it wasn’t just her physical prowess that kept us hooked. Mercedes is a character of depth—empowering, complex, relatable, and deeply human.
These are qualities that Brandee embodies both on and off the screen.
(L-R) Marque Richardson and Brandee Evans on 'UnPrisoned' Season 2
Courtesy: Hulu
A Memphis native, Brandee is no stranger to dance. She boasts an impressive career as a choreographer, having worked with renowned artists like Katy Perry, Monica, Ke$ha, and Ledisi. But while it has been a significant part of her journey, Brandee has her sights set on more—expanding her acting career beyond dance-inclusive roles. This ambition nearly led her to pass on the opportunity to appear alongside Kerry Washington in Hulu’s UnPrisoned, where she plays Ava, Mal's (Marque Richardson) new girlfriend.
“When Kerry Washington slid into my DMs, I nearly said no,” Brandee revealed with a laugh. “She mentioned pole dancing, and I told myself and my team that once I was done with Mercedes, I wasn’t going to do that again.” Fortunately, Washington assured her that the role would be vastly different, leading to what Brandee described as an invaluable masterclass in comedy under the guidance of Washington herself.
“Kerry is a force of nature,” Brandee reflected. “She’s everything you’d hope she’d be—strong, compassionate, and incredibly talented. Working with her was like a masterclass in acting.” This opportunity was no mere stroke of luck; it was something Brandee had manifested years earlier. But make no mistake–she credits her faith and praying hands for her success. “I’m praying, you know what I mean? I’m asking God for what I want and working for it too,” she said.
"When Kerry Washington slid into my DMs, I nearly said no."
(L-R) Brandee Evans, Kerry Washington, and Marque Richardson on 'UnPrisoned' Season 2
Courtesy: Hulu
This role marked Brandee’s first foray into comedy, and while she was eager to embrace the challenge, she found herself in the hands of an incredible mentor. “Kerry was always so kind in her critiques,” Brandee noted. “She’s not a diva by any means. She knows exactly what she wants, but she’s gentle and encouraging in bringing it out of you. That’s something I’ve taken with me to other sets—I want to lead with the same kindness and openness that Kerry showed me. It’s a lesson I’ll carry for the rest of my life.”
Brandee speaks with profound respect and gratitude for her peers and fellow actresses as many have shown her genuine sisterhood and support in an industry often notorious for its competitiveness. “Danielle Brooks sent me a prayer the other day, and I was just so touched. Those are the moments that people don’t see,” she shared. “I call Sheryll Lee Ralph my fairy godmother, and Loretta Devine is like my auntie. Being able to pick up the phone and seek advice from these incredible women is a true blessing.”
And she pays it forward.
Brandee Evans
Courtesy: Hulu
But her commitment to supporting others extends far beyond her career. As an advocate for health and wellness, she empowers women to prioritize their well-being. “Azaria [Carter], who plays my daughter on P-Valley, mentioned wanting to start a weight loss journey and get more fit. I told her, ‘Well, let’s work out together,’” Brandee recounted. But her dedication to healthy living goes beyond physical fitness, encompassing a holistic approach to wellness. “When she came to my house and tried to microwave something in plastic, I said, ‘Let’s use glass instead. At 20, I wasn’t thinking about that, but let me share some tips now so you’re not battling fibroids in your 30s.’”
Because she was.
While filming the first season of P-Valley, Brandee faced enormous stress—not only as a caregiver for her mother, who was diagnosed with multiple sclerosis, but also due to the physical demands of the role. Yet the impact on her body was far greater than she expected. “I was literally on my cycle every day while playing a stripper, which is far from ideal,” Brandee revealed. It was Harriet D. Foy, who plays her mother, who urged her to get checked for fibroids.
"I was literally on my cycle every day while playing a stripper, which is far from ideal."
Brandee Evans graces the 2024 ESSENCE Black Women In Hollywood Awards Ceremony.
Arnold Turner/Getty Images for ESSENCE
The statistics are staggering—80% of Black women develop abnormal uterine growths by age 50, making them more likely to suffer from fibroids than any other racial group. But like many, Brandee was initially unaware of these growths and their debilitating effects, and the prospect of surgery was daunting. “I was scheduled to have a myomectomy on my birthday, but I thought about what it would mean for my career. How am I going to climb the pole? The healing process is similar to a C-section.” Determined to avoid surgery, she committed to healing herself naturally.
After a deep dive, she sought treatment at The Herb Shop of Vinings in Atlanta, which ultimately led to a remarkable recovery. “This man saves lives. His name is Jeff, and I call him my doctor.” Brandee shared. “I started detoxing my body with herbs and following his program. During my follow-up with the gynecologist, they said, ‘We don’t know what you’re doing, but your fibroids are shrinking.’”
Emerging on the other side of this journey not only fibroid-free but with a regulated cycle and a renewed outlook on life, Brandee is now focused on sharing her story and advocating for women’s health. “I know y’all want to hear about P-Valley, but I want to talk about regulating your period,” she said with a laugh.
Of course, she didn’t leave fans hanging when it came to what to expect in the upcoming season. “It is worth the wait. The world is about to go crazy. Oh, the world is about to lose it,” Brandee teased. “Y’all might be mad at us right now, but baby, it’s going to be worth it.”
All episodes of Season 2 of UnPrisoned are now streaming on Hulu.
Featured image courtesy of Hulu
Now, while it’s another message for another time that if this type of sex-related craving feels impulsive or out of one’s control, it could be a sign of someone who is leaning into some level of sex addiction; however, that is not what we’re going to unpack today. Today, we’re going to look into what could be going on with you if it seems like, lately, you’ve been having a greater desire for sex, and you can’t quite pinpoint why.
Because, just like, say, a craving for a particular type of food oftentimes reveals something that is going on with you physically or mentally — sex cravings tend to bring certain things to light in those same areas, too.
Let’s dig in…
Hormonal Shifts
GiphyAlthough I don’t have social media accounts, I do tiptoe out there to see what’s going on — and boy, do I roll my eyes whenever I hear folks act like being over 40 is old. SMDH. It’s especially annoying when I hear about it in the context of sex because, believe it or not, there are a lot of late perimenopausal and menopausal women who are “gettin’ theirs” more than some of these 20 and 30-year-olds are (just ask them).
One reason is that the fear of experiencing an unplanned pregnancy, for many, is now in their rearview mirror. Another is because some are taking a form of hormone therapy to treat the changes that their system is going through — and when you’re getting more estrogen, progesterone, and/or testosterone into your body (in order to level things out) — HUNNAY.
For other women, even consuming phytoestrogens (plant-based estrogen) like peaches, garlic, berries, spinach, and cabbage can make them want sex more than when those aren’t a part of their diet. Bottom line here, a shift in your sexual hormones can definitely cause you to desire sex more than you have before (or have in a while).
Ovulation
GiphyBack when I was a teen mom director for the local chapter of a national non-profit, something that I used to tell “my daughters” all of the time is when you know that you’re ovulating, that’s when you need to be hypervigilant about using wisdom when it comes to the sex-related decisions that you make. I’m thinking that most of you get why: your body was designed to feel its horniest when you’re able to get pregnant — and that is during your time of ovulation.
That’s why it really is a good idea to keep up with your cycle and, if a baby is not something that is on your priority list right now, you either avoid having sex during that time of the month or make sure to use some form of birth control. Chile, even women with low libidos can find themselves wanting to hang off of a chandelier or two when they are ovulating. It’s nature’s way.
A Healthy Diet
GiphyIf you happen to be someone with a sluggish sex drive and you know that you spend most of your time in a drive-thru, there is probably a direct correlation there. No joke. There is plenty of research out in cyberspace to support the fact that a wack diet and low sex drive have a lot in common. While processed foods and unhealthy fats can throw your (sex) hormones off, foods that are filled with zinc, vitamins B12 and D, and iron can ramp up your desire for intimacy.
This is why many people who decide to make a lifestyle change as far as their eating habits are concerned are oftentimes surprised by how much sex is on their minds and how much easier it is for them to orgasm because of it. While a part of it can be due to a boost in their sexual confidence, a lot of it has to do with consuming foods that will literally feed their libido (in a healthy way).
More Exercise
GiphyPlainly put, exercise makes you hornier. Not only does it boost your testosterone levels, (consistently) working out also lowers your stress levels and gives you a boost in the self-esteem department. On top of that, exercise makes you more flexible, builds up endurance, and increases blood circulation which can turn around and intensify your climaxes as a direct result. In fact, this is oftentimes why people will want to have sex right after a workout session.
While we’re here, let me also share that too much of a good thing can end up being counterproductive. What I mean by that is, that although it is wise to exercise on a regular basis, make sure to not overdo it. Something known as overtraining syndrome can result in fatigue, insomnia, and irritability; no one can really have amazing sex when all of that is going on.
Being a Certain Age
GiphyWhile it used to be said that the sexual peak for men is in their teens and for women, it’s in their 30s (some believe it’s because after 35, it’s more challenging for women to get pregnant and so our biological clock plays a role in it all), some research believes that coming to that conclusion isn’t fair because aging affects people differently. For instance, while on one hand, people in their 40s tend to see a dip in their sex hormones, as we’ve already discussed, hormone therapy (for both men and women) can level some of those issues out, if not increase some people’s sex drives altogether.
Adding to that, it should also go on record that some studies indicate that women between the ages of 27-45 actually have a stronger desire — or craving — for sex than women between the ages of 18-26. So honestly, there goes the myth that being younger (automatically) means that you’re hornier. #Elmoshrug
Certain Medications
GiphyIf you used to have a higher sex drive and you’re currently on an antidepressant, that could be why your desire for copulation has decreased. Some studies say that as much as 40 percent of people who are on these types of medication end up having a lower libido (by the way, antihistamines and beta-blockers can have this effect, too).
On the other hand, if you’ve been taking a prescribed drug to increase your sex drive (perhaps like Vyleesi or Addyi), then it would make sense that you may have an increased libido level. Other meds that may have a similar effect include birth control pills (since they alter your hormones), medications that help to treat Parkinson’s disease, along with dopamine-related drugs.
Less Stress
GiphyIf, on the days when you don’t seem to have a care in the world, you also desire sex more than usual, that’s not a coincidence either. Thing is, when you’re all stressed out, that can cause the stress hormone known as cortisol to work overtime and, when that happens, that can end up suppressing your sex hormones which can deplete you of sexual urges. Ironically, there is a flip side to this because when you engage in sexual activity, that actually elevates feel-good (and bonding) hormones like dopamine, oxytocin, and endorphins, which can also de-stress you.
So basically, if you’re craving sex, you probably aren’t very stressed out (right now), and if you want to stop being stressed out, you probably should have some sex (some protected sex, if you don’t want to be stressed later up the road…if you know what I mean).
Having an Amazing Sex Life
GiphyTo me, this one right here should be a given because when something is both good to and for you, why wouldn’t you want more of it? So yeah, if you have a great sex life with someone, it’s common sense that you’d want to engage in that act with them as much as possible. Hey, not to mention the fact that orgasms activate your brain in a way similar to a drug high does.
So, if while reading this, you’re thinking about sexting your bae to make arrangements to — eh hem — satisfy your craving, I say go for it! To “greatly want” to connect with your partner in order to have some fulfilling and satisfying sex? What in the world could possibly be wrong with that?! Not a damn thing.
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