When it comes to branding, change is inevitable. Whether you’re evolving as a business owner, shifting your services, or refining your message, rebranding can be a crucial step in the journey. I recently had the pleasure of talking with Emily Kim, a brand photographer and educator, about her own rebrand experience. She shared invaluable insights into what it takes to go through multiple iterations of a brand, how to know when it’s time for a change, and the impact a well-thought-out rebrand can have on your confidence and business growth.
From DIY to Professional Branding
Emily’s brand has gone through three main phases.
- The DIY Stage: As a software engineer by background, Emily built her first website entirely on her own, including writing all the code. However, she quickly realized that just because she could do something didn’t mean she should.
- The Semi-Professional Stage: She then hired a designer to create a logo while handling the rest of the branding herself. This was an upgrade but still lacked full strategic cohesion.
- The Full Rebrand: Finally, she invested in a professional designer to overhaul her entire brand. This was a game-changer, as it brought a level of polish and strategy that she couldn’t achieve alone.
Rebranding doesn’t have to happen all at once. Emily’s experience highlights how many business owners take a gradual approach based on their budget and needs at different stages.
Letting Go of the Old Brand
One of the biggest hurdles in rebranding is detaching from what you’ve built—especially if you’ve done it yourself. Emily admitted to feeling a sense of pride and attachment to her original designs. “I liked what I did,” she shared. But once she saw her designer’s proposal, she knew she had made the right decision.
It’s natural to hesitate before making a change, but holding onto something that no longer serves your brand can be limiting. A well-executed rebrand can elevate your business to match your growth and expertise.
The Importance of Strategy in Professional Branding
A major revelation for Emily was the role of strategy in branding. While she had chosen colors she liked, they weren’t necessarily effective in communicating her brand’s message. Her designer helped her select colors that not only reflected her aesthetic but also worked together harmoniously.
“I picked maybe five colors, and I couldn’t pair each of them together,” Emily said. “When my designer gave me the colors, she showed me how I can pick any one of them, put it with another, and it still works.”
This kind of strategic thinking ensures that a brand is not only visually appealing but also cohesive and functional across all platforms.
Overcoming Challenges in Rebranding
While Emily had no regrets about her rebrand, she did experience an “oh, crap” moment when her designer pointed out that her Pinterest inspiration board didn’t align with her personal style.
Her designer asked her to stand up and look at what she was wearing—an olive green sweater and black denim. In contrast, her Pinterest board was filled with bright, rainbow-colored designs. “I put on it what I thought my brand should be like, not what was an actual representation of me,” Emily realized.
A good designer will help you align your brand with who you truly are, preventing you from ending up with something that feels out of place just a few months down the road.
The Impact of a Thoughtful Rebrand
The most immediate benefit of Emily’s rebrand was confidence.
“I feel so good about anything I post. It’s hard to describe until you actually have it, but things are just so much easier to put together.”
Having a clear brand guide eliminates the guesswork in designing marketing materials, choosing website elements, or making content decisions. Rather than spending time experimenting in Canva, Emily can now confidently apply her brand’s colors and fonts without hesitation.
SEO & Business Growth Considerations
One key decision Emily made post-rebrand was to separate her photography and coaching services into two different websites. This choice not only provided clarity for potential clients but also improved her search engine optimization (SEO).
“It doesn’t make sense to keep them on the same domain under Emily Kim Photography,” she explained. Having distinct websites allows her to optimize each for specific keywords without confusing Google—or her audience.
Advice for Those Considering a Rebrand
Emily shared three key pieces of advice for anyone thinking about rebranding:
- Just because you can do it yourself doesn’t mean you should. Designers bring strategy and expertise that can take your brand to the next level.
- Find a designer you vibe with. The best branding projects happen when there’s strong communication and trust between the business owner and the designer.
- Plan ahead. Many top designers book out months in advance, so don’t wait until the last minute to start your rebranding process.
Final Thoughts
Rebranding is more than just a visual refresh—it’s about aligning your business’s external image with its internal growth. Emily’s experience demonstrates how a well-thought-out brand can boost confidence, streamline marketing, and support long-term business expansion. If you’re feeling disconnected from your brand, it might be time to explore whether a rebrand is the right next step for you.
To connect with Emily, you can find her at @emilykim.co on Instagram, in her Facebook group Profitable Creatives, or on YouTube at Emily Kim Co.
