Time for a Rebrand?
I attended my 30-year high school reunion last weekend, so I've been in a reflective mood.
When I graduated high school, I had no idea what the hell I wanted to do with my life. Thank goodness for liberal arts school! But wow was I lost.
I ended up graduating from college with an art history degree, a photography portfolio, and only a vague idea about something called "graphic design." It all worked out and 26 years later, I'm still happy doing design work. But even when I didn’t love my work, I never considered trying something new.
Baby me in a photo booth in Florence ca 1998.
Probably hadn't heard of "graphic design" yet.
My clients are super brave!
Many of my clients are much more brave than I’ve ever been. I'm so inspired by the women who come to me after dramatically changing course mid-career.
I've learned that making a big career change is much easier when you have two things: clarity about who you are now and the confidence to step into that new identity.
That's where I can help.
But courage is just the first step.
Deciding to pivot takes courage, but making it successful takes strategy
My Branding Roadmap helps women get crystal clear on their unique value and how to talk about it. We then create a brand and website that makes them feel legit and ready to own their expertise in that new space.
But a new brand isn’t just for those major career pivots. Sometimes you just outgrow your brand. Maybe you're still doing the same work, but you've evolved, your expertise has deepened, or your ideal clients have changed.
When your brand catches up to who you've become, you show up with so much more confidence.
There's a lot of power in having a professional online presence that reflects exactly who you are now and the most aspirational version of who you're becoming. It makes the transition feel real and gives you the confidence to charge what you're worth from day one.
There’s no time like the present.
How do you know you're ready for a new brand? Here are a few signs:
→ Your target audience has shifted. Does your current brand still speak to the right people? If you're aiming for high-end clients but your site screams DIY starter business, it's time for a change.
→ Your offerings have evolved. If you struggle to clearly explain what you do now, or clients seem confused about your services, your brand isn't keeping up with your growth.
→ You're making a career pivot. Starting fresh in a new field? Your brand needs to establish credibility and help you own your expertise from day one.
→ You find yourself apologizing for your marketing materials. When did you last feel genuinely excited to show off your website? If it's been a while, that's your answer.
Goodies Just For You
WHAT I'M THINKING ABOUT: When I was in Vienna, we visited the palace of Empress Elisabeth (she was a Bavarian princess who became Empress when she married Emperor Franz Joseph in 1854). I’d never heard of her, but she's a fascinating figure—a rebellious, strong-willed fashion icon who was really popular with the people. She reminds me of Princess Diana. And lucky us—there’s a 2-season Netflix season about her (with a third season coming). I watched season 1 in just a few days and I'm almost finished with season 2. It’s called The Empress.
WHAT I'M BAKING: Coconut Macaroons. My boyfriend is mostly gluten free and loves coconut macaroons. We met right before Passover 4 years ago, so it was lucky for him that this recipe came through my email feed early in our relationship, when I was still trying to impress him. It’s also lucky for him that this particular recipe is fantastic and easy, so I make them pretty frequently.
WHO I'M ADMIRING: I know a lot of photographers, but Jaime Borschuk is the only photographer I know who specializes in photographing women in finance. And she recently posted on LinkedIn that she also does events and is available for your fall conferences, fundraisers, intimate dinners, etc. Check out her portfolio. She's really good.
