Branding is more than colors, logos, and fonts—it’s about energy, clarity, and impact. In this episode of the BrandWise podcast, I spoke with Melanie Benson, an authority amplifier who helps entrepreneurs move from being best-kept secrets to industry leaders. Melanie shared the importance of aligning your brand with your mission and energy, and how making strategic shifts can transform your business.
Why Melanie Knew It Was Time to Rebrand
Melanie has been in business since 2000, meaning she’s been through several rebrands. But one of the most significant shifts came when she realized her brand no longer reflected the level of professionalism, confidence, and expertise she brought to her clients.
Her old branding—rooted in a teal and yellow color scheme—felt outdated and inconsistent with the high-value audience she was attracting. More importantly, the way her brand was visually represented created preconceived notions about her business that didn’t match her actual services. She recognized that if she wanted to work with more sophisticated entrepreneurs, she needed to elevate her brand accordingly.
The Process of Evolving a Brand
Melanie’s rebranding journey was an intentional process, and she took a phased approach:
Refining the Visual Identity
The first step was reworking the visual components of her brand. She transitioned to a deep plum and gold palette that exuded richness, professionalism, and authority. The change wasn’t just aesthetic—it was strategic. Colors create emotional responses, and she wanted to ensure that her visuals communicated the level of service and expertise she provided.
Testing and Refining Messaging
Rather than assuming she knew exactly what messaging would land, Melanie tested different approaches. She listened to how her audience responded and paid attention to the phrases that triggered what she calls the “oh factor”—that moment when potential clients resonated deeply with her message.
Creating Consistency Across Platforms
Once the visuals and messaging were in place, Melanie focused on ensuring her brand was cohesive across all platforms. She aligned her website, social media, and content to make sure that clients had a seamless experience no matter where they encountered her brand. Consistency fosters trust, and she wanted to eliminate any disconnect between different brand touchpoints.
Challenges and Lessons Learned
Letting Go of the Old Brand
One of the hardest parts of rebranding for Melanie was releasing the old version of her brand. She admitted that she tends to hold onto things when they’re working, even when she knows they need to evolve. Letting go of something familiar can be challenging, but she ultimately saw that clinging to outdated branding was holding her back from stepping into her next level.
Re-Educating Her Audience
Shifting a brand doesn’t just mean making changes behind the scenes—it also means helping your audience understand the new direction. Melanie found that it took time for her community to adjust, especially those who had been following her for years. She focused on clear communication and intentional messaging to bridge the gap.
Attracting the Right Clients
One of the biggest motivators for Melanie’s rebrand was attracting the right kind of clients—those who valued her expertise and were willing to invest in it. Once she refined her messaging and visuals, she noticed a shift in the type of inquiries she received. People who resonated with her new brand were more aligned with her offerings, reducing the need for convincing or negotiating.
The Impact of Rebranding
The results of Melanie’s rebrand were clear and immediate:
- Increased Confidence: She felt more excited to market her business, knowing that her brand truly represented her expertise.
- Easier Content Creation: With a brand guide in place, her team had clear direction on how to design graphics and marketing materials.
- Higher Conversions: Program enrollments doubled as her messaging resonated more effectively with her ideal audience.
- Clarity in Business Direction: By refining her brand, she was able to better articulate what she did and who she served, making it easier to attract the right clients.
What You Can Learn from Melanie’s Experience
If You’re Thinking About Rebranding, It’s Probably Time
Melanie’s biggest piece of advice? If the thought of rebranding has crossed your mind multiple times, you’re likely due for a change. That inner knowing is worth paying attention to.
Don’t Try to Do It Alone
She emphasized the importance of hiring experts. DIY branding can only take you so far, and bringing in professionals allows you to step into the best version of your business without the stress of trying to figure it all out yourself.
Your Brand Should Represent the Future of Your Business
Many business owners build brands based on where they are, rather than where they want to be. Melanie’s transformation was about stepping into the next level of her business, and she encourages others to do the same.
Final Thoughts
Melanie’s rebrand was more than a visual change—it was an energetic shift that allowed her to show up in her business with more confidence, clarity, and authority. If you’ve been feeling out of sync with your branding, take her advice: trust your instincts, invest in expert support, and create a brand that reflects where you’re going, not just where you’ve been.
Connect with Melanie
If you want to learn more from Melanie, visit MelanieBenson.com or follow her on social media. She also has a free quiz at MelanieBenson.com/BrandWise to help you assess whether your brand is aligned for success.