Rebranding can be a pivotal moment for any business, and today, I’m excited to share the journey of Melissa Azaro, also known as The Hormone Dietitian. Melissa is an award-winning registered dietitian and nutritionist who specializes in helping women manage hormonally driven conditions like PCOS, endometriosis, and menopause.
Melissa rebranded a few years ago, and since then, her business has grown in ways she never imagined. She also shared how branding is an ongoing process—even years later, she’s considering small tweaks to her color palette. Her story is a great reminder that branding isn’t static; it evolves as we do.
Finding the Right Niche as a Dietitian
Melissa is a prime example of someone who has fully embraced her niche. Whenever I work with clients hesitant about narrowing their focus, I point them to Melissa. Her commitment to working with women on hormonal health has made it incredibly easy for people (including me!) to refer her.
While some worry about being too niche, Melissa notes that PCOS alone affects 10-20% of reproductive-age women. “It’s a niche, but it’s not small,” she explains. Choosing a name like The Hormone Dietitian allowed her to start with PCOS but left the door open for expanding into broader hormonal health topics over time.
From Avocado Grove Nutrition to The Hormone Dietitian
When Melissa launched her business in 2017, she initially branded herself as Avocado Grove Nutrition—a name inspired by her love of avocados and a play on her last name at the time. Her branding was fresh and natural, featuring a tree logo and earthy tones. Like many entrepreneurs, she started with DIY branding—creating a Wix website and a Canva logo.
However, as her business grew, she realized her brand needed to grow with it. She wanted to reach a larger audience beyond local private practice clients and started optimizing her online presence. One of the biggest turning points was renaming her Instagram handle to The Hormone Dietitian—a strategic decision that led to a significant increase in visibility and engagement.
“I kind of tell people the name chose me,” Melissa says. “The second I made that change, my Instagram took off.”
But there was one problem: people knew her from Instagram, but they couldn’t find her website because it was still under Avocado Grove Nutrition. That’s when she decided it was time for a full rebrand.
The Rebrand Process as a Dietitian
Melissa went all in with her rebrand, working with a graphic designer for a new logo, updating her brand colors, and even hiring a photographer for new brand photos. While a full rebrand isn’t always necessary, she felt that for her luxury, high-end brand, launching everything together made the most sense.
Her new brand reflected the high-quality client experience she offered. “I didn’t want to launch it piecemeal with outdated photos or a half-finished website. That wouldn’t have represented the level of service I was providing,” she explains.
The Challenges of Rebranding
While Melissa had no emotional attachment to her old brand, the technical side of rebranding was a challenge. Updating business documents, social media handles, and redirecting emails took time. Even with help, there were hiccups—like when she realized she wasn’t receiving emails for several days after launching her new website.
Thankfully, with some troubleshooting, everything was sorted out, and the transition was completed successfully.
The Impact of Rebranding
Melissa’s rebrand has played a major role in the growth of her business. Her SEO rankings improved, and organic searches now bring in a steady stream of website traffic. While Instagram remains her top traffic source, having a strong, cohesive website has been a game-changer.
One of the biggest perks of her well-established brand? She was approached by a publisher for a cookbook deal—without ever pitching herself. “They found me,” she says. “I didn’t do any outreach. They came to me because of my brand and online presence.”
Evolving as a Business Owner and Dietitian
Since her rebrand, Melissa has continued to refine her brand and business strategy. She’s expanded into new areas like perimenopause and menopause while maintaining a cohesive brand identity.
She’s also learned the importance of thinking of her brand as an entity separate from herself. “As a solo business owner, it can be hard to separate yourself from your brand,” she shares. “But making decisions based on what’s best for the brand—not just for me personally—has been a helpful mindset shift.”
Advice for Dietitians Considering a Rebrand
Melissa’s biggest piece of advice? Think long-term.
“Rebranding is a lot of work, and you don’t want to be doing it every two years. Really think through what you want your brand to be so that it can grow with you over time.”
She also warns against constantly changing business names or branding on a whim. “I see dietitians switching social media handles every two years, and it’s confusing. People need consistency to build trust.”
While small updates—like adjusting brand colors for readability—are normal, the core of your brand should be something that can stand the test of time.
Final Thoughts
Melissa’s journey is proof that rebranding isn’t just about aesthetics—it’s about positioning yourself for long-term growth and success. Her strategic decisions have helped her scale her business, land a book deal, and continue evolving as a trusted expert in her field.
If you’re considering a rebrand, take Melissa’s advice: think ahead, choose a name that allows for growth, and invest in branding that truly represents your expertise.
To connect with Melissa, visit The Hormone Dietitian or follow her on Instagram at @the.hormone.dietitian. If you’re a dietitian looking for business and marketing tips, check out her secondary account, @themarketingdietitian.
