Launch day is here, and we’re pretty delighted to share with you our new brand identity, right here, right now.
We have evolved considerably since we started and it’s been an amazing growth journey. Officially from today, 9th January 2023 Behind the Brands will be known as Emersyn. (pron. em-er-sin)
Emersyn means brave and powerful and is a gender neutral name.
The second “E” of our logo, which is technically an icon, represents equality and the steps we still need to climb.
Our rebrand has been 6 months in the making. And it has not been smooth sailing. Most of those 6 months were trying to come up with a new name that reflects our vision and our focus areas. It wasn’t something we jumped into and we had solid reasons for actually rebranding and having to go through this process.
These are the two main reasons why we needed to rebrand:
- Behind the Brands began as a blog that published articles on women in business or the women behind the brand. The company has evolved and with our direction and focus I felt the name didn’t suit anymore.
- And the big one is that we have been unable to trademark Behind the Brands. We’ve tried unsuccessfully over four years to do so and quite frankly it’s just wasted time and money.
So what’s changing beside our name and logo?
Our value proposition and messaging has changed slightly.
An acceleration platform advancing female founders and building capability, as they launch, build and scale. Leveraging education, community, mentors, advisors and support.
We’re pushing more into the innovation space and focusing on female founders and female entrepreneurs that have the goal of building a high growth, profitable business in a sustainable way.
The membership platform is getting a massive overhaul. It’s going to be less “membershipy” (new word?!) and more a digital education platform.
What’s not changing…
Our overall vision (even though the wording has had a refresh), our drive for change, commitment to creating a more visible network of impactful female founders and building capability so you have the opportunity to reach your full economic potential.
The problem we’re solving unfortunately hasn’t changed.
What 2023 will look like
We will be collaborating more with our partners, getting back to hosting events, launching some of our cohort programs online, opening you up to more innovation and expanding our mentor and operational advisor network globally.
We’ve refined our buyer personas, including creating an anti persona, worked with a branding expert on our messaging and have had a tonne of strategy meetings.
And we’re going to be super frank. We don’t agree with the traditional “silicon valley” style accelerators, we don’t promote the hustle culture of blitzscaling, we can’t stand the so called “gurus” (taken from our friend Mia Fileman of Campaign Del Mar), we are definitely not business coaches and we don’t do any coaching, nor are we a networking group.
We’ve never subscribed to the terms girlboss, babe, queen…aren’t we done with that “cutesy” crap yet?
So what the heck are we then?
We are proving all the ingredients to ensure our founders build great companies. We look at this as developing their founder DNA.
We move founders through a sequential series of building stages, lead them through our programs that are unique and tailored, give them access to exceptional business mentors that are all entrepreneurs and have had some serious success, practical skills and training led by our industry experts that are well known in their field and have years of operational experience and give them access to our wider network.
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We’re unashamedly ambitious in the pursuit of our goals and those of our studio of founders.
I am EMERSYN. You are EMERSYN.
We’re ready for this. I’m ready for this.
Megan
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We Are Emersyn uses an inclusive definition “female” and “women” and we welcome trans people, women, genderqueer women, and non-binary people who identify, have identified, or have been identified as female, women, or non-binary.