Once your brand has passed the caterpillar stage of being stuck and it’s not sure of the best way forward, it is time for some serious evolution! This begins by defining your core values.

Take the time to assess, evaluate and examine the unique elements of your brand that will transform it into a beautiful butterfly. There is no rushing and skipping the cocoon phase. Think and reflect — what makes you and your business special? Try to go beyond the obvious to get to “a new obvious”. Ask others what they think and listen to what they have to say. The answers may surprise and even enlighten you.

Perhaps using self-evaluation tools will help get to the root of who you are and what you do. No doubt, this is not always an easy process. We become so used to who we think we are and what we think we do, that it can be difficult to see past these preconceived notions. But soar beyond the obvious you must, because that is where the sizzle is that will set your brand apart from the rest.

Shape a dream into a reality by defining clear goals. After allowing the proper time for self-reflection and determining the best, unique you, make sure that your goals are realistic and sustainable. Be clear and defined. Don’t let things just happen anymore and don’t be fuzzy — that’s for caterpillars! Let the spark and sizzle of your ideas inspire and invigorate your brand. Take charge now and make it happen!

Honing your core values and unique story into a sharp, clear, concise message will take you to that next level of brand evolution and growth. No more waiting on a branch searching for that next leaf to eat! Plan your metamorphosis into a dynamic brand by:

•  Defining your core values
•  Finessing a dream
•  Creating your message

Next? Become a butterfly.

Stuck. This is the caterpillar — slow, fuzzy and… stuck! As in a crawling-around-a-branch-all-day kind of stuck. Let’s face it… being a caterpillar is not very exciting. It also won’t create the awareness you need for your brand or business.

So, how does one get unstuck and evolve past this sorry state?

First, stop for a second. Listen and focus. All the answers are there. You may think you are just another typical business owner with just another product or service to offer just like everybody else, but that will never bring the attention you crave. Why would it? You are thinking just like everybody else!

Think: what is it you are really offering people? Is it financial security so that people can buy that vacation home or start that pipe dream of a business? Is it beauty so that people can feel secure and be who they really are, allowing them to be the best they can be? Or is it a series of seminars, thereby imparting knowledge and maybe even inspiring others to achieve new things they didn’t know how to do before they met you?

Discovering who you truly are and the wonderful impact you have on the world, will give you all you need to craft a message that resonates and gets you out of the caterpillar stage. This will take time, effort and careful planning but everything worthwhile in life does. This is not the place to rush and go with something half-baked — don’t fall into the trap of doing something “good enough”, thinking that you will just change it down the road. That never works, because you will soon have so many materials and online pages that it will be a major inconvenience (and expense!) to change it all later. And you will be stuck with a brand image you can’t stand. Do it right the first time!

By the way, this is exciting! Don’t rush the process. This is the heart of your new brand and is where you lay the groundwork for all that comes later. Your powerful, new brand will focus all your business efforts like a laser beam exactly where they should be — on the target and with the clarity of message you need.

Before there is a brand, there is a spark; an idea; a twinkle in an eye somewhere. Capture and harness this, so your brand can zip out of the caterpillar stage and metamorphosis into a full-blown butterfly!