“Too many of us are not living our dreams because we are living our fears.” ― Les Brown
I have been sharing my rebranding experience because I know I’m not the only one who feels resistance – even dread – at the thought of updating a website, headshot, and logo. I finally dove in and now that I’m on the other side, I can say with certainty: it was worth it! And, resistance makes sense, too. Acknowledging your resistance may be the first step to figuring out what to do next.
Rebranding isn’t just cosmetic. It forces you to grapple with difficult questions about what you stand for, what makes you different from others who do what you do, and what your business should look and feel like to others. That’s why we resist! We push through that resistance nevertheless because resistance is also an invitation to growth, the only lasting way to ease the angst.
If you’re a small business owner considering a rebrand, what you can outsource are the technical aspects, but the vision, the voice, and overall feel, those belong to you and require your input and approval.
This article is an overview of what happened around the launch of my updated brand, and offers some practical considerations and tips.
Launch and Wait
“As a man changes his own nature, so does the attitude of the world change towards him.” — Mahatma Gandhi, Indian Opinion (1913)
Rebranding is like opening a window to let fresh air in. Current ideas and new ideas mix and there’s no going back. It is professional development in disguise and like any good professional development, it requires an investment of resources and commitment to the finish to yield lasting rewards.
Reaching a major milestone – the one you’ve been working toward for weeks, months, maybe years – is a unique moment. You exhale, celebrate, and then it gets quiet. The thrill of the chase fades, the push to produce or meet deadlines is over, and what takes its place is a new reality. A new mindset.
In the days that have followed the April 2025 launch, I’ve noticed that I feel ‘well dressed’ in my new visual assets and effects. My message is clearer, my logo more confident, and I am eager to meet the opportunities the rebrand will invite in.
This is where I am now after the launch:
- New Headshot – its above on LinkedIn
- New Website: www.mastermancoaching.com.
- New logo
A Few Practical Tips
For those of you who are considering a similar refresh of your key visual assets, consider the following:
The Website: Gathering and creating meaningful content and selecting the right images or design elements often takes more time, thought, and discipline than anticipated. As the client, you ultimately set the pace – if you delay providing what is needed, then it takes longer. What you want are patient, trustworthy, and reliable professional partners to help. Your web designer may want to interact with your other consultants such as the photographer, brand/logo expert, copywriter, and current host. Their steady support becomes even more important as the project progresses, and the decisions get more nuanced. Web Designer: Thank you Liz August
Headshot: The headshot does not have to be just a checkbox on a branding to-do list. It is an opportunity for growth and an occasion to work closely with a visual artist. How do you want to show up? What are you going to wear? What setting or location? What mood? What colors compliment your presence? Those are questions a headshot forces you to answer now. Sure, AI can be used to generate a professional headshot, but as a part of professional development, I found real value in the process of working with a professional. Showing up for the camera in person is awkward at first. Getting through it successfully with a talented professional is an exercise in courage, trust, and discovery. Visual Artist: Thank you Sandra Costello
The Writing: To begin this rebranding project, I chose to work with a talented, experienced, professional writer who understands and can explain the differences between the writing style for a website versus a blog, etc. There is a good deal of writing when you redo your website, and communicating with others about the change is always part of any marketing strategy. For me, reaching a target of writing 12 articles this year is a work in progress, but nothing would have happened if I had not got started. Once you decide what you want to do, it helps to work with someone to get you on the right track, talk about ideas, and be your accountability partner. Thank you Judi Harrington
The Logo Design: You don’t need a logo to be successful and do great work. If you do want one, however, it is a illuminating experience to work with a branding professional. The creative process requires more probing identity and design conversations because your logo can be a reflection of you and your business. My brand consultant-artist took the letters in my last name and arranged them into a triangle. You see a triangle, I see a triangle designed to connect me to my brand, and that matters. Thank you Meg Joyce . She posted 5 signs you’re ready for a brand update on her website InKindDesign.
Final Thoughts
If you are content with your present professional headshot, website, and logo—and that contentment outweighs any desire for change—then honor that choice without judgment. Staying the course can be exactly right for you.
For others feeling ill at ease with the status quo, recognize that clinging to resistance only prolongs the discomfort. Notice when you’re resisting and reflect upon what its source might be. Then move on and ask yourself: What is one next step I can take to test the strength of my resistance? Identify just that single step, take it, and
you’ve broken through and begun moving. Identify trusted professionals and supporters who can help along the way and set the pace for your rebrand.
About This Series
A successful brand refresh requires review and updating of key visual assets like your logo, website, and headshot, and requires inside work too. As I navigate the rebranding of my small business, and see where it leads, Im sharing the steps I have taken and lessons learned along the way about design, messaging, and the deeper challenges the work requires. Whether you’re leading a team, growing as an individual contributor, or own a business, reimagining your brand is another way of checking in with yourself to consider how you’re showing up, where you are now, where you want to go, and what the next steps are to start filling the gap. Real change starts with knowing when you are ready to do something, figuring out what your next step is, and then doing it.
Lessons Learned
- Tip from Article #1: Practice what you Preach: You do not have to do hard things alone.
- Tip from Article #2: The Crucible of Change: Pace your change, move forward with integrity, and trust the process.
- Tip from Article #3: Don’t Believe Everything You Think: Question your beliefs and conclusions; take a risk on something novel.
- Tip from Article $4: The Other Side of Resistance – There are rewards and growth on the other side. Resistance is an invitation and a warning.