8 years ago , I was shown the door after a sterling career of over 20 years . It was not only unexpected but in the words of the sages , undeserved . This would send me on a roller coaster of finding answers in a world where re-branding takes center stage in big brands but not at an individual level .
you have clarity in the messaging of what you want to achieve ? Here the challenges are many . You will be rejected for lack of experience as you justify your capabilities . The world does not easily embrace new brands and customers will only trust you through a period of time .
At this stage you have settled on what you want and what makes you unique . What differentiates you from other people in the business ? Why do you think as a new entrant there is room for you and how do you now separate from your previous brand ?
My journey entailed creating a company which was designed to address a clear need in the market for training and consulting in Customer Experience . I evaluated the challenges which were facing most SMEs in terms of service delivery and engaging with the customer . I named the company East Africa Customer Care Center Limited to ensure there was no doubt about my target market nor the area I was interested in . This was synonymous with my personal brand where I was known for leading brands in creating and sustaining great customer service and experiences .
Setting out as a brand while standing in your own shoes is not an easy journey . I had to capitalize on networks that were in my life prior to ensure that I got a good footing . The barriers for a start-up are many as one is supposed to have a good performance
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8 years ago , I was shown the door after a sterling career of over 20 years . It was not only unexpected but in the words of the sages , undeserved . This would send me on a roller coaster of finding answers in a world where re-branding takes center stage in big brands but not at an individual level .
history and years of experience synonymous with how the youth fail to get jobs as they have no experience .
Fortunately , my networks came through for me and I will never forget my first training experience . Nothing excited me more than seeing that training room with notebooks and bottles of water . I remember how nervous I was as I made the training modules . To say that I did not sleep well the night before I trained the office of the Registrar of Political Parties is an understatement . I would then get my first consultancy at Jamii Telecommunications and these two brands are eternally entrenched in my heart as I recall my personal rebranding journey .
Many ex-employees make the mistake of not disengaging with their romantic brand of the past . This literally makes them loose focus in creating a new brand which may not be as marketable . I remember one of my greatest challenges was in pricing as most people thought I was unaffordable . This was a real challenge . I was also confused about my value as I now was a small brand that had associated with big international brands .
I learnt that I had to use my brand and the company ’ s brand symbiotically . My personal brand carried the experience and expertise while my new baby was my vehicle to execute . Today , I stand tall in both brands knowing that a cheque can be written under my abbreviated brand EACCC Limited while my name can roam and be recognized in associations like Commonwealth Business Women in Kenya where I am the incoming chair .
Why do I tell my story about rebranding post-employment ? This is a reality for all . One day you are rolling in the highest office be it private or public but in the next chapter you are on your own . You can easily be fired or may retire involuntarily . Bask in the glory of the season but keep in mind that you will need to have a personal brand that needs to test the tides and storms of growth .
In 1985 , Steve Jobs was fired from Apple because of frequent scuffles with his CEO John Sculley . Despite forming NEXT , Apple was already a big brand which stood the test of time but would grow exponentially when he went back to fast track it eleven years later .
In the words of Socrates , “ The secret of change is to focus all of your energy , not on fighting the old , but on building the new ”. Rebranding is a journey not an event .
Pauline Warui is the Founder of East Africa Customer Care Centre . You can commune with her on this or related matters via email at : PWarui69 @ gmail . com .