After 24 years in business, I’ve finally decided to rebrand in anticipation of my 25th year in business. This is a best practice I tell many of my clients to consider, and I am taking some of my own medicine.
But this isn’t just a new logo or a shinier website. It’s deeper than that.
I’m not rebranding to become someone new—I’m rebranding to let go of everything I no longer am.
If you’ve followed my work, you know I’ve built a reputation helping other companies through moments of growth and transition: post-merger realignment, leadership change, succession prep, mission redefinition. But this year, I turned the mirror on myself and asked: what’s actually still true about my brand? What’s working? What’s not?
And most importantly—what’s no longer me?
That’s where real clarity can begin.
See, after decades in the branding world (and a few too many personality tests and overpriced workshops), I’ve realized that discovering who you are isn’t nearly as helpful as getting clear on who you’re not. Identity—personal or professional—isn’t about stacking on more adjectives and affirmations. It’s about subtracting what no longer fits.
What started this reflection was the slow, creeping feeling that Agency BEL—originally short for Beauty, Energy, Love—no longer held the same meaning in my day-to-day work. It served me well when I first launched: a creative rebel leaving big agency life behind to start something personal and powerful. But now? Now I’m doing CMO-level work for professional service firms. Now I’m helping $5M+ companies align for their next stage of growth. And “Beauty, Energy, Love” just isn’t the center of gravity anymore.
The truth is, I’ve outgrown the brand I started with—and that’s not failure. That’s evolution.
So here I am: subtracting.
I’m saying no to the watered-down version of branding, the one that’s all fluff and fonts.
I’m saying no to being “for everyone.”
I’m saying no to buzzwords I no longer believe in.
I’m saying no to hiding the parts of myself that don’t fit into a tidy LinkedIn box.
Because here’s what I’ve learned from helping other companies rebrand: a strong brand is not just about what you say yesto—it’s defined by what you’re willing to say no to.
And that’s what this rebrand is for me: a declaration of “nope, not for me.”
I’m building a new version of my brand that’s grounded in the clarity that comes from almost a quarter-century of doing the work. It’s more strategic. More grown-up. But still a little irreverent. And it’s aligned with the clients I serve best: successful businesses in transition who need a partner that’s not afraid to challenge assumptions, name the hard truths, and help them subtract what’s no longer serving them.
So if you’re in the middle of your own transition—whether as a founder, a leader, or a brand—it might be time to stop asking “Who am I?” and start asking the real question:
Who am I not?
The answer to that might just be the beginning of your most authentic brand yet.
Want help aligning your brand with your business strategy? Let’s talk. www.agencybel.com
Are you five (or ten) years into your business and realizing your brand no longer fits? You’re not alone—and you don’t have to navigate this shift alone either. Let’s talk about what’s next.