Let’s be honest—building a personal brand is never a straight line. It’s messy. It’s layered. It shifts when you shift. And if you’ve ever found yourself thinking, “My brand doesn’t feel like me anymore,” you’re not alone.
That feeling has followed me through every chapter of my business—and it’s also what’s led me to the most aligned version of my brand yet. Today, I want to take you behind the scenes of my own personal brand evolution. Not just to share the journey, but to show you that changing your brand doesn’t mean you’ve failed—it means you’re paying attention. It means you’re growing.
Why your brand is supposed to evolve
We hear a lot about building a timeless brand. And while I’m all for longevity, “timeless” doesn’t mean static. Your brand should be designed to evolve with you—to move when you move, to shift when you do, and to reflect the version of you that exists now (not the one from three years ago).
It’s not about scrapping everything or reinventing yourself every time something feels off. It’s about listening. Realigning. And using each season as an opportunity to go deeper into what really matters. For me, that has looked like five distinct eras in my business—each one shaped by clarity, discomfort, big dreams, and even bigger lessons.
The stationery era: starting messy (and learning a lot)
I started with a simple dream: designing physical products that brought joy. And although I worked at a design agency where I designed brands and websites for local businesses, I didn’t focus enough on branding, marketing, or business structure—I just wanted to create.
But as I experimented with styles, offerings, and messaging, I realized I was trying to find myself through design. My visual identity changed constantly, and I didn’t yet have a clear idea of who I was serving or why it mattered.
Still, this era was essential. It gave me the space to explore. I discovered that I didn’t just love making things look good—I loved helping people communicate clearly and intentionally. That realization became the foundation for everything that followed.
The takeoff era: when alignment meets momentum
Once I pivoted back into branding and web design for other businesses, everything began to click. I had found my sweet spot—using design to tell real stories and help women entrepreneurs show up with confidence.
This was a season of momentum and excitement. I saw big growth and started to understand what it meant to create not just beautiful work, but purposeful work. I finally felt like I was building something that made sense.
But with that growth came pressure. There was a quiet expectation to keep going—to keep expanding, keep launching, keep scaling. And at the time, I wasn’t questioning that narrative. I was just riding the wave.
The agency era: chasing growth that didn’t fit
Eventually, I leaned into the “next logical step”: building an agency. I thought having a team would give me more freedom, more reach, and more capacity to serve. But the reality was different. I had less flexibility, more responsibilities, and I felt further away from the work I loved. I had built something bigger—but it didn’t feel better.
Deep down, I knew I had created a version of my business that looked good on paper, but didn’t support the life I actually wanted. I had outgrown the hustle but was still caught in its momentum. Letting go of the agency model was hard. But it gave me one of the clearest lessons of all: success isn’t about doing what others expect of you. It’s about building a business that feels right to you.
The shop era: scaling without connection
After stepping away from the agency model, I dreamed of impact at scale. I imagined a digital shop filled with templates, resources, and education for emerging entrepreneurs—an all-in-one space for branding with intention.
The idea was rooted in service, but in practice, it felt disconnected. I missed the personal relationships, the strategy calls, the creative collaboration. The shop felt too big, too hands-off, too impersonal for the work I truly loved doing.
This era taught me that just because something could work doesn’t mean it should. I realized that what I value most in my business isn’t reach—it’s relationships. It’s depth over volume. Thoughtfulness over trends.
The aligned era: small, intentional, and true
Which brings me to now: the most aligned season I’ve ever experienced in my brand. I’ve stripped everything back to what matters most. No team. No pressure to scale. Just me—working closely with women who are in a similar season of life and business. Women who are seeking clarity, purpose, and brand alignment that actually feels like them.
This era is slower. It’s simpler. It’s rooted in intention, not urgency. And it’s exactly where I’m meant to be. It’s not about doing the most. It’s about doing what matters most.
I finally feel like my brand fits—not just aesthetically, but emotionally, strategically, and energetically. And that didn’t happen by accident. It happened because I gave myself permission to evolve.
Final thoughts: your brand is becoming
If you’re feeling out of sync with your brand, I want to gently remind you: You’re not broken. You’re just becoming. Every shift, every pivot, every messy in-between chapter is part of the journey.
So ask yourself:
- What’s no longer working?
- What part of your brand still feels like home?
- Who are you now, and how can your brand reflect that?
You don’t have to throw everything away. But you do have to get honest. Because clarity doesn’t come from staying the same, it comes from choosing alignment, over and over again.
If you’re standing at a crossroads with your brand, unsure how to move forward without starting over, I see you. I’ve been you. And I’ve built my 1:1 services to help guide you through that exact season. Inside our time together, we’ll define the strategy behind your next evolution—so your brand reflects where you’re headed, not just where you’ve been. Together, we’ll create something grounded, purposeful, and built to last.
Because your next era deserves more than a new logo. It deserves a brand that feels like you again.
More Resources
- When to invest in custom branding or rebranding
- Top 5 reasons to invest in a custom brand design
- The secret to brand longevity: How to evolve without losing what makes you unique
- How to evolve your brand without confusing your audience
- Why your brand should evolve over time
- Brand Strategy Blueprint
- Brand services
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