Changing strategies midway is not uncommon for entrepreneurs. In fact, it can be a way to further explore the industry and understand the strengths and weaknesses of your brand or product.
Most entrepreneurs start to pivot when they begin to lose that original spark in their business’s identity or their brand is not aligned anymore with their current goals. Improve your business’ revenue and pursue a new target market by aligning your business with a new strategy. Immediately after pivoting, you’ll soon recognize the importance of rebranding your business.
Rebranding your business will set you apart from your competitors and this will allow you to set new expectations and values that will leave a remarkable impression on your new target audiences. This involves an all-encompassing transformation of your business that will realign to your new vision and goals for the business which is essential for entrepreneurs who continue to cultivate growth and increase their bottom line.
If you’re someone who’s been seeking inspiration to have the courage to try something new for you and your business, this episode might just be for you. I am joined by Teaira Abston, owner of the Dreamcatcher Creative Studio, as we discuss the importance of rebranding after a pivot. She shares the life moments that lead to a successful pivot from working incorporate with a side hustle to becoming a successful full-time entrepreneur.
Thriving Points:
Other resources mentioned:
Get to Know the Guest:
Teaira Abston is the owner of the Dreamcatcher Creative Studio that focuses on branding, web design, and brand identity. She specializes in helping women-led service based entrepreneurs who want to create a cohesive brand online and offline of the entrepreneurial world.
Connect with Teaira:
About the Show:
Women Thriving in Business features candid unscripted conversations with entrepreneurs, business experts, authors, and academics aimed at contributing to business success.
Connect with Nikki:
Changing strategies midway is not uncommon for entrepreneurs. In fact, it can be a way to further explore the industry and understand the strengths and weaknesses of your brand or product.
Most entrepreneurs start to pivot when they begin to lose that original spark in their business’s identity or their brand is not aligned anymore with their current goals. Improve your business’ revenue and pursue a new target market by aligning your business with a new strategy. Immediately after pivoting, you’ll soon recognize the importance of rebranding your business.
Rebranding your business will set you apart from your competitors and this will allow you to set new expectations and values that will leave a remarkable impression on your new target audiences. This involves an all-encompassing transformation of your business that will realign to your new vision and goals for the business which is essential for entrepreneurs who continue to cultivate growth and increase their bottom line.
If you’re someone who’s been seeking inspiration to have the courage to try something new for you and your business, this episode might just be for you. I am joined by Teaira Abston, owner of the Dreamcatcher Creative Studio, as we discuss the importance of rebranding after a pivot. She shares the life moments that lead to a successful pivot from working incorporate with a side hustle to becoming a successful full-time entrepreneur.
Thriving Points:
Other resources mentioned:
Get to Know the Guest:
Teaira Abston is the owner of the Dreamcatcher Creative Studio that focuses on branding, web design, and brand identity. She specializes in helping women-led service based entrepreneurs who want to create a cohesive brand online and offline of the entrepreneurial world.
Connect with Teaira:
About the Show:
Women Thriving in Business features candid unscripted conversations with entrepreneurs, business experts, authors, and academics aimed at contributing to business success.
Connect with Nikki:
Nikki Rogers: Your business is an asset that can support a thriving life. I believe this, and I'm committed to making this a reality for every entrepreneur and business owner who listens to this podcast. The Women Thriving in Business Podcast was created with you in mind, whether you were thinking about entrepreneurship or you're a business veteran, this podcast has inspiration, information, and advice you can use to thrive in business.
Women Thriving in Business features candid, unscripted conversations with entrepreneurs, business experts, authors, and academics who will contribute to your business success. I seek out and talk with business leaders who have built, grown, and thrive in business. My name is Nikki Rogers, transformation coach, author, and the host of the Women Thriving in Business Podcast. I work with women entrepreneurs to develop the mindset, strategies, and connections necessary to thrive in business. Join me and your fellow Thrivers each week on this journey of discovery and success.
Welcome Thrivers to this week's episode of Women Thriving in Business Podcast. My guest today is Teaira Abston who is the creative visionary, and the owner of Dreamcatcher Creative Studio which is based in Northern Virginia. During our talk today, Teaira and I talked a lot about the difference between a brand refresh and rebranding, and why your business may need to actually rebrand in order to attract the clients that you want in order to grow your successful business.
We also talked about how the pandemic led Teaira to pivot her business, and then why some family-changing dynamics actually gave her the motivation in order to pursue full-time entrepreneurship on her own terms. So a bit about Teaira, Teaira specializes in branding and website design. And she helps season service-based womenpreneurs rebrand to create an elevated experience that highlights their individuality while establishing their expertise. By blending her background in corporate America and her inherent artistic abilities, she creates luxury, innovative, and time-honored personal brands. Teaira is a St. Louis native, and she has helped numerous entrepreneurs establish cohesive brand identities that attract and convert ideal customers into dreamy clients.
So if you want to hear more about how you can create those dreamy clients in your business, listen to this episode for some tips on how you can do just that. Let's go.
Welcome Thrivers to this week's episode of Women Thriving in Business Podcast. My guest today is Teaira Abston, who is the owner of Dreamcatcher Creative Studio. So thank you, Teaira, for being here today.
Teaira Abston: Hi Nikki. Thank you for having me.
Nikki Rogers: So Teaira, tell us about your business and also, what got you started on your entrepreneurial journey?
Teaira Abston: So my company, Dreamcatcher Creative Studio was created as a business outside of the pandemic, or as a result of the pandemic. Before I had Dreamcatcher Creative Studio, I was actually in a completely different industry. And I had a stationery business that was focused on weddings and events. So in 2020, like many people, I have pivoted my business to now focus on branding, web design, and brand identity. And I really specialize in helping women lead service-based entrepreneurs. Create a cohesive presence online in the digital space and then offline. So when I refer to online, I'm talking about everything from your website to social media and wherever you should look digitally. And offline, your business cards, your media kit, or anything physical that they may carry around for your business.
Nikki Rogers: So you talked about pivoting during 2020. What did you start on creating your own business, to begin with?
Teaira Abston: I think that for a while, entrepreneurship was in my spirit but I just never really paid attention to it. I thought that you were supposed to do the traditional route of, go to college, get a good job, work in corporate and those were it. And when I actually got into the corporate community and I saw what it was about, I moved around. I tried different positions. I was like, okay, this is not working for me. I'm not really happy regardless of the money that was behind it, because I've managed to be successful and I managed to raise my salary and that kind of thing but I knew I needed something more. But I didn't know what it was until I would say, 2014- 2015 timeframe when I ended up getting married. I had so much fun preparing all the different designs for my invitations, everything like physical that you can give out to your guests, I loved it. So I went to school for design but honestly, I didn't touch anything design-wise for probably four or five years. So that was introducing me back to their world that was very different from what I actually worked in the corporate industry. It was more streamlined, it was more, what's the word? Not really creative. You know what I mean. So even back today, it was what I think opened the door. I just decided to go for it because I got so many compliments and so much feedback from that. I was like, well, let me just see how this goes. And in 2015, I opened the Dreamcatcher stationery business that was focused on wedding invitations, signage, and things that they make for you for your special day.
Nikki Rogers: I love the fact that you had this experience, and it was a great experience. You just went through the process for yourself and then you said, oh, this is a way that I can actually pursue what I'm passionate about and create...
Teaira Abston: Absolutely. I didn't see it coming, I will say that. I did not see it coming. And so when it actually happened, I was like, okay, I'm a little nervous but I'm going to do this. I'm going to see what comes out of it. And lo and behold, like I'm doing something completely different now, but it's still in the design space. It's in the creative space. So we talked a bit before about how you dipped in and out, or ship over a period of time. So can you tell us a bit about some of the things that were going through your head as you were really deciding whether you're going to be a full-time entrepreneur or if this was just going to be your side business? That's good. I really struggled with it because as I mentioned, I thought I was on this one path and then I got to the destination. And I was like, okay. I'm making what I want, what's going on? And when I started the side business at that time, I guess it wasn't really to supplement or take over my full-time job. But as I grew it, as I met more entrepreneurs, as I got immersed in that, okay, I can see this for myself. And then it started having me challenge my mind in regards to like, what made me actually happy? So I'm having all these challenges in the corporate world. I don't have as much flexibility as I like. I felt a little bit invisible in a sense sometimes. All these different things that I've dealt with in the corporate industry that I felt didn't matter as much as an entrepreneur. And then once I decided to go for it, I ended up getting pregnant and started a family literally two months or so after I decided to take that leap. Now, up until that time, I had fully prepared. I saved all this money. I was like, I'm going to do this. I was fully in it. And once I left, it was like, ooh, now you're pregnant. And I'm like, okay, what's next? What's the plan?
Nikki Rogers: It was, expect the unexpected.
Teaira Abston: It was very unexpected. I was like, oh my God, this is a bad thing. It was just shocking. And it was also like, in my oldest plan type of thing. So that made me take a step back. And then in the same year, I ended up having other things that happened like big changes in my life. My father got sick. Suddenly, he ended up passing. And that really puts things into perspective in regards to what I need to be doing, what's going to really make me happy. But in the same sense, I had this taken in my mind of, oh my God, I have to be responsible now that I have a kid that's dependent on me. And so with all of that going, I decided, okay, I'm going to go back to corporate. I'm going to be a responsible adult and make this work regardless. And I went back to work, maybe, I would say the week before COVID hit. I physically went into the bill that I was ready to jump right in. Luckily, I had made some connections that it was an easy transition until COVID came, and everything just changed. It shifted dramatically. And I think at that point, I didn't even know if I was going to continue the side business because I had taken a break to focus on my family and then decide to focus on corporate. So I was in a moment of clarity. Why was I still in that?
And I think with all of that going on, I just knew like, okay, something is still there but let me take some time to figure it out. And it wasn't really until, I would say, summer 2020 that it came back around and God showed me, you should still be doing this but in a different capacity, basically. I would do things for people on the side, often friends that had businesses and they would always ask me questions. They would say, hey, can you do my logo? That kind of thing. But I never really showed that side of me to the world. And it wasn't until I started showing it on social media and that I realized, okay, maybe I got something. And then that's how I grew into this. Now, I'm doing branding. Stationery and the industry weren’t really booming at the moment because of COVID. But on the flip side, everyone was starting businesses because they were home. They had the time. Some people were laid off. So it was a result of that, I would say, that it really pushed me to focus on the net and completely pivot. And so now, I decided, okay, at this point I want to focus on it full time as an entrepreneur. And so I walked away again from corporate America to fully immerse myself in entrepreneurship. And I think this time, I'm more certain about it than I was the first time if that makes sense.
Nikki Rogers: Yes, definitely. You mentioned a lot of different life changes that happen to you, and that's really what led me to start my business. My mother passed away at the end of 2016, and I had already been thinking about transitioning from corporate. But that really puts it in perspective, life is short.
Teaira Abston: Yes, absolutely.
Nikki Rogers: I'm not really doing it over, and what do I want to do? So I think those are our times where we get to assess our lives, whether it'll be having a child or losing a loved one. Those are times where we're like, wait a minute, what am I really doing this for?
Teaira Abston: Yes, absolutely. I think I definitely went through that. Am I wasting my time here? I should be happy living. I should not just be doing this solely because I feel like I have to do it.
Nikki Rogers: Right. There's so much more than money, I say.
Teaira Abston: Absolutely.
Nikki Rogers: You can generate the money by doing what you're passionate about and what you're good at. So can you talk to us here about maybe some of the challenges that you face as you grew one business, pivoted, and now, you're fully immersed in entrepreneurship. What have been some of the challenges that you've had to face?
Teaira Abston: The pivot was challenging at the beginning because I felt like I spent so much time trying to build relationships around that business, and trying to nurture those. And people begin learning for that business. So having to reprogram someone's mind to now look at me this way was challenging. And not knowing whether it would be well received or not. So the little bit of imposter syndrome there, that was being for me at first. And then I realized, I just had to step into it and I just had to be confident, and it will be fine. I realized that a lot of times as entrepreneurs, you change your business. I started looking at other people and I'm like, okay, when I first met her she did this, and now she does that. So I realized that it wasn't uncommon. So I had to just get past that imposter syndrome that I had. And then I had to get past that idea of failure the first time around which was, for me, it was really hard to like, oh my God, I failed last time. But in reality, it wasn't really a failure. It's just how I perceived it to be. I planned for it.
I say I was out there working regularly. It's not that I didn't take anything from him, but he was from a, I don't know, maybe it was from a money perspective or something. I'm like, I failed. It didn't work, that type of thing. But it wasn't a failure. So that was another big thing that I had to push past. And I think that was just like a mindset that a lot of entrepreneurs go through when they haven't done it in the success bar. When they have a dip, they're like, oh my God, this is horrible. I quit, type of thing. So those were the biggest ones, I would say. And then it's just literally staying consistent, and setting the bar to where I know I can stay consistent and not comparing myself to someone else's bar. I had to realize what works in my life may be different than what works for someone else's life. Especially with social media and things like that, I had to be flexible in that way. I may think I'm going to do a lot today, and my baby's sick from daycare, or something like that happened. So those were the three big things that I would say have been challenges in growing in entrepreneurship.
Nikki Rogers: I love that. I was just doing a talk about failures being lessons. We don't always feel that they're lessons at that time.
Teaira Abston: Not at all.
Nikki Rogers: I love that image that you just painted like a dip in your success bar. Nobody wants to see that dip. But what I'm learning is even if you look at your business financials right and you see things that you can explain them. Yep. what I brought up is when you talk about a dip in your success, how do you explain that dip? I tried something new. I took a risk. I think I'm going to put that on my board. You're like, you know, and like, look at the dip it's and be like, okay, what did I learn from this dip? Because I feel like you can always learn from a dip. You're riding high, and you don't see anything.
Teaira Abston: Yes. Literally, this whole thing is just a big risk. That's what I tell myself. Anytime you're taking a risk or doing risky activities like entrepreneurship, you have to expect some bumps in the road regardless of you, planning or thinking that everything is in alignment. No, it's not going to go like that. It's not going to.
Nikki Rogers: I love it. On the flip side, what would you say has been one of your greatest accomplishments that you're most proud of since your time in business?
Teaira Abston: Ooh, my greatest, I would probably have to say, positioning myself as a speaker for the very first time at the SignatureCEO Conference. That was definitely not something that was on my radar initially. And people have told me this in the past like, oh, you should consider coaching or speaking or whatever. But I just never saw myself in that light. So actually, leaning into that and taking that risk once again was something that I'm super proud of just because I felt like it was one more thing that pushed me forward that I could have just shot away from, but I did it anyway. And now I'm like, okay, I can see this for myself. Just because I like sharing my journey and I like helping other entrepreneurs show up professionally, show up with a brand, that is what I love. So if I talk about something that I love, it doesn't even feel like work, if that makes sense. That's probably the biggest thing so far.
Nikki Rogers: Great. You did a great job. And so I'm glad you said yes to that opportunity. I think you definitely have a gift to share. And keep doing it.
Teaira Abston: Thank you. During that presentation, you talked about the difference between brand refresh and rebranding. So can you tell our listeners, what's the difference between those two? Yes. So the reason why I felt like that was important to talk about was because oftentimes, online or social media, on your website, or wherever, I see business owners all the time saying, oh my God, I got a new logo. And that doesn't necessarily say that you went through anything beyond just the visual component of your business. So when you think of a full-blown rebrand, you are considering all these other aspects beyond just the visual component. You're thinking about your positioning in the market, and you're thinking about pricing may be in the market. And you're also thinking about how you're making people feel, the type of services that you may want to offer. So I feel like a rebrand is more all-encompassing, and it's focused more on the messaging, the visuals, and the emotions of your overall brand. Versus a rephrase, maybe, something that's changing up your physical appearance to look a little new. But it's not really taking a full look at your business and how you're showing up.
Nikki Rogers: I think of that now, that you put that in my head, it's like a refresh is just like you change your outfit. A rebrand is like you went on a spiritual journey.
Teaira Abston: A whole transformation.
Nikki Rogers: You've done all the wellness things and you've actually transformed from the inside out.
Teaira Abston: Yes, that's comparison right there.
Nikki Rogers: So, what are the things that really light you up as far as working with your clients? What are some of the things that you've seen your clients be able to achieve as a result of working with you?
Teaira Abston: I think, overall, the biggest thing that I love is just seeing the overall total transformation. When I get clients that go all in and they say, Teaira, I know I need a brand identity. I know I need social media graphics. I know I need stationery. They know that in order to really have a full change in our business and be confident about it, if they need to go through that full transformation and allow me to pick their brand to understand what they're trying to accomplish, not to where they are now but where they're going with their business. And then when it's done, I'm so glad that I did it. And then the type of feedback they get from the audience, some people even say before we're done with the full transformation, they may start showing tippets of their transformation online. They're starting to book more people. Just because people are resonating with them more just based on a lot of the visuals that they're showing, based on their story that they're telling now versus what they did in the past. So I think that total transformation piece is what really gets me, and seeing it all come together with them.
Nikki Rogers: Great. I love it. I love it. What are some of the things that you have coming up, either events or resources that you have available for people to learn more about you or check out your services?
Teaira Abston: So I'm really going through a season of just analyzing and revealing everything as if you're closing out. But I think what is really going to change as far as my service offerings are. I'm going to streamline some of those things and make it just one big package for the brand clients. So that's going to be something new. Really, these are my offerings now, but it's in one package versus having people piecemeal things because what I'm finding is that you don't get that full transformation unless you get it all if that makes sense. So you'll probably see those things changing, but then you also see that I'm coming out with a course. So I don't want to say the date per se, but I'm working on that just because I noticed the gap in, I guess entrepreneurs realizing the difference between what a business is and what a brand is. And since now I'm starting to serve more entrepreneurs and small businesses that are three to five years into their business, I don't want to forget about the newbies because I know what it's like to be a newbie. And so this digital course, it's going to be catered towards them. And just helping them with the strategy piece of their business so that once they come to me, those questions that I'm asking, they can answer and they're ready for the visual component of branding. So that's one big thing that I'm excited about that will probably be coming out in early 2022. And also, just partnerships with people. That's a big thing. I'm really finding that, if it's something that I can't necessarily provide, I like to partner with other people or even get recommendations on who I think they could work with. So I'm really working on partnering with people that have complementary types of expertise. So like copywriters, even photographers, because I'm always guiding people like, you need this type of thing. You need that, that's going to work with your visuals. But what I'm missing is being able to give them that without them having to go off and find it themselves, and hope that it comes together. That's another big thing that I'm trying to get out the door, these partnerships with people.
Nikki Rogers: Great. Love it. So where can people find you if folks want to connect with you and get on the list, so they'll know about all these great things that are happening with you?
Teaira Abston: Yes, absolutely. So I would definitely say go to my digital home first. So dreamcatchercreativestudio.com is my website. However, you can also find me online. I am on Instagram regularly @dreamcatchercreativestudio, that's the handle. I'm also on Facebook, Dreamcatcher Creative Studio. And I am also on LinkedIn. So I've been doing my due diligence to try to show up there more regularly as well. So those are the places where I hang out on a regular basis.
Nikki Rogers: Great. We'll put all of that information on the show notes. So if you want to connect with Teaira, you can. So two questions that I always ask my guests. So one, what are one or two songs that are on your power playlist, and why?
Teaira Abston: Okay. So one has to be, All I Do Is Win by DJ Khaled because that song just gives me so high. It makes me feel like, listen, I can do whatever. It just basically makes me forget about all those things that I was concerned about, all those losses that I had, or those failures, all I do is win. And I think it just shifts my mind. So that is definitely one. I would also say, I can't really pinpoint one song from this artist, but Beyonce. Anything Beyonce. Super upbeat, it makes me feel like I'm a boss. I can do this. And then I would probably have to say, Biggie's Get Money just because I'm a 90s RNB and Rap kind of person. And it's also motivating me to get money. So that's definitely one of the songs that I actually have on my playlist as well.
Nikki Rogers: Great, all great songs. And then the last question is, what is one book that has influenced how you thrive in business?
Teaira Abston: So there are a couple of books. One that I would say that I really enjoyed reading and it came from me watching the shows. So I thought it was part of Shark Tank. I don't know if you're familiar with it. But Daymond John has a book called The Power of Broke, and I ended up reading that. And that book was really, really good for me. And then also, I've been on this journey of just becoming more familiar with money and with business credit, and those types of things so I would definitely say, Profit First, is another one that I really enjoyed. And then the other one, I can't find it right now. But there's another one that's in regards to business credit. So anything that has to do with business credit, all that kind of stuff, it's good. But if I'm not reading, I'm usually listening to a podcast like a business-related kind of podcast just because I'm always on the go. I feel like it's easy for me to pop that on and listen to the car, or if I'm trying to work out or something like that.
Nikki Rogers: Great. So what are your top two favorite podcasts that you listened to?
Teaira Abston: Ooh, so there is one called A Well-Rounded Life, and I actually met Geomyra. I believe I've used it though when I was in the wedding industry. So she ended up turning into a coach, so now she had the podcast surrounded around that. And then another one that I really like is, it's not really related to business, but it keeps me grounded, I would say. It's Therapy For Black Girls. I listen to them more often just because she talks about so many great topics.
Nikki Rogers: Great. Thank you for the recommendations. I've listened to Therapy for Black Girls, but I have not listened to A Well-Rounded Life. So I will add those to my podcast list. I love listening to podcasts. As you said, they're just easy. And I listened to them all day, all night like it was my soundtrack.
Teaira Abston: Yes, me too.
Nikki Rogers: So Teaira, it has been great talking with you today. I am so excited about what you're doing out here in this world and looking forward to seeing what you do next.
Teaira Abston: Thank you so much for having me, Nikki.
Nikki Rogers: Take care. Have a great one.
Thank you for listening to this week's episode of Women Thriving in Business Podcasts. If you like this episode, share it with a friend. You can also join us on social media to share your feedback and comments. We'd love to hear from you. Be sure to like, review and subscribe on iTunes so you never miss an episode. Until next week, keep thriving.