What Rebranding Taught This Accountant About Building a Stronger Business

Rebranding is more than just a visual upgrade—it’s a strategic shift in how a business presents itself, attracts the right clients, and reflects its evolving mission. I had the privilege of speaking with Keila Hill-Trawick, the founder of Little Fish Accounting, about her rebrand and the impact it has had on her business.

Keila is redefining what it means to run a modern accounting firm, integrating AI, strategic advisory services, and sustainable growth solutions for small teams. What stood out in our conversation was how deeply she considered her ideal clients throughout her rebrand—not just through marketing, but in every element of her business structure and service offerings.

The Evolution of Little Fish Accounting

From the beginning, Keila wanted Little Fish Accounting to be different.

“When we started, like a lot of accountants, we had kind of a buffet approach,” she shared. “If you needed anything accounting-wise, I could probably do it. I’d come up with a price and make it happen.”

But as her firm grew, she realized that not every service was equally valuable to her clients or aligned with her long-term goals. Her audience also evolved—she moved from serving general small business owners to focusing exclusively on professional service providers with small teams. She no longer wanted to provide one-off tax returns or bookkeeping; she wanted to offer comprehensive, year-round financial support.

And that’s when she knew her brand needed to change.

The Decision to Rebrand

Keila’s business was thriving, but her DIY branding wasn’t keeping up.

“The people that we are trying to attract at this new price point need to see something that reflects a visual representation of the value we’re bringing,” she explained. “And I couldn’t do that by myself.”

Her brand had to evolve to match the level of sophistication and expertise that her firm was offering. This wasn’t just about making her website look better—it was about aligning her entire business with the expectations of her ideal clients.

Leaving the DIY Brand Behind

One of the biggest challenges of rebranding was letting go of the brand Keila had built herself. “You have a personal connection when you’re the one who made it,” she admitted. “It was hard to hear that my logo wasn’t professional enough.”

But beyond the aesthetics, the hardest part was shifting away from serving the broader audience that had originally built her business.

“We were moving toward a level of client that already understood the value of strategic financial planning,” she said. “And that meant saying no to clients who just needed tax prep or bookkeeping.”

This shift also meant turning away paying customers—something that felt counterintuitive at first. “It was a weird adjustment to say no to people willing to pay me, but I knew it wasn’t the right work for us anymore.”

How the Rebrand Changed Her Business

The most immediate impact of Keila’s rebrand was a decrease in inquiries—but this was a good thing.

“We got way fewer inquiries, which I knew would happen, but it still made me nervous,” she admitted. However, the clients who did reach out were much more qualified, and her close rate increased significantly.

Her rebrand also refined her messaging. Before, her discovery calls were filled with her explaining her services from scratch. Now, potential clients come in already understanding what Little Fish Accounting offers, allowing her to focus on whether they’re the right fit rather than selling her services.

“The rebrand helped me get more confident,” she said. “Now, our discovery calls are more about clarifying details than explaining what we do.”

The Unexpected Challenges of Rebranding

One of the biggest surprises for Keila was how deeply the rebrand affected every aspect of her business.

“I thought it would just be a visual update,” she said. “But it changed everything—our website, our email marketing, our social media content, even our sales conversations.”

She also had to rethink the way she communicated her value. Instead of listing out services (e.g., bookkeeping, tax prep), she focused on what those services actually meant for clients. “We stopped saying, ‘We do bookkeeping’ and started saying, ‘We provide weekly financial updates with videos that help you understand your numbers.’”

Embracing the Future

Since rebranding, Keila has leaned into being both an accountant and a business owner.

“I started thinking about what I needed in my own business and using that to guide my services,” she said. This has helped her build out new resources, like templates and a resource library, for business owners who aren’t ready for full-service accounting but still need support.

Advice for Business Owners Considering a Rebrand

Keila’s biggest piece of advice? Know your why.

“If you’re making money, attracting clients, and things are running smoothly, why are you rebranding?” she asked. “Rebranding is an investment, and if you’re just doing it to make things look prettier, you’ll end up rebranding over and over again.”

Instead, she encourages business owners to rebrand when they’re making a strategic shift—whether that’s raising prices, narrowing their niche, or changing how they work with clients.

Final Thoughts

Keila’s journey shows that rebranding isn’t just about aesthetics—it’s about positioning your business for sustainable growth. By refining her brand, she has been able to attract the right clients, charge higher rates, and streamline her marketing.

If you’re considering a rebrand, take Keila’s advice: make sure you’re doing it for the right reasons, focus on your ideal client, and prepare for changes beyond just your website design.

To connect with Keila, visit Little Fish Accounting or follow her on Instagram at @littlefishaccounting. You can also find her on LinkedIn for more business insights.