5 Smart Ways to Succeed

I started blogging around 2015. Back then, I was known as the Gluten-Free Avenger. And because this was prime time for both Avengers and the gluten-free movement, my blog took off.

For the next four years, I steadily built my following as an influencer. It was fun to work with brands, get free hotel stays, and cultivate a community of lifestyle fans who devoured my cooking recipes and travel hacks.

Until I wasn’t happy.

My reasons for rebranding might align with yours—but is it still the right move? Rebranding yourself can be as simple as slowly adding new content pillars to your brand. This is what I did until I slowly pushed my lifestyle content out of the mix.

Depending on your situation, you might need to make a swift rebrand. Maybe your business is failing, or perhaps you found yourself in some hot water. In these cases, it’s best to rip the band-aid right off and get moving fast.

Your personal brand is present whether you’re an entrepreneur, a CEO, or you work for a company. And it’s a significant selling point to both investors and your boss.

So whether you’re looking to impress an investor or you’re trying to convince your boss that you’re ready for that new role, taking a more in-depth look into your personal mission is going to help.

Think about what you want people to say when they introduce you to their colleagues.

Without blatantly telling people who you are and what you do, you can help people develop this definition of your personal brand through the content you post. Is the work you’re putting out there accurately displaying your expertise?

So, what if you’re already in your ideal industry? What’s making you think that rebranding yourself is necessary at this point in your career?

Perhaps the most common reason people look into changing their online brand is because they’re looking to move away from an old persona.

As I said before, we’re always changing. It doesn’t matter if it’s a switch in your appearance, your interests, or your career—any one of these is reason enough to rebrand yourself.

I personally think that this is the most fun type of rebrand. You get to completely reinvent yourself from top to bottom. Usually, this adjustment starts because you’ve realized a new skillset or your mindset is entirely different from what it used to be.

My advice for anyone looking to move away from an old persona is to take a social break—online and offline. Go “dark” for a while and dig into what you want your personal brand to be. Your social hiatus can be as long as you want; just make sure you let your current audience know that you’ll be taking a break.

Once you’re ready to come back (with your new personal brand in tow), you’re going to tell your audience about this change. Hype it up and get people to be excited for you. That way, you have the potential to carry your new audience into this new era, whether or not they’ll be interested in your new content.

You’ll be going through the transformational journey, and everyone likes to stick around to see if it works out. So, you need to create suspense and excitement around your rebrand. This way, your audience will be excited, too, and they’ll be rooting for you to succeed.

Being consistent can establish you as dependable, but there’s a flip side to being overly predictable. Even when your work is successful, the risk of becoming too predictable can be detrimental. While reliability is valuable, being stagnant can leave you vulnerable in the competitive market. New and dynamic competitors might capture the attention of your audience. Therefore, rebranding is crucial to stay relevant and engaged with your audience, regardless of the context.

1. Stagnation: When your personal brand becomes too predictable, it risks stagnation. Audiences quickly adapt to routine messages, leading to apathy rather than engagement. Over time, this can cause an erosion of interest and a dwindling follower base.
2. Competition: In the ever-evolving marketplace, new competitors are constantly introducing fresh, innovative ideas. If your brand lacks variety or surprise, you might find your audience gravitating toward these novel alternatives, leaving your message lost in the noise.
3. Perception of Relevance: Predictability can create a perception that your brand is out of touch with current trends. Staying relevant requires a balance of consistency and innovation, ensuring your audience feels both comforted by your reliability and excited by your evolution.
4. Missed Opportunities: Flexibility is key to seizing new opportunities. If your brand is known for sticking rigidly to the same old patterns, you might miss out on collaborations and initiatives that could expand your reach and influence.

While consistency is undeniably valuable, remaining adaptable and injecting curiosity into your brand strategy can help ensure you stay ahead and continue to captivate your audience.

When we talk about personal branding, authenticity, and growth often come up as key concepts. However, they aren’t the same thing, and understanding their differences can greatly impact how you cultivate your brand.

Authenticity: Staying True to Yourself

Authenticity in personal branding is about being genuine. It means presenting yourself in a way that aligns with your true values, beliefs, and unique personality. When you embrace authenticity:

• Your message resonates: Audiences can sense when you’re being genuine, which builds trust.
• Connection deepens: Authentic sharing fosters deeper connections as people are drawn to sincerity.
• Consistency is key: Being true to yourself consistently strengthens your brand identity.

In contrast, not feeling authentic usually stems from trying to mimic others or conform to external expectations. This can lead to a disconnect between your personal values and your public persona.

Growth: Evolving Your Brand

On the other hand, growth in personal branding refers to expanding, adapting, and enhancing your existing brand. It’s about:

Rebranding often benefits from aligning with natural fresh start moments throughout the year. These moments offer both businesses and individuals a psychological boost, making transitions smoother and more impactful.

Regular Milestones

1. Beginning of a Month: The first day of a new month is universally seen as a clean slate, a chance to initiate new marketing strategies or launch refreshed brand identities.
2. Weekly Resets on Mondays: Mondays symbolize a new week, perfect for rolling out new content or campaigns that aim to capture the attention of a refreshed audience.
3. Seasonal Changes: The start of a season can convey thematic shifts within a brand, aligning products or services with seasonal demand.
4. Personal Celebrations:

• Birthday: Use personal milestones like birthdays for brand anniversaries, offering promotions that signify new beginnings.
• Work Anniversaries: Executives can celebrate and reflect on past years by announcing new goals or rebranding efforts that redefine their mission.

1. Post-Vacation Returns: The return to routine after a vacation offers a great opportunity to reignite enthusiasm with refreshed concepts, both personally and professionally.

Life Transformations

1. Major Life Events:

• Marriage or Divorce: Life transitions, such as getting married or experiencing a breakup, can trigger new personal branding efforts or shifts in lifestyle-related services.
• Career Changes: Starting a new job or stepping away from an old one presents a ripe opportunity to reposition one’s professional brand or career-focused business angles.

1. Relocation:

• New Cities or Countries: Moving to a new location opens doors for place-based branding strategies that highlight local cultures or markets.
• Returning Home: Re-entering familiar environments can spark a return-to-roots rebranding, highlighting authenticity and personal growth.

1. Educational Milestones:

• Graduation: This transition marks a significant point to launch new personal brands or educational services targeting recent graduates eager for professional development.

Incorporating these moments into your rebranding strategy can harness natural momentum, ensuring your audience connects with the changes on both emotional and practical levels.

If you’re still reading this, good for you! You know this decision does not (and should not) come easy. It will take so much time to put together an entirely new persona. And it’s potentially wasted time if you’re doing it for all the wrong reasons.

So how can you justify a rebrand? Is it really worth taking time off to reinvent yourself?

First, let’s decide whether or not a rebrand is necessary.

When you look back at the content you’ve made in the last year, do you feel detached? If you feel uninterested or unmotivated to create new content in your niche, then you might want to rebrand yourself. Sometimes we decide to switch gears because we feel like we’ve already put everything we have into our dedicated area of expertise.

Let’s say you’re an accomplished CPA. You’ve built up your clientele because you’re extremely good at marketing. So, maybe now, you’re more interested in helping other CPA’s market themselves. Your content will shift from expense write-off tips to explaining how other CPAs can share this information themselves.

In this case, you’re taking on an entirely new direction. Your content is shifting from financial education to marketing education. Your ideal client is changing from everyday taxpayers to your fellow CPAs. This is when a rebrand is justifiable.

If this is the type of content that excites you, this is what you should be creating. It opens new doorways for you as well. You can hold on to your current clientele as a CPA, but now you can also create digital products and CPA courses to grow your revenue.

As I mentioned earlier, you’re setting yourself up for failure if you’re justifying a rebrand because of social media numbers. These are not the numbers you want to be looking at because they don’t indicate whether your business is successful or not.

One of the most powerful effects of a branding consultant’s advice is the encouragement to embrace transformation. This can lead to greater self-awareness and the courage to shed limitations. By embracing change, you open doors to new skills and perspectives, bolstering your personal growth journey.

A branding consultant’s advice to radically transform can also redefine your personal brand. By evolving continuously and aligning your brand with your authentic self, your narrative remains fresh and inspiring. Just as businesses rebrand to stay relevant, personal branding thrives on adaptation and growth. Challenge yourself to consistently redefine your personal brand, making it a living, breathing reflection of your ongoing journey.

• Set Clear Intentions: Define what transformation means for you. What aspects of yourself or your life do you want to evolve?
• Seek Diverse Experiences: Broaden your horizons through varied experiences that challenge your current mindset.
• Reflect and Reassess: Regularly evaluate your progress and brand alignment. This will ensure you remain true to your evolving self.

By heeding a consultant’s advice to undergo deep transformation, you open up opportunities for personal growth and a dynamic personal brand that resonates with continuous evolution.

Fear is a powerful emotion that can significantly influence your decisions, particularly when it comes to rebranding your personal identity. While it’s a natural response meant to protect us from danger, fear can also act as a barrier to growth, especially in personal branding.

When considering a rebrand, many are haunted by the fear of criticism and rejection. This fear can stem from concerns about how current and potential audiences will perceive the new direction. The thought of facing negative feedback, or even worse, indifference can be paralyzing. However, allowing this fear to dominate can hinder you from exploring new and innovative ways to represent your brand.

Fear tends to keep us within the confines of our comfort zone. In personal branding, this means sticking with what feels safe or customary, avoiding experimentation or deviation from established practices. While staying in your comfort zone may feel secure, it often prevents you from capitalizing on new opportunities and reaching your full potential.

Fear can cloud judgment, leading to decisions that favor short-term comfort over long-term success. For instance, you may choose a path of least resistance, aligning with popular trends instead of crafting a unique brand identity that genuinely represents you. This conformity stifles creativity and reduces the chances of distinguishing yourself in a crowded market.

1. Acknowledge Your Fears: Recognize what specifically scares you about rebranding. Is it fear of losing your audience or uncertainty about how to execute a new vision?
2. Research and Preparation: Understanding your market and audience can mitigate fear. This knowledge gives confidence and direction, making the rebranding process more manageable.
3. Embrace Risks: Accept that some level of risk is inherent in any growth process. Challenge yourself to embrace change as an opportunity for growth rather than a threat.
4. Seek Support: Engage with mentors or professionals who have successfully navigated a personal rebrand. Their insights can provide valuable reassurance and guidance.

Breaking free from fear can be the catalyst for revitalizing your personal brand and unlocking potential you never knew existed.

Embarking on a personal brand rebrand is like wearing the hat of a Creative Director for your very own brand. Every successful endeavor begins with a thoughtful exploration phase, setting the foundation for future triumphs. But why is research so vital in this journey, and how can it be anything but dull?

Research is not just about gathering data; it’s about immersing yourself in creative influences that can inspire and drive your rebranding efforts. This initial phase allows you to dive deep into a world of possibilities, exploring a rich tapestry of resources from various platforms:

• Video Platforms: Discover engaging content that reflects the tone and style you aspire to.
• Written Content: Dive into articles and blogs that provide insights and spark new ideas.
• Audio Content: Listen to industry leaders share their stories and strategies.
• Visual Inspiration: Pin or save visuals that capture the essence of your new brand image.
• Social Media: Observe trends and gather ideas from vibrant online communities.

Approach this research phase with purpose. While scrolling through social feeds or watching videos, ask yourself what elements resonate with you. Is it the visual aesthetic, the message, or the overall vibe? This is your opportunity to consume content that aligns not just with your goals but with your authentic self.

By understanding what appeals to you and why, you’ll be better equipped to craft a brand identity that is both unique and relatable. Consider this your playground—one where exploration leads to genuine insights, shaping a personal brand that truly stands out.

Research is your gateway to innovation in personal branding. It not only informs but also inspires, laying the groundwork for a rebrand that speaks volumes.

Rebranding your personal brand is an exciting opportunity to redefine how you are perceived. Luckily, there’s a wealth of creative resources at your disposal to help guide and inspire your journey.

Visual platforms offer a rich tapestry of ideas and trends:

• Pinterest: Dive into boards showcasing brand aesthetics and design trends. It’s a great place to curate ideas for logos, color schemes, and overall brand identity.
• Instagram: Follow influencers and brands that resonate with your new direction. Explore how they present their stories visually and engage their audiences.

Enhance your skills and strategic outlook with educational content:

• YouTube: Find channels dedicated to branding strategies, offering tutorials and success stories that can provide both inspiration and practical advice.
• Podcasts: Tune into podcasts that discuss brand development, marketing techniques, and personal storytelling. Listening on-the-go makes it easy to fit learning into your day.

Engage with in-depth analyses and personal experiences:

In your downtime, consume content that aligns with and enhances your rebranding vision. This not only sparks creativity but also keeps you attuned to emerging trends and fresh ideas.

Alright, so far, we’ve covered:

• My personal rebranding experience
• Reasons why you should rebrand yourself
• How to justify spending time on a rebrand

If you’re still not convinced a rebrand should be in your future, then let’s discuss when you shouldn’t waste your time.

If you’ve been hit with a nasty lawsuit or someone trashed your brand on social media, do not turn everything off and start creating new accounts. Trust me; people will still find it and continue to tarnish your reputation.

By refusing to address a problem associated with your personal brand, you risk destroying your new persona before it even launches.

Address any problems with a sincere apology, and then tell your audience you’re going to take a break to reevaluate. After taking some time off to work with a personal brand coach, that’s when you can come back to let them know you’ve decided to rebrand yourself.

Make it seem like their words helped you see past your errors and that you’re ready to move forward with your new personal brand statement.

And finally, don’t switch niches because the old one didn’t work out or because you got bored. You still need to have tangible skills to bring to the table. If you’re still learning, now is not the time to rebrand.

Instead, use this time to build your skillset quietly. Once you think you have the knowledge to push yourself into a new industry, start creating a plan to build up this new business.

• Which content will you post on social media?
• What will be your specialty?
• Do you have social proof to convince others of your newfound expertise?

There are various reasons why a rebrand may be on your mind. Maybe you’re losing sales, or maybe you went viral, and you haven’t figured out how to scale your brand from that opportunity.

Let’s face it: there have been hundreds of cases where celebrities or influencers have been shamed for associating themselves with toxic people. But it’s actually much bigger than that.

Did you know that PBR sells for $44 a bottle in China?

PBR, the same beer you can buy for a dollar at happy hour at any given bar here in the States.

That’s because Pabst Blue Ribbon knew that they could leverage their 176-year-old brand as a classic commodity in China (where they know about PBR’s low price tag).

You can do the same thing with your personal brand. If you’ve been given the chance to pursue opportunities in a different field or you’ve been invited to work with an international brand, raise your prices.

Even if you’re simply branching into a new local market, use this opportunity to rebrand as something unique—something that stands slightly apart from your personal brand.

This is kind of what I did. My influencer brand wasn’t really doing much for me except inflating my social media numbers. But, instead of letting that all go to waste, I rebranded myself and carried over my expertise so that I could bump up my prices and scale my business to the point that I never could with just a lifestyle blog.

When you’re just getting started with your own company, you instantly know your market and your industry. Social media managers want to be seen as experts within the marketing industry, writers may want to “make it” within the journalism circle, and makeup bloggers want to be seen in the beauty community.

Take a moment to really think about which industry you’re in, and write it down. Now, write down three different categories within your industry that people are known for.

For example, in branding, I could be known for website design, style design (i.e. logos and graphics), or I could be a branding coach.

Clearly, I choose a branding coach. However, I niched down even further to brand myself as a personal branding strategist.

In order to know your niche for when you rebrand yourself, you need to map out a web of possibilities. Start with your industry, list three potential sub-categories, and then niche down each of those categories even further.

Out of all of those options, which section do you know the most about? Which one can you see yourself being the expert in?

One of the first things I wanted to do for my rebrand was to get out as much content as possible. If you go back far enough, you’ll see that my blog was saturated with traveling and cooking content. This means that it took a while for Google to see my website as an entrepreneur website because my website was ranking for all the wrong keywords.

Defining your tone of voice is like crafting an auditory logo—it sets you apart. This isn’t merely about how you speak; it’s a strategic decision about how you wish to be perceived. Outline 4–5 core characteristics that best represent the essence you want your brand to embody. Whether it’s adopting a more refined language or embracing authenticity, these elements are foundational in building a recognizable personal brand.

Once your tone of voice is outlined, it acts as a blueprint for consistency across all your communications. Decide what aligns or clashes with your brand personality. Is it crucial to communicate with elegance? Or perhaps maintaining a genuine conversational style is more your speed? These guidelines help maintain uniformity in every interaction, from emails to social media posts.

To anchor your verbal identity, update existing communications to reflect this new persona. Consistency is key—apply your refined tone across every touchpoint. Practice integrating this voice into daily interactions, which often requires mindfulness, such as consciously choosing your words or cautiously listening before responding.

Thinking about giving your personal brand a fresh identity? From legal changes to social media tweaks, renaming can play a pivotal role in your personal and professional evolution. Here’s how you can approach a name change strategically:

Consider if a name change aligns with significant life transitions like marriage or divorce. These moments often provide a natural point for rebranding.

• Swap in your middle name to create a distinctive brand identity.
• Adopt a quirky nickname that sets you apart.

• Combine surnames for a double-barreled effect for elegance and impact.
• Use just the initials of your names to create a mysterious allure.

• Alter spellings of common names for a touch of creativity.
• Simplify complicated names for a sleek, easy-to-remember option.

Consider using just one name, making it synonymous with your brand—a technique used by many icons.

• Add flair by modifying your name’s pronunciation or spelling to reflect cultural roots.
• Embrace and amplify any unique or “quirky” aspects of your name that can make it memorable.

If none of the existing options work, don’t hesitate to come up with something entirely new that resonates with your personal brand vision.

Thinking creatively about your name can reflect your personality and professional goals, making it a powerful component of your individual brand.