Rebranding is often about more than just a new look—it’s about stepping into a new phase of business that better aligns with who you are and where you’re headed. In this episode of the BrandWise podcast, I spoke with Victoria Boyd, a no-nonsense marketing strategist who recently underwent a full rebrand. Her journey is a perfect example of how branding evolves alongside personal and professional growth.
The Evolution of Victoria’s Brand
Victoria has been in the online space since 2016, but her brand’s origins go back even further. Like many business owners, her brand started as a personal portfolio, gradually shifting into something much bigger. She recalls designing her first website in 2012 for a college application. Over the years, that site morphed through multiple iterations as she moved from student to freelancer to full-time entrepreneur.
By 2018, Victoria had built a thriving business, yet her branding was still a patchwork of past decisions—logos created by her sister, colors chosen on a whim, and fonts picked without much strategy. She describes it as “duct-taped together.” While the business itself was growing, her brand felt outdated and no longer reflected her expertise.
The Moment She Knew It Was Time for a Rebrand
For Victoria, the realization struck while she was traveling in London. Standing in Neal’s Yard—a vibrant, colorful alleyway—she had an epiphany: This is what my brand should feel like. The colors, energy, and eclectic aesthetic of the space resonated deeply with her, in stark contrast to the structured, corporate-leaning identity she had been maintaining.
That was the moment she knew she had outgrown her current branding. It wasn’t just about a new logo or color palette; it was about shedding an old version of herself and fully stepping into the business owner she had become.
The Rebranding Process
Victoria initially considered DIY-ing her rebrand, as many entrepreneurs do. But after some research, she realized that hiring a designer would provide the strategy and cohesion she needed.
She spoke with multiple designers before choosing one who wasn’t necessarily an expert in her desired aesthetic but who truly understood her vision. “The connection on that discovery call was the deciding factor,” she said. Despite the designer’s portfolio being different from her ideal style, she trusted their ability to translate her vision into a cohesive brand identity.
The final result? A dynamic, colorful brand that represents her personality and business direction, with multiple colors that allow different aspects of her work—like her podcast and membership—to have their own distinct yet cohesive look.
Like any big project, Victoria’s rebrand wasn’t without its hurdles. One of the biggest challenges was articulating her vision. “I didn’t know how to put it into words,” she admitted. “I had a feeling, a vibe I wanted, but I struggled to describe it.”
Her designer played a crucial role in extracting that vision, helping her clarify the messaging and aesthetic she wanted to convey. Another challenge was resisting the urge to keep tweaking things endlessly—something many of us can relate to when working on our own brand.
The Impact of the Rebrand
Since launching her rebrand, Victoria has felt a newfound confidence in her business. The rebrand allowed her to:
- Trim outdated offerings and simplify her services
- Feel more aligned with her messaging and marketing
- Show up more confidently online
- Create a cohesive brand ecosystem where each service and product has its own identity while still fitting within the larger brand
Most importantly, she no longer hesitates to send people to her website. “Before, I didn’t love my site, so I avoided sending people there. Now, I’m proud of it,” she shared.
Advice for Business Owners Considering a Rebrand
Victoria’s biggest piece of advice? View your rebrand through the lens of your audience, not just your own preferences.
“It’s not about what you like—it’s about what communicates your value to your audience,” she emphasized. Every design choice, from fonts to colors to imagery, should align with how you want your audience to perceive your brand.
She also encourages business owners to trust the process and seek expert help when needed. “If you’re feeling disconnected from your brand, it’s time to explore what needs to change. And if you don’t know where to start, talk to a professional who can help guide you.”
Final Thoughts
Victoria’s story is proof that rebranding isn’t just about aesthetics—it’s about stepping into the next phase of your business with clarity and confidence. Her journey from a patchwork brand to a cohesive, strategic identity demonstrates the power of rebranding when done with intention.
If you’re ready to rebrand and align your business with your next stage of growth, take Victoria’s advice: focus on your audience, trust the process, and don’t be afraid to go all in.
To connect with Victoria, visit Victoria H. Boyd or check out her podcast, Strategies That Stack, at strategiesthatstack.com. You can also subscribe to her Saturday Marketing newsletter for insightful marketing tips.