So this messy renaming business. Where do you start?

First of all, be clear on WHY you’re renaming. Picking a new name will not solve every problem, but if you’re having some of the same struggles I mentioned in the last post, it’s probably time.

Once you’ve established the “why," decide what you want the new name to convey. You can’t say everything in one tiny name, so boil it down to the one “big idea.”

Not gonna lie. Rebranding is a challenge and not a decision to make lightly. While it’s something I systematically and creatively execute for others, it’s always harder to execute the same plans for ourselves, right? I think we get more caught up in the emotion, and being “too close” to the process actually makes it more challenging.

Which is why I put it off for so long.

I get it. I mean I really, REALLY get it. Because that was me on Monday night.

Frustrated, confused, overwhelmed, stuck, tired. Feeling like a fraud, imperfect, afraid, like I'm letting everyone down. Fed up with answering “I don’t know!” to every question.

I felt all of it, and I imagine you have too.

“The cobbler whose children have no shoes." You know – when you’re so great at working your magic for clients but neglect making the same transformation for yourself? Yeah, that. It sucks.