“Finding Yourself” Online

It’s been a long drawn out journey “finding myself” online. It’s hard and frustrating visually and verbally depicting who I am in an online business format. I have a much easier time advising my clients on what they should do, than I am able to do for myself.

Previously, I ran a web design company in Ottawa called 2Design Web from 2002 to 2008. After multiple branding iterations over a couple years, my partner and I finally designed a kick-ass combination. Everything came together to comprise an end product (our website) that was larger than the sum of its parts. We were also consistently at the top of the search engine results for “web designer ottawa” and related keyword phrases. This resulted in numerous new leads per week. Business was good. Our branding that we worked so hard on was paying off.

At the end of 2008, my business partner and I closed up shop and moved to Calgary. I started up Fun4business and my partner continues to run 2Design Web.

When you are starting a new business, especially one that’s online, the pressure to get your new website up ASAP is overwhelming. Due to corresponding time constraints, I ended up launching a website that just didn’t “feel right” – but I needed something up and needed it quick.

Once you press “launch”, it’s easy to let any additional improvements slide down the priority ladder. And then you’re busy running your business and it’s too late to go back and fix anything.

Sooner or later, your outdated site becomes noticeably outdated. It actually starts to get in the way of you conducting business as usual. 

My wake up call came from my business coach. During a surprise check-in after several years, she went to my website and said, “You might start crying after you hear my feedback. Your website is generic. Where are you in it? You are missing from your own website!” 

"Allison - what are you doing! Your website doesn't even look like you!"

Angela, business coach

From anyone else, I would have been offended. The funny thing about my business coach is that she motivates me into action instead. 

To Be Or Not To Be

That is the question

I had to think long and hard as to why my website ended up looking “generic”. I came across a couple problems.

It turns out working under a trade name complicates things. I absolutely LOVE the name Fun4business as my company name. But what does it mean? What does it mean to me? How does my target market perceive it? And even more challenging was tangibly defining what “fun” is to me. Can fun even be combined with business in a business concept, successfully?

Things would be much simpler to just work under my actual name, Allison Kessler. It would be easier to be myself online and in my business. 

My Introspective Journey 

I went on a brainstorming spree on what the word “fun” means and how it applies to my business. It’s true, working on websites is fun to me, but probably not to my clients. Was I actually taunting them by using the word?

The word fun is quite hard to define. My brainstorming started with a circus, you know, performances, rides, candy, that sort of thing. Lots of colour and excitement. (Definitely overkill!)

Things I used to consider fun when I was younger might be perceived as outright dangerous or thrill seeking to my slightly older target market (think skydiving, bungee jumping and nights out partying). Since I turned 40, those activities aren’t a good fit for me anymore. I had to keep looking. Honestly, things I consider fun now are a night in watching “The Haunting of Hill House” – which got under my skin (in a good way), or skating around the lake on a quiet winter night (yeah, by myself, go figure). 

But the truth is, I am very attached to the name Fun4business. At its rootsto meit means creating a business you love using today’s expansive technology and networks, and the only limits are defined by your imagination. 


Fun4business, at its core, means creating a business you love using today's expansive technology and networks, and the only limits are defined by your imagination.

Allison Kessler

I let it marinate for a few days. Did it feel right? Was it complete? Could I live with it for at least 5 years? 

The final part of my quest was to match my verbal identity with images. I needed to create a logo, select the perfect font, and deliberate over the colours, to get it just right. 

And – voila – this new look and feel was born and I’m loving it! I hope you do to. I have successfully brought the “fun” back into my business, and this will serve as renewed confidence to spread the word about my kick-ass services to the world! 

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Allison Kessler is the Founder of Fun4business Calgary. As a website strategist, she helps Canadian online entrepreneurs and small businesses with their website design, website maintenance, search engine optimization, and online marketing initiatives.

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