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Rebranding with Purpose: Lessons from Changing My Name and My Brand

Brand Transformation

Over a decade ago, I made a choice that would redefine my personal brand: I changed my name. For eight years, I had built my career as Laura Schneider, but as Laura Lake, I wanted to create something more memorable and accessible. Changing my name wasn’t a snap decision—it was a move I thought through carefully, understanding that it would impact how I marketed myself and how others perceived me.

Rebuilding Your Brand with Intention

I approached the rebranding process strategically, step by step. But here’s the reality: no matter how thorough your planning, you can’t anticipate every challenge. My name change wasn’t tied to a major life event like marriage or divorce—it was a conscious decision to align my brand with something simpler, easier to spell, and easier to remember. As I expanded my business, I realized the importance of being easily found. Too often, people struggled to spell or pronounce my previous name, and I didn’t want that to be a barrier to growth.

Testing the Waters of Change

Before making any big announcement, I decided to experiment. I started using my new name in emails and other communication without explanation. My goal? To see how my team and colleagues would react. Would they ask questions? Would they quietly adjust? The results were telling. Some embraced the new name without a second thought, while others were hesitant, seeking clarity before making the switch. This test underscored the importance of communication when making any brand transition—people need a clear understanding of why the change is happening to fully embrace it.

The Power of Brand Loyalty

Why is this experience relevant to brand leaders and managers? Because we often underestimate how deeply connected people are to the brands they trust. Take Coca-Cola’s notorious “new Coke” experiment in 1985 as a cautionary tale. Despite a $4 million investment in market research, the launch was met with public backlash, and Coca-Cola had to reintroduce the original formula just 87 days later. The company’s mistake? They focused too much on the product and overlooked the emotional connection their customers had to the brand.

Key Lessons for Rebranding

Successfully rebranding isn’t just about changing a logo or a name—it’s about managing the emotional journey that your customers and team will go through. Whether you’re considering a major change or a subtle refresh, here are a few takeaways from my experience:

  • Plan, but stay flexible. Even the best-laid plans won’t cover every eventuality. Be ready to adapt as new challenges emerge.
  • Test before you leap. Just like I tested my name change with my team, consider running small-scale experiments to gauge reactions before making a full transition.
  • Communicate clearly. Don’t assume people will automatically understand the change. Provide a clear narrative for why you’re rebranding, and give them time to adjust.
  • Focus on loyalty, not just the new. A brand isn’t just a name or logo—it’s the relationship people have with your company. Ensure that any changes you make strengthen that relationship, not weaken it.
  • Listen to your audience. Whether it’s colleagues, customers, or clients, pay attention to their feedback. They are your compass, guiding your brand in the right direction.

Final Thoughts

Rebranding can be a powerful tool for growth, but it’s not just about updating your outward appearance. It’s about preserving what your brand stands for, while moving toward a better, more aligned future. Start with a clear vision, a thoughtful approach, and a deep respect for the people who have supported you along the way. Listen closely to their needs, and they’ll stick with you as you evolve.

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