Rebranding won’t fix your identity crisis.
5 mindset shifts to make right now.
I know this is true. I’ve been there myself. Caught yourself scrolling through visual references at 2 am, getting the urge to change your brand colors, wondering if your font is “so last year”, tweaking your bio again, dreaming of a “fresh start” for your creative business… Yes. You’re not alone.
But I’m not writing this to give you a warm hug. I’m writing this to open your eyes. Those “impulses” aren’t always signals that you need a rebrand. Often, they are signs that you’ve changed.
You are not the same person you were when you started. Even if it was 6 months ago. Your ideas, vision, your voice, your inner world have shifted. Yet the version of your brand you’re still trying to figure out is based on the older you. The one that made sense at a previous level of growth.
So you make changes. More “modern” visuals. A new tagline. A “fresh” website. The goddamn portfolio. And for a moment, it feels good. But soon you wake up and it still doesn’t feel quite like you. The anxiety returns. You think: “Maybe it needs something extra”. So… You chase the next rebrand. Again.
The issue isn’t how your brand looks, but who you are beneath it.
The deeper truth: identity vs. appearance
As one grows, the shadow self (the parts you kept hidden) often demands recognition. When you evolve, the old version of you calls out: “Who are you now?” When you don’t answer it, you carry internal conflict into your brand. Your visuals might change, but the skeleton of your identity hasn’t been re-examined.
Brands are living systems. They don’t only live in logos and colors. They live in stories, values, behaviours, perception. When your inner self moves on but your brand doesn’t, you end up with a façade that’s out of sync. And hence why you’re chasing the next “image”.
Rebranding cannot heal that internal turmoil. You can bring up a new design on top, but the cracks will show in experience, voice and consistency. When the change is only skin-deep, the root problem stays unaddressed.
When you’re tempted to “redo everything”, ask yourself:
Am I changing this because my inner world has expanded… or because I feel behind?
Am I redesigning my brand so that it hides who I’ve become… or so it reveals who I am now?
Will this change fix how I feel about showing up… or will it just give me a new façade to worry about?
Have I done the inner work so that the outward work actually lasts?
You don’t always need a new brand. You often need a new view of yourself.
5 mindset shifts to make right now:
Skip the “rush to aesthetic”: before you change visuals, check the story beneath them.
Own your evolution: instead of hiding your growth, let it become part of your message.
Stop treating brand as decoration: treat it as architecture. The bones matter.
Be consistent with your inner state: your tone of voice, your values and your presence must match where you are.
Integration over iteration: one strong version that reflects you > endless refreshes that reflect doubt.
If you’re ready for that level of truth…
Soon I will host my only and last event of 2025: The Brand X-Ray Workshop, a 90-minute, intense and intentional workshop where we dig into the substance beneath the visuals. We examine where you’ve been carrying energy that’s no longer yours, and build the structure that allows your next version to show up: confident and connected to your creativity.
✨ Join the waitlist (it closes today). Limited spots, so everyone gets hands-on support. You get 40% off for waitlist-only (from 99€, you pay 59€), plus entry into the giveaway for a 1:1 session with me (valued at 222€). Oh, also a 7-day challenge afterwards, so you keep on implementing what you’ve learned. Well, you can pick moodboards (again) or this. You choose.
Thank you for reading.
Yoli
