Raise your hand if you’ve ever had a business identity crisis in the shower. Is yours up? Good, you’re in the right place. Let’s discuss how shifting your brand doesn’t always mean starting over from scratch, moving to Bali, or posting a tearful ‘I’m rebranding’ video on Instagram. Sometimes, it’s just a baby rebrand—a subtle but powerful evolution that keeps your business aligned without blowing everything up.
I recently sat down with Holly Haynes of Crush the Rush for an honest conversation about her business’s recent (and refreshingly subtle) repositioning. Spoiler alert: the sky didn’t fall. Her Instagram didn’t explode (at least not in a bad way). And more importantly – her business is stronger, more joyful, and deeply aligned with how she actually wants to live.
So if you’re reading this, clutching your logo files and wondering if you’re supposed to blow everything up to “find your voice”… take a deep breath. Let’s dive in.
The Truth Behind “Crush the Rush” (And Why Brand Evolution Matters)
If you’re anything like Holly – or, honestly, like me – your business has changed a lot since those early days when you named your company in the shower.
(Seriously, isn’t that where all the best ideas happen?)
For Holly, “Crush the Rush” started as an idea centered around helping women – especially those coming from corporate backgrounds or balancing family and career – find peace and confidence in their next step. The OG version? She was a productivity coach showing people how to “build their business in 8-10 hours a week.” The podcast, the company name, even the logo – they were all born from that early focus.
But brands evolve, and that’s healthy. Five years in, Holly realized she (and her clients) had grown up. Did she want to be known as “Crush the Rush” forever? Her answer (and her friend’s advice) might surprise you.
“Where I started five years ago is so different… same, but different than where I am now.”
Instead of a total overhaul, Holly listened to her audience and her own heart. The result? A business that feels more confident, joyful, and (most importantly) aligned with the life she wants to live — proof that sometimes all it takes is a thoughtful baby rebrand to bring everything into balance.
What Changed? (Spoiler: Messaging > Logos)
Let’s bust a myth, right now: Realignment isn’t always about overhauling your logo, burning your website to the ground, or nuking your Instagram feed Taylor Swift–style (unless you want to, TayTay, you do you).
Holly’s rebrand was more about words than colors.
The Old Positioning:
- Productivity and strategy, with a focus on “get more done in less time” energy.
- She helped clients plan their days, build a business in minimal hours, and tackled the how behind business logistics.
The New Positioning:
- A “Life Priorities First” approach where strategy meets personal alignment.
- Helping women create a business that serves their life, not the other way around.
- A softer, more personal brand (but still fueled by serious strategy).
She explains it perfectly:
“I want our clients to feel more confident. And I also… don’t want to feel rushed. I didn’t start a business to have a team of 100 people…”
In other words? Holly started aligning her messaging with what she and her clients truly wanted: more freedom, more fun, and a business that fits around life.
Was there a logo update? Sure (hello, confident maroon and playful citrine yellow).
But did she clear out her Instagram and make a huge announcement? Nope. She just started showing up with the new look and feel. And guess what – her “superfans” noticed, but most people were just happy to keep learning from her.
The Behind-the-Scenes of a Baby Rebrand
Okay, so how exactly do you reposition a business without imploding? Here’s how Holly did it (and how you can, too):
1. She Evolved Her Offers First
Everything started with her signature program, Antisocial School – her beloved framework for growing your business without being chained to social media 24/7. After teaching it live eight times, Holly knew it needed a refresh.
She made it:
- More interactive (hello, built-in AI bots)
- More personal (“office hours” actually focused on what people wanted most)
- More aligned with the “Life Priorities” focus
This new and improved offer drove the shift in her messaging. Your brand doesn’t exist in a vacuum – it comes alive in how your programs or services actually help people.
2. She Got Obsessed With Feedback
You know I harp on “voice of customer” research (because it works). Holly and her team:
- Conducted 10+ customer interviews
- Dug into testimonials, emails, and livestream questions
- Actually listened to what people loved (and wanted more of)
The big surprise? People didn’t want “more” – they wanted the next right step (cue her now-famous “24-hour heart promise”).
3. Slow Down to Speed Up
Let’s be honest: strategic rebrands aren’t overnight projects. It took Holly months (March to August!) to finish redoing her program, update her messaging, and (only then) finalize the new visuals.
And you know what? Patience paid off:
“I just like things to be done. But I knew we were doing it the right way…”
4. Prioritize What Actually Matters
Worried about updating every.single.thing? Don’t.
Holly’s approach was genius:
She pulled her Google Analytics, found out which website pages actually mattered, and focused her effort there. The rest? “If it’s there, it’s fine. If it’s updated, it’s fine.”
The same goes for client documents, email signatures, Dubsado forms… There’s always more to update, but done is better than perfect.
5. Get Personal, Stay Real
Maybe my favorite outcome: Holly noticed that with her new positioning, she actually liked creating content again.
Whether sharing behind-the-scenes of launches, day-in-the-life details, or even how business profits paid for her family’s trip to Hawaii, showing up more personally felt easier and more impactful.
The result?
It’s now easier to connect with her audience on a human level (which, by the way, is what people actually crave in 2024).
Real Talk: The Impact of This Shift
So what’s changed for Holly and her business?
- She took most of the summer off. (Yup, it’s possible.)
- Launches are tighter, messaging is clear, and funnels are converting faster.
- She actually enjoys content creation again – it’s not just “strategy,” it’s real life.
Here’s the kicker: Even her use of AI now feels more authentic, because she’s built a library of brand language and customer stories that feed those tools (no more robotic, generic prompts!).
All of this because she paused, listened, and let her brand evolve.
Permission Granted: Here’s Your Baby Rebrand Toolkit
If you’re feeling the itch to shift your branding, here’s what Holly (and I!) recommend:
- Start with research: Ask your customers and fans to describe your business, your “vibe,” and what they want more of. Look for common threads and surprising patterns.
- Don’t start with a logo: Messaging and offers should lead the way. The visuals are the cherry on top, not the cake.
- It’s OK to change in public: Not every shift needs a fireworks show. Quiet, thoughtful updates can be just as effective (and less stressful).
- Update what matters: Fix your top-visited website pages first. The rest can follow as you go.
- Find your fun again: If your brand feels heavy, you’re missing the magic. Don’t be afraid to show your humanness – it’ll set you apart.
Most importantly: You get to grow, and so does your brand. Even if you’re “established,” you are allowed to evolve.
FAQs: Baby Rebrands & Brand Positioning
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What’s the difference between a baby rebrand and a full rebrand?
A baby rebrand is a subtle shift—updating messaging, evolving offers, tweaking colors or fonts—rather than starting from scratch with a whole new name, style, or niche. It’s about realignment, not reinvention.
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If my offers change, do I need new branding?
Not always! Start by aligning your messaging and offers first. Only update visuals if they truly feel out of step with your new direction.
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Do I have to start a new podcast if my message evolves?
No! You can take your audience with you, sharing the evolution in real time. Only launch new channels if you’re switching industries entirely.
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Should I announce every brand change?
Not necessarily. Quiet updates (a new logo here, a new color there) are totally normal. Announce shifts if they significantly change how you work with people.
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How many customer interviews do I need for rebranding insights?
Aim for 8-12 quality conversations. Less than 5 is usually too few to spot patterns, but you don’t need 30.
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Is it okay if my site or docs have old branding for a while?
Absolutely! Focus on your most-used assets and pages first. Your audience wants results, not pixel perfection.
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Does a brand need to be “serious” to be taken seriously?
Not at all. A personal, authentic touch builds trust and connection. Today’s audiences crave humanity, not corporate stiffness.
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How long should a repositioning take?
Plan for several months if you want to do it right—especially if you’re updating offers, messaging, and visuals.
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How can I make the copy for my new positioning easier?
Use voice-of-customer interviews. Borrow their words for your messaging—copywriting gets 10x easier!
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What if I’m nervous people will notice inconsistencies?
Don’t sweat it! Unless your rebrand is drastic, most people will never notice every small detail. Clarity and consistency come with time.
Ready for your own subtle (or not-so-subtle) shift? A baby rebrand can be the gentle nudge your business needs to feel aligned again. Give yourself permission. Listen first. Evolve slowly, confidently, and with heart. (And if you want some real-world inspo, check out Holly’s journey and maybe—just maybe—try out a bold new color for your brand.)
Want more behind-the-scenes branding wisdom?
Get the goods on my podcast, BrandWhys, or connect with me for a refresh that actually feels like you.
