Behind the (re)Brand: How Sableau Was Born
You may have noticed things look a little different around here.
I chose to silently shift into this rebrand, minus bells and whistles or announcements. It’s what felt natural and right.
Many of you can probably relate to having your own business needs on the back burner for far too long. And in my case, the website, name, and messaging were simply no longer reflecting my brand and where it’s going.
But I didn’t want to slip this under the door without at least some acknowledgment and backstory. Enter — today’s post.
Something was simmering
Over the past year plus, I’ve had the honor of partnering with some truly incredible small businesses — writing resonant messages, valuable content, and other projects I never saw coming (like two impact brochures, which frankly, I didn’t even know were a thing!).
Last Fall, the future was still ambiguous. I was stepping into the unknown of running my own copywriting business, forming new connections, learning, and exploring avenues. I wanted to see where things would go.
Through the client partnerships that formed and the wonderful variety of projects I took on, I started to gain clarity. My strengths, interests, and favorites took shape.
Not only that, but I grew a deeper understanding of what small businesses actually need, what’s valuable to them, and how to communicate where I can help.
Stepping into the story
I knew it was time to create a more recognizable and professional ‘face’ for my business, starting with my own brand messaging. I’d worked with other people on their goals, values, mission, and the intersection of those elements with their audience perspective, but I hadn’t done it for my own business. It was time.
What started with brand messaging turned into a renaming and, ultimately, a new website.
Finessing messages
How you describe your business impacts public perceptions, yes, but it also affects your decision-making.
When I wrestled with things like a tagline, positioning statement, and mission, I knew I was going to need some help besides sifting through my motley reflections and journal entries. It needed to go beyond introspection.
So I turned to research. Having casually followed several other studios for some time, I now carefully analyzed their strengths, tones, and visual IDs. From there, I moved to my audience. With both my personal experiences and online research, I developed a deeper understanding of their priorities, fears, and needs.
This exploration led to revelations about how the particular mish-mash of my strengths, priorities, and experiences can bring unique value to businesses in search of creative storytelling, research-based strategy, and grounded messaging.
Inside the name
I confess, this was the hardest part. Naming my brand something that had a good mouthfeel (which is a word that has terrible mouthfeel), and that connects to my vision and value was tough.
You know how the name Sableau first presented itself? It was the color. Bleu (French).
Blue makes me feel calm and grounded. It reminds me of two of my favorite things, which also bring calm and grounding, plus a dose of adventure. The ocean and sky.
It felt too cliche to go directly to the natural, and name the brand something like Sand and Water (which sable and eau mean in French). Or to call it Earth and Ocean. You get it.
But there was another meaning. I loved the name Tableau. As in a picture, scene, or arrangement. But that was already taken ;)
So I landed on Sableau. The meeting of calm, grounded, clean, fluid, timeless, sculpting, and adventure.
What’s next
With this rebrand, I hope to connect with more businesses that could use a creative partner and experienced writer who values the unique nature and importance of what they do. I’m excited to continue seeing the special power of story play out by grounding businesses in effective communication and authentic connection.
I’ve honed in on some amazing offers built on my strengths and experience, and I’m thrilled to come alongside your brand in any way words can.
Joyfully,