Starting a New Brand

Building a New Brand for English Learners (and Why I Started Again)

Last autumn, I stopped posting content for English learners on the website I started back in 2010.

The reason?

I was going in a different direction with my teaching and wanted to build a new brand that matched this.

I created my first site, JDA English, to promote my online lessons. When a learner landed on JDA English, the one thing I wanted them to do was to sign up for a trial lesson.

However, 2014 was the year I made the transition away from one-to-one lessons into selling online courses and group lessons.

And this is where To Fluency was born.

In this post, I’m going to talk about how things have progressed but, firstly, I want to go through the naming process.

Naming the New Website

One of the biggest reasons why I started a new brand was because I wanted a name that better fit my vision.

The name of my original site came from my initials. Although I wasn’t thrilled about it, I went with JDA English because I wanted to put focus on me as a teacher.

But with the change of direction, I felt I needed something new to get excited about, and that is why I made a fresh start.

There is a history behind the name To Fluency that I haven’t talked about before. In 2008, my wife and I started work on a website where language teachers and learners could meet, and we called it To Fluency. Teachers would be able to post a profile, set their prices, and have learners sign up with them. The lessons would take place in a virtual classroom hosted on the site.

The website never got completed – although, it came pretty close – and I let the domain name go, only to buy it again last year.

I feel the name helps get the message across that learning English is about the journey, and that there are certain things that learners should do on this journey to fluency (more on this later).

One thing to note is that it doesn’t have English in the domain. Having this would have been preferable but it wasn’t a big enough issue for me.

Making the Transition

In many ways, creating this new website was like starting all over again.

For example, I had to create new social media pages and a new YouTube channel. For anyone who has tried to build these profiles, you will know that it takes a bit of time and consistency.

If I had over 10,000 subscribers on YouTube, I would have thought twice about making the change. But when I started the new site, I had 1,000, and although I knew it would be a lot of work, I decided to go for it.

There were many things that made this transition easier. This includes:

– having my old social media profiles to share posts from To Fluency
– having over 5,000 learners subscribed to my email list
– having good traffic to my old site that I could redirect to my new one

Looking back, I made a couple of mistakes when making the transition.

Firstly, I lost a bit of momentum in the months leading up to the launch of the new site. There were times when I didn’t send out an email to those on my list for a few weeks. And secondly, I didn’t build up any excitement before launching.

Because of this, my email open rates dropped, and it has taken a few months to build them back up again.

But having an email list has allowed me to bring over followers from my old site to my new one, and this is another reason why prioritizing email is important.

My Goals for To Fluency and a Quick Update

To Fluency is all about helping English learners make fast progress to fluency in a way that is fun and sustainable over the long-term. I talk about learning methods, motivation, goal setting, and getting into the habit of learning English.

Over the past seven years of teaching, I have learned that lessons can only get a learner so far, and more needs to be done outside of the classroom. Those who make progress are the ones who use English on a daily basis and make English part of their lives.

The feedback I have received from my videos has been really positive, and I’m excited about seeing how far I can take it.

From a business standpoint, income comes from the To Fluency Program (an online course) and although not substantial right now, YouTube advertising.

In my yearly review post, I talked more about my goals and what I want to achieve with this brand, including:

– building my audience
– selling more courses
– posting on a consistent basis

Things have started strongly in all three of the above areas.

I’ve put a lot of focus on YouTube and videos in general. Video marketing is getting more important and powerful each year, and I have a structure so that I can crank out videos on a consistent basis.

I’ve just hit 650 subscribers on YouTube, with 90 coming in the last week alone. I’m really pleased with this, especially because I only started posting videos on a consistent basis in January of this year. My new goal is to hit 10,000 by the end of the year.

At first, it can feel like you’re doing a lot of work (new videos, social media posting etc.) without gaining any momentum. But if you stick at it, things start to click, and that is what I’m seeing now.

Additionally, I’m putting my efforts into areas that are working (80/20 principle). Therefore, I’m concentrating on three social networks while keeping the others ticking over, going all in on video, and spending time communicating with my audience through email and elsewhere.

Over to You

Having a substantial email list gave me a head start with this new adventure, but as I mentioned, it was like starting again with YouTube and social media.

I’m starting to see everything come together, and momentum is building. The ride has been enjoyable so far, and I’m looking forward to building my brand over the coming months and years.

Are you building a brand at the moment? If so, share your experiences in the comment section below.

And if you haven’t done already, click here to get your free guide to the tools and resources you need to teach English online.

Thanks for reading!

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