I remember creating the brand for Sohuis like it was yesterday.
My husband and I were driving to breakfast with my oldest daughter, who was a brand new baby at the time, and I was itching to embark on my 2nd entrepreneurial journey. My first jump into entrepreneurship was rather unconventional (I share that entire story here), and now that I had made my way through the maze and learned a few things, I wanted to make sure that I built my second company on my own terms.
Where it all started
When I set out to launch my 2nd business back in 2016, I was craving a creative outlet that would allow me to redefine motherhood and entrepreneurship in my own way. Being a new mom, I suddenly found myself grasping for time and purpose in a different way than I had before.
Like most new businesses, I didn’t have the entire plan figured out – and in perfect lean fashion – I didn’t want to spend my already limited time creating a business with no viability or purpose. All I knew, at that time, was that I didn’t want to build another agency or a generalized consultancy. I loved helping women bring their brands to life, and I had a knack for creating educational content – so I set off to find a way to deliver education to women. I had no real plan, no business model, just a desire to live my life by my own rules and educate women on topics that I loved.
As I’m nursing my daughter on our way to breakfast, I started to ideate on the name of my future new business. Ultimately, I landed on the name Sohuis for a variety of different reasons. The “so” in Sohuis represented social enterprise – in that I wanted to work with mission-focused brands and ensure a giveback model was baked into the business. That’s why our giving back model is, and has always been, a core piece of the brand.
The “huis” is in reference to my last name, Korthuis (which, fun fact: means short home in Dutch).
In all honesty – Sohuis was short, the domain name was available, and it was close to my heart – all the things that I needed at the time.
Fast forward almost 5 years later…
Sohuis has evolved into something I never could have predicted. What started as a company with one person and one course has evolved into a leading educational platform rich with educational programming and opportunities to teach and empower female founders.
I remember starting the company and just praying someone would email me.
Now, my inbox is flooded with partnership opportunities, member requests, content collaborations, team emails, and so much more. We have impacted over 2,000 founders with our classes and programs to help them launch and bring their products/services to market. Collectively, our community has raised over 75K+ in crowdfunding dollars through our partnership with IFundwomen to help them bootstrap and get off the ground. We’ve welcomed founders from all over the United States and Canada, Brazil, Italy, the U.K., and many other countries.
We are, in fact, a relatively small community in comparison to others, and we plan on keeping it that way to ensure our founders feel heard and supported.
And as we’ve evolved, our impact and mission have grown deeper every single year in that we continue to attempt to deliver the best marketing education and program experience for our community. We continue to be steadfast in our mission to enable female entrepreneurs to live their lives by their own rules. To build meaningful businesses that bring them joy, wealth, and happiness. Simply, to create businesses that they love.
So, why rebrand?
I met our new cofounder, Mari.
I’ve seen many teams crash and burn because of leadership misalignment over the years. However, sometimes when the stars align just right, someone crosses your path that has a profound impact on your course of events. Mari was that person for me. After co-founding my first business and the partnership being very successful, I knew the benefits of having the right cofounder, and I always felt in my gut that one day Sohuis might have one.
When we decided to formalize our partnership in early 2021, I approached her with the idea to rebrand and she literally gasped. I believe her exact words were, “What?! Why?? I love our brand.”
In which case I responded something like, “As do I. But I really think it’s time for Sohuis to evolve into the brand it’s meant to be in order to create the legacy we want to build.”
You see, Sohuis was my thing – my creative outlet – for when I needed it the most. I will forever be grateful to what I created with Sohuis and how much joy and purpose it gave to my career. As we’ve grown, I no longer feel that same need for connection and purpose as I did before. My purpose has evolved into something greater than myself, and as we collaborated with more partners and female founders, I started to see where Sohuis (as the brand name) had its shortcomings.
Firstly, it’s hard to say and hard to spell (branding 101). In my defense! The company looked a lot different when I originally branded it, as you now know. 😂 It doesn’t reflect what we do or the community we’re creating. It was solely tied to me as the founder, and lastly, the name didn’t position us as a true global leader in this space.
For all of these reasons, this is why we decided to change the name to Her Brand & Co.
Branding and Marketing Education is at the core of everything that we do, and we exist to serve and support female founders. The “Co.” represents our collective of diverse founders (like you!), mentors, community advisors, and partners. And we wanted our platform to be identifiable and synonymous with the value that we are creating and the legacy that we are building.
We’re aware how bold this mission is, and we are here for it.
Her Brand & Co. perfectly fits what’s next for us as a community in 2022 and beyond, and we are so excited to see this next stage of our growth unfold. So, with all that said, the time has officially come to reveal our new brand, and we could not be more excited to share it with you!
Below are some delicious brand assets we created that showcase our new logo designs, color palettes, and brand voice.
Isn’t she gorgeous!?
I also need to give a HUGE shoutout to our designer, Morgan Summers, Founder of Uh Beautiful MES. She is an incredible typographer who custom drew and vectorized our logo, muralist, and all around amazing womanpreneur. We are eternally grateful for our collaboration and partnership to bring this new brand to life.
There’s going to be a lot more where this came from, as we are launching multiple sub-rebrands and educational programs. We also have a top-secret podcast in the works that we’ve been working on, which is dedicated to celebrating the many ‘failures,’ ups and downs that are inevitable with entrepreneurship.
From the bottom of my heart, thank you for being here. Whether you’ve been here since the early days of Sohuis, or you’re new to Her Brand & Co., thank you for being a part of our journey.
Onward and upward,
Co-founder & CEO, HB&C
AUTHOR, JESSICA KORTHUIS
Jessica is the co-founder of Her Brand & Co., an educational platform and membership community that provides marketing and branding educational resources to help early-stage founders brand and market their businesses. She has a passion for writing and educating and an obsession with teaching others how to bring their brands to life.
Jessica has been featured by Entrepreneur, Thrive Global, Girlboss, the Lean Startup Company, is a 40 Under 40 Award recipient and has been listed as a “Woman to Watch in 2019 and Beyond” by the national publication, Biz Journals. She is a proud mompreneur, and to keep up with her super inspiring and fun content, follow her on Instagram @jessica_korthuis.