Rebranding: Rejuvenating Yourself and Your Business, Part I

“Everyone has a brand, whether they know it or not.”

Many people do not realize that everyone has a brand. The unfortunate part is that your brand may not truly convey who you are. According to the American Marketing Association, branding is

“the process of creating a unique identity for your business that resonates with your target audience.” 

My philosophy on branding is similar, but I look at it like this: Branding is

Who you are, versus who people think you are.

Whether it is a personal or professional brand, if they do not resonate with your audiences, you will not receive the results you desire. So, after years in a business, or as an author, or in your side-hustle, is your brand working for you at full capacity? Are you only achieving partial results? Is something new needed?

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

Rebranding Yourself

Who I was 11 years ago when I founded MyWingman, LLC, is not who I am now. A core premise of my consulting practice is inspiration, so I had to recall a key principle when dealing with inspired leaders:

“Even a self-starter sometimes needs to start something new.”

I am also smart enough to know that “everything I know is not everything there is to know,” so through networking, I sought an external perspective. BrandFace was the company I chose for this mission, and what impressed me from the start was that I was not told I needed an extreme makeover or to start over from scratch. We used what I had already established, and that began with rebranding myself.

How to Rebrand Yourself

Little things have a great impact, but sometimes we only see what we want to see. I am 11 years older, wiser, heavier, and look different. I needed new professional photos. My first recommendation is:

1. Do not simply get a headshot; have a package of professional photos taken. The traditional headshot photo is great for my business and on LinkedIn, but I wear many different hats: an author, a speaker, an executive business coach, a corporate trainer, etc. Each of these has a slightly different persona, which leads to my second recommendation:
2. Know what personal image or brand you want to communicate. I often wear business attire and like vests. Some people are partial to bow ties, others prefer no ties, while others accessorize with various jewelry and hairstyles. Vests allow me to dress up or dress down, be formal or informal. It all depends on my environment, which is my third recommendation:
3. Always know where you are on the battlefield. Combat operations do not always require wearing full armor, and neither does business. Because we dress for success, that means wearing the proper attire at the proper time and place without losing the essence of who you are.

The Final Analysis

You notice I did not write anything about going to the gym, getting lipo, or buying a new wardrobe. Rebranding yourself starts with knowing who you are and what you represent. That was how BrandFace began the process: by ensuring I knew who I was. Rebranding rejuvenated me and helped me pursue my business differently. By the way, I am not selling a product; I am inspiring an idea or principle to help improve your business. Whether you use a company or attempt to rebrand yourself, make certain you know where you want to go with the process. In Part II, I will discuss subtle yet powerful changes I made in rebranding my business.

Do you need a rebrand?

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