Branding isn’t just about visuals—it’s about confidence, alignment, and stepping into the future of your business. In this episode of the BrandWise podcast, I had the pleasure of speaking with Kira La Forgia, the founder of Paradigm, about how her rebrand transformed her business and positioned her as a leader in the HR space for small businesses.
Kira dropped some serious wisdom throughout this conversation, so I’m excited to highlight the key takeaways that will help you rethink your brand, your website, and how you show up for your business.
From DIY Beginnings to a Strategic Rebrand
When Kira first launched Paradigm, branding wasn’t her top priority. Like many entrepreneurs, she bootstrapped her visuals, sent a designer a Pinterest image, and took what she got in return. It wasn’t bad—it worked for a while—but over time, she realized that what she had created no longer reflected the business she was building.
Her first branding decisions weren’t strategic. They were simply aesthetic choices that felt good at the time. But as Paradigm grew, Kira saw the disconnect. The colors, the fonts, and the overall brand presence didn’t reflect her expertise, her team, or the high-value services she was offering.
That’s when she knew it was time to evolve.
The Catalyst for Change: When You Know It’s Time to Rebrand
Kira’s realization wasn’t just about visuals—it was about growth. She was no longer running a one-woman consulting business. She had a team. She had developed new service offerings. She had built a reputation. But her branding wasn’t keeping up with her success.
And then, she decided to launch a podcast.
That was the moment she knew she had to take things seriously. If she was going to step into a bigger role in the business world, her brand needed to match her expertise. She couldn’t afford to look like a scrappy startup anymore. She needed a brand that reflected her authority and credibility.
The Power of a Confident Brand
One of the biggest transformations Kira experienced after her rebrand wasn’t just in the aesthetics—it was in her confidence.
- She felt proud to send people to her website.
- She saw an increase in inquiries and client conversions.
- Her messaging became clearer, making it easier for potential clients to understand her value.
- She attracted higher-quality leads who were ready to invest in her services.
Kira compared it to hiring a top-tier employee—her brand started doing the heavy lifting for her, filtering out the wrong-fit clients and making her sales process smoother.
Lessons from the Rebranding Process
Throughout the episode, Kira shared several key insights that every business owner should consider before embarking on a rebrand:
1. Your Brand Should Match Your Vision, Not Just Your Aesthetic
Kira’s first brand was based on an aesthetic she liked, not on a strategy. Her rebrand was different—it was built with intention, designed to match where Paradigm was heading, not where it had been.
2. Hiring Experts Makes a Difference
She admitted that early on, she tried to do everything herself—building her own website, choosing colors, and piecing things together. But when she invested in expert designers and strategists, the transformation was undeniable. She emphasized how much time, stress, and second-guessing she saved by trusting professionals.
3. Confidence in Your Brand Changes Everything
Before the rebrand, Kira hesitated to send people to her website. Afterward, she couldn’t wait to direct potential clients there. That confidence translated to higher conversions and more impactful interactions with her audience.
4. Don’t Be Afraid to Let Go of What No Longer Serves You
At first, she wanted to bring elements of her old brand into the new one—maybe a color or a small design cue. But once she saw the fresh brand direction, she realized those elements didn’t belong in the future of Paradigm. Letting go of the past allowed her to fully embrace the business she was becoming.
5. A Good Brand Strategy Pays for Itself
Kira shared that shortly after launching her rebrand, she had her best sales month ever. The impact of a well-executed brand strategy wasn’t just in perception—it was in revenue growth. Clients saw her as more professional, more legitimate, and more worth the investment.
Final Thoughts: If You’re Thinking About Rebranding, It’s Probably Time
Kira’s biggest piece of advice? If you’re even thinking about a rebrand, it’s probably time to do it.
Once the thought enters your mind, it’s hard to shake. That’s because deep down, you already know your brand isn’t fully aligned with your vision. And if you’re serious about growing, it’s worth making the investment.
Branding isn’t just about looking good. It’s about positioning yourself for the next level of success. If your website, visuals, or messaging don’t feel right anymore, don’t wait—step into the brand that reflects where you’re going, not where you’ve been.
Connect with Kira
If you loved Kira’s insights and want to learn more about her work, you can connect with her at Paradigm or follow her on Instagram at @paradigmhr. You can also check out her podcast for even more HR and small business insights.
This was one of my favorite episodes because Kira didn’t just share a rebrand story—she shared a blueprint for business evolution. If you’re at a crossroads with your brand, take her advice: trust the process, invest in experts, and step into the business you’re meant to build.
