Rebrand Diaries #1: When Your trusty Brand No Longer Fits
Let’s talk rebranding. Not the “I’ll just pick a new font” kind, but the “this business has grown so much, it deserves a bold, unforgettable new identity” kind.
That’s exactly where I’m at.
When I launched Howdy Naomi last May, I threw together a quick visual brand that helped me get something - anything - off the ground in my time of need. It was fast, functional, and honestly, pretty darn cute.
But now? Last years branding is feeling more like last years Levis, still cute to look at but not quite zipping up anymore.
My colour palette feels restrictive. My content visuals are no longer sparking joy. And when I see my own Instagram grid or website, I don’t feel that hell yes energy that I want my clients to feel when they find me. And that’s a big ol’ red flag.
So, it’s time. The rebrand is officially happening. And here’s what I’ve learned from the process already…
1. I don’t offer branding. I’m all about rebranding.
This might sound obvious to you, dear reader, but it only clicked for me recently. Pretty much all of my clients come to me after their first year in business. They’ve already DIY-ed something that “does the job” but they’ve grown, evolved, and their brand hasn’t kept up.
They don’t need a brand. They need the rebrand that elevates their visuals to the heights they’ve grown to.
So from now on, I’ll be talking about rebranding in my content and offers more intentionally, because that’s the real transformation I offer. Not a shiny new logo, but a complete re-alignment between brand, audience and ambition.
2. Rebranding a business goes way beyond visuals
Yes, I’m a visual designer at heart. But branding isn’t just about visual design. It’s about strategy, too. This rebranding process has forced me to rethink my offers, messaging, and long-term goals. Way more work than just building out a suite of logos.
It’s been challenging (cue me pulling my hair out over website copy), but oh so rewarding. It’s also sparked so many ideas for improving my client experience, especially for those in this same “messy middle” stage of business growth. Nothing like using yourself as a rebrand guinea pig! Watch this space...
3. Market research = everything in branding
This time around, I actually practiced what I preach: digging deep into the wants, needs and habits of my own audience. This is something I do for every single client, but never seem to find the time for myself. (Shocking, I know.)
I sent out surveys. I reviewed recent call notes and testimonials. I looked at common pain points and transformations. And you know what? It’s changed everything. My new visuals and messaging feel so much more aligned because they’re rooted in real-life feedback, not just my gut feeling. It’s actually embarrassing writing this down because I 100% know the value of research and can’t believe I haven’t made a habit of it for myself before. Lesson learned.
So if you’ve ever wondered if audience research is worth the effort… let me tell you, it absolutely is.
4. Brand guidelines are a non-negotiable
Even as a designer, I used to wing it with my own branding, relying on a scrappy Illustrator art board to copy and paste from. No more. This rebrand comes with a dose of my own medicine and I will be building out proper guidelines like I do for all of my branding clients. Whether it’s a simple Canva brand board or a full 60-page doc, brand guidelines are non-negotiable for building in clarity and consistency.
Now I’ve got crystal clear clarity on colours, fonts, tone, and visual style. It’s already making content creation easier, and honestly? I feel like a proper business baddie with her sh*t together.
5. Rebranding is easier (and more fun) as a joint effort
Doing this rebrand solo has reminded me just how powerful collaboration is. I love bouncing ideas around with my clients. Even when they say “I’m not visual” or “I’m not creative,” they come up with the most brilliant, intuitive insights that take the design work to a whole new level.
Creative energy is contagious, and tackling this project alone has made me appreciate that more than ever. I feel incredibly lucky to work with the amazing, creative, talented women I do.
Now that the rebrand is in motion, I’ve got some exciting new offers coming your way soon. (Think: faster, clearer, more accessible ways to work together. Hell yes.)
But in the meantime, if your own brand is starting to feel tight around the edges, or you’re dreaming of something more aligned and exciting, I’d love to chat.
You don’t have to stick with a brand that no longer fits who you are. Let’s create one that does.
