Rebranding: Rejuvenating Your Business, Part II

“Every organization has a brand, whether they created it or not.”

There’s almost nothing better than having positive brand recognition. Unfortunately for many companies, their negative reputation has become their sullied brand. Some publicity or exposure is not always better than none. Businesses can sometimes share a few human characteristics: They can evolve and grow or devolve and wither away. Fortunately, when I decided to rebrand, my business did not require an extreme makeover. What I had was understandable, but it needed to be clearer, more concise, and uniquely identifiable. This required me to change many of my longtime, well-thought-out, and deeply personal business attributes.

(Click the pic to view the full rebrand featured story)

Rebranding Your Business

Making rebranding changes can be complex. Some changes were recommended by my branding consultant, while others I identified as needed. I offer a few recommendations on rebranding to rejuvenate your business/company.

1. Copyright your logo. On the advice of counsel, I purchased the rights to the Eagles in the MyWingman, LLC photograph in perpetuity. I needed to display ownership and have placed the copyright indicator on the picture to match the one for the name, tagline, and unique identifier.
2. Update your Brand Identifier. I transitioned from “Helping Leaders Design Legacies That Last (c)” to “Inspiring Legacies That Last (c).” This change should have occurred in 2019 or 2020 with the release of my book, Inspired, Not Retired. The title changed my messaging from simply helping to inspiring, a subtheme of legacy. It also shortened the verbiage.
3. Create a Descriptive Tagline. While my signature framework, The Randolph Roadmap for Inspired Leaders, is catchy, what does it mean for the client? It offers a journey to Find Your Purpose, Fulfill Your Mission, and Forge Your Legacy. Fervent Success should be the result.
4. Improve the Powerbase of the Business. Founder, as the standalone title, better conveys the company’s structure and power base. I created the company, rather than being hired to lead it.
5. Tell your story. For SEO purposes, “About Us” is the standard vernacular used on websites. It may not fully ‘tell your story.’ Just like some of the character Origin Stories in television shows and movies, we all have one. Everyone was inspired by something or someone.
   • What inspired you to do what you do?
   • Do people know your story?

I have shared my story repeatedly in 2026, and it has received very positive responses. Are you sharing your story for the quick results or strategically?

Playing the Long Game

I learned a while ago that

“What got me here may not get me where I want to go.”

If you are looking for flash-in-the-pan instant success, unless you have celebrity power in your corner, do not waste your time forming a business. However, if you plan to offer your products and/or services for the long term, it may not hurt to re-examine your brand to determine whether it needs rejuvenation.

Is your brand aligned with your mission, vision, values, and goals?

Does your current brand continue to stand out from the crowd?

Do you know what your brand is?

For answers to those and other leadership questions, Let’s Chat. I offer a one-hour consultation at no fee to start the conversation about the roadmap to inspiring legacies that last (c).

Rebranding (2026). What Is Branding? Complete Guide for Marketers in 2025. American Marketing Association.