Hello from my nautical new space on the internet!

It feels great to be back in the swing of this writing a blog post thing. Writing is one of my favorite things. I’ve been doing a LOT of it this past month but not the regular blogging kind which feels comfortable and familiar. More of the sales copy kind which always feels hard and weird.

It feels even better to do it under a brand that is more me than 3K VA Services ever was. I may have mentioned briefly some of the reasons why I decided to rebrand. It seemed kind of spur of the moment, but it had actually been working itself out in the back of my brain since early this year.

Reason #1 – I Am NOT a Virtual Assistant

A little over a year ago when I decided to start my own business virtual assistant seemed like the perfect fit for me. I have 20 some years of business experience. Some of that was even in administration which is more than I can say for a lot of people calling themselves virtual assistants.

After a little while working with clients I realized I didn’t just want to do the tasks they provided me. I wanted to dig into their businesses, get to know where they were feeling overwhelmed, and then help them get more efficient with their operations.

Realizing I was not a VA was a big step in deciding I should no longer fly the 3K VA flag.

Reason #2 – My Brand Wasn’t Me

During my first year and a half in business, I consumed all the information about being a business owner and building a business that I could. What I learned was that people buy from people they know and relate to.

While 3K VA had a little bit of me sprinkled around in my copy I wasn’t really anywhere to be found in my brand. My personality and all the unique things that make me who I am. They weren’t there.

There was nothing remotely nautical related, the colors were eh, and no matter what I did to switch it up it always felt not quite right.

Reason #3 – I Wanted to Pivot My Offerings

Trading my time for money wasn’t working out the way I had imagined it would. I thought I would have 6 to 8 clients who would love me, need me, communicate with me, and most importantly PAY ME.

I have clients like that, and I LOVE them. As a matter of fact, my rebrand didn’t affect them at all. I’m still providing the same great services to them as I have been just under a new name.

But I also want to work with more people. People who can’t afford an online ops manager or a virtual assistant but still need help too.

Which brings me to

An Introduction to Even Keel Ops

When I decided to rebrand I wanted something that represented my beach life. It’s a big part of my story and who I am. So I started bouncing ideas off of my business best friend and graphic designer Jenn Wells of Jenn Wells Design.

My first idea was nixed due to bad connotations related to one of my nautical words. No problem back to the drawing board. I finally settled on Even Keel Ops after tons of list making and thinking.

Next, I needed a new logo and some colors. For the first time in my DIY life, I didn’t want to DIY it. So I turned to Jenn. If we hadn’t known each other for years, I’d probably be considered her worst customer.  My logo/color instruction was something nautical.

Then a week or two later I added black but colorful based on a beautiful blanket my sister got me in Peru.

Jenn was probably thinking what have I gotten myself into.

She sent me the first set of logos, and none felt exactly right. I suggested a few changes but still didn’t feel sure.

Then Jenn sent me the email with the EKO logo attached. Not four options as usual just one. Because she knew it was the one.

IT WAS!! As soon as I opened the attachment, I knew it too. Love, at first sight, is real!

Then it was time to get to work building a new brand.

Bringing Myself Into EKO

As I started to build my new brand, I knew that what I was currently working on needed to be more me.

I looked all over the internet for inspiration. I noticed most of the successful businesses include an owner being unapologetically themselves.

That IS NOT what I have been taught in the corporate world for 20 some years! I’ve been taught that I’m “too much” and “I need to tone it down.” I need to be a rule follower, not a rule breaker. I need to smile more and say fuck less.

So despite what I’ve been taught about how I should act in business, I’m going all in with EKO. I’m going to be me and if there are people out there who aren’t a fan that’s okay!

If you’re looking for the same kind of permission to be you here are a few places I found inspiration! Why Weird Works: Branding With Personality, 27 Powerful Ways to Stand Out Online, and Is Your Appearance Hurting Your Photography Business.

You’ll find me being the most myself in my brand over on Instagram. You can also find me on Pinterest, Facebook, and Twitter but Instagram is my favorite social media platform to actually use, so I’m going to use it despite the low ROI.

What I AM and How I Can Help

I mentioned earlier I am not a virtual assistant. So what the hell am I?

I’m your Captain of Operations or COO. I want to help you unload your overwhelm that comes with all the business related tasks that have nothing to do with your business passion.

Things like sales funnel automation support, ops manual building, podcasting technical support, social media scheduling, blog management, launch support, finance support, and project management.

Here is what I can help you with right now! I can transition your email marketing platform, I can help you manage your sales funnel automation, I can help you build a solid foundation for your business in the form of an ops manual, or I can work with you one on one as your ops manager.

There is much more in store so follow me in all the places and sign up for my newsletter too. Make sure you don’t miss any of what’s coming next.

Kelli is the COO or Captain of Operations at Even Keel Ops. Her passion is helping overwhelmed entrepreneurs get their operations organized. When she’s not busy helping others unload their overwhelm you can find her on the beach with a book.


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