A Mighty Rebrand
Godspeed: good fortune; success (used as a wish to a person starting on a journey, a new venture, etc.)
An interview with Kim Allchurch-Flick of Mighty Measure
I've known Kim Allchurch-Flick for a long time. We co-presented at a B Local gathering in Portland, Oregon, a few years back, and I've always admired her vision for how better business can transform the world – and her purpose of helping others achieve that aim.
We also both share a love of nature, and have spent a lot of time talking about growing things, mainly gardening and farming, as well as Kim's ambitious "rewilding" project she's undertaking on an acreage in southwest Washington state. You should ask her about it sometime.
Kim recently rebranded her impact consulting practice, from Mighty Epiphyte to Mighty Measure. Social impact branding guy that I am, I wanted to know the "why" of it – and thought her process would make for an interesting interview. So let's get "mighty," shall we?
Godspeed, friends.
Russ
What’s the meaning of "Mighty Epiphyte,” and what did it represent about your original vision?
I was a biology major first, which led me to corporate work where I learned a lot about business. The love of biology never left, and I love plants. Epiphytes are orchids, bromeliads that live in trees, have air roots. I created Mighty Epiphyte as a metaphor – that businesses are like epiphytes, their founders are creating something fragile, beautiful, and important, and they need a strong ecosystem and support. There’s a lot of collaboration.
What did you feel you were leaving behind when you let it go?
I’m lucky I get to see epiphytes almost every day. I’m leaving behind the discomfort of people trying to spell and pronounce “epiphyte.”
Tell us about the moment of “aha” when you realized it was time for a rebrand.
I started admiring brands with one to three syllables. Mighty Epiphyte had five. That and the constant spelling of the email and the name.
What problem, or opportunity, did the rebrand address?
Something easier to remember, easier to spell, a fresh face to clients and future clients, partners and the work itself.
There are a lot of flavors of rebrand, many focusing on graphic identity. You went all-in with a name change – or at the least, a big evolution of the previous brand name. Was this a strategic pivot?
It was strategic – I worked with Eleazar Ruiz. We didn’t start with a name idea; we went through sprints of words to hone in on a name as a cause. Then the images. At first, we landed on Good Measure which included a board vote, but alas, that was already trademark pending. We then looked at True Measure, but alas, that was already registered in Oregon. So, I called the board back and, with exasperation and a bit of caution, asked for ideas. They loved Mighty in the first place, so we tested the trademark and the state and the third time was a charm. I wanted 3 syllables, but I’m very happy with the recognition of Mighty Measure.
What does the word “mighty” mean to you personally – not as a brand word, but as an aspiration?
This goes back to nature. I am around trees and birds. It takes a lot to be in nature and I think so much is mighty in terms of strength, resilience, diversity, possibility. I see might as a good term for strength and possibility. In the beginning, Mighty Epiphyte had a cadence in my brain like the film “Mighty Aphrodite,” that was a part of it, a sing/song rhythm. Mighty is a word of possibility, authenticity and what I see in businesses, in founders, in communities.
How would you describe your rebranding process – and who was your partner for bringing it to life?
Eleazar does not work in a way that would be, for instance, someone coming in and saying “I want to change the name brand to ………” He didn’t allow that. He’s some kind of genius – he pushed me past norms to be bold. The way he uses notion is amazing and somewhat dizzying, but the process of elimination is fascinating. I was an MBA Marketing Major and I really enjoyed the process.
The new color palette is fairly bold, whereas if I remember correctly, the old one was more muted, much softer. How did you want your brand personality to shift with the rebrand?
I think I was ready for bold. I could have chosen mild, medium, or spicy colors and landed on medium for the bold colors in nature. Eleazar created 2 logos and some other images. I pulled the board in and my supporter for marketing, Meg Brunson.
I had pretty good SEO and have great clients. This is a new era, there are many people who do what I do, so this is a way to stand out and stand with.
Since you’re now fully in the measurement camp, what were the measurable objectives for the rebrand?
Greater recognition and conversations that start with human interaction beyond spelling and pronunciation.
What has the response been to the rebrand?
Really great! I’m beyond surprised and overjoyed. I had a blast designing my business cards. People comment on it without being asked.
Based on your experience as a client, what are three things you’d recommend to anyone considering a rebrand?
A rebrand doesn’t replace the marketing of the work and the offerings. It can set a person back unless there’s a lot of repetition and reminders. It can be a way to get lost. When I was teaching, I had a marketing class that included marketing brand and rebrand failures. Rather hilarious and sad at the same time. It’s work to rebrand, so run it past a lot of people. Remember it isn’t about what you want; it's about what resonates with the audience.
Rock, paper, or scissors?
Oh my, I’ve deliberated on all 3 and choose SCISSORS to cut through the noise!
🤔 Think About It
“The difference between genius and stupidity is that genius has its limits.” Albert Einstein.
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