Feeling disconnected from your business?
Overwhelmed by the options to upgrade how it looks & feels—or tempted to burn it all down and start fresh? 😅 I get it, have done it, and lived to tell the story!
**Spoiler alert: Don't burn it all down!
This piece will guide you through two powerful strategies—repackaging or reinvention—to help you reconnect, realign, and build the sustainable brand you’ve always dreamed of.
Updated January 24, 2025.
Have you ever felt like your brand no longer reflects who you are—or worse, like it’s holding you back from where you’re meant to go? The truth is, the person you were when you started your business isn’t the same person you are today.
And that’s a good thing.
Reinvention isn’t just a strategy; it’s an opportunity. It’s the process that doesn’t just make room for your growth—it welcomes it.
But many business owners resist it.
Instead, they stick to repackaging—a quick fix that polishes the surface without addressing the deeper shifts that have happened within.
Here, we’ll unpack both strategies, talk deeply about evolving, and introduce you to the possibility of building a legacy brand—a brand that grows with you, honors your evolution, and ensures your work will be remembered for years to come.
Reinvention is the key to leaving an intentional legacy through your brand.
To Live is To Evolve: Will You Rise to the Occasion?
5 Signs Your Invitation Has Arrived
Repackage the Exterior to Gain Fresh Momentum
Reinvent The Whole to Produce Something New
How to Know If You Should Repackage or Reinvent? The One Word That Holds Your Answer
Reinvention Is the Strategy To Build Your Legacy Brand
Every new experience in life offers us fresh perspectives, new insights, and the chance to become who we’re meant to be.
But if we’re being honest, most of us don’t greet change with open arms.
I’m not the type to see it coming and run out to meet it halfway.
Nope—I’m the one who turns off the lights, mutes Netflix, and hopes it doesn’t notice I’m home.
Sound familiar?
As women in business, though, we can’t afford to hide from change. Life will always show up with fresh lessons and unexpected shifts. And when it does, our businesses WILL feel it.
-OPRAH WINFREY
Change is inevitable.
It’s uncomfortable—even for the most self-aware among us—but it’s also necessary.
Whether we like it or not, the two are connected.
Instead of seeing this connection as a burden, what if we designed our brands to embrace it? A business that grows with you doesn’t just adapt to change—it thrives on it. That’s where the magic of reinvention lies.
Every business owner’s journey is unique, but there are telltale signs that your next chapter is calling. These moments often start as small nudges—flashing lights you might overlook because you’re busy with client delivery, relationships, and, well, life “life-ing.”
But I want you to be aware of the signs, even in the midst of your busy life. Here are 4 key signs it’s time to embrace evolution. As you read, take note of what resonates with you.
You’ve evolved, but your brand hasn’t. You’re bursting with new ideas, experiences, or revelations that could help others, but you keep pushing them aside because they feel “off-brand.”
SIGN #1
FOR EXAMPLE:
You’re multi-talented and know your current business model isn’t the FULL extent of what you’re meant to do in life. The call to pivot feels stronger every day, but you don’t know how to act on it strategically.
SIGN #2
FOR EXAMPLE:
You love what you do, but you’re tired of trading your time for money. You dream of diversifying your income through teaching, speaking, or creating scalable offers.
SIGN #3
FOR EXAMPLE:
There’s a group of people you feel called to help, but you’re unsure how to integrate this purposeful work into your current business model.
SIGN #4
FOR EXAMPLE:
Let’s explore both strategies and find the right fit for you.
If any of these signs resonate, they’re a clear signal: you’re ready for evolution.
The question is, how will you respond? You don’t have to burn it all down or start from scratch (trust me, I’ve learned that the hard way).
Instead, there are two proven strategies that can help you step into your next chapter: repackaging or reinvention.
Both can transform your business into something that feels deeply aligned with the person you’ve become—and the legacy you hope to 1 day leave behind.
OPTION #1
If you’re a leader in your field but feel like your brand isn’t keeping up with the competition—or doesn’t reflect the polished, powerful expert you’ve become—it might be time to repackage your brand.
Some typical updates in a repackaging process include:
Repackaging focuses on elevating your brand’s visuals, messaging, and marketing to stand out in a crowded marketplace. It’s not about reinventing who you are or redefining your core mission—it’s about refining your external presence to match your expertise.
Repackaging is perfect for those who feel their brand looks outdated or lacks the competitive edge needed to attract their dream clients.
Repackaging offers several advantages for experts looking to elevate their brand:
Repackaging typically involves updating the exterior of your brand. It rarely involves a deep dive into your foundational brand truths, like your mission or vision.
For this reason, it’s often used by businesses whose core identity remains the same—they just need a facelift.
Let’s look at two examples.
"Repackaging," often referred to as rebranding, is all about refreshing the external assets that represent your business. It’s a strategic move to align your brand with current market trends, meet the demands of your ideal audience, and elevate your presence in your industry.
In 2019, Dunkin’ dropped “Donuts” from its name and updated its visual identity.
Why did they feel this was necessary?
They recognized that customers wanted more from their coffee experience, including expanded menus to compete with brands like Starbucks.
While the external presentation changed, Dunkin’s core mission and values remained intact—making this a textbook example of repackaging.
To better align with market demands.
Marie Forleo, a beloved figure in the online business world, has gone through several rebrands.
From 2015 to today, her visuals, website, and social profiles have been updated multiple times to stay fresh and relevant.
Each rebrand reflects a simple repackaging to align with her audience’s evolving tastes.
See below Marie's 2015 website (1st photo), compared to the same website years later (2nd photo in 2018, and present day, 3rd photo in 2025).
But her foundational message and values have never changed.
While repackaging is powerful, it does have limitations—especially for personal brands like yours. Here are a few of them.
1. Repackaging focuses on being market-driven.
Repackaging is often focused on aligning with the marketplace rather than your OWN personal evolution, as a person and a business. This can leave solopreneurs and visionary leaders eventually feeling disconnected from their brand.
2. Repackaging gives surface-level changes.
It doesn’t address deeper questions about your brand's identity, essence, or purpose. The goal is highlight the visuals as a means of being more competitive in the industry.
3. Repackaging often (poorly) mimics “Big Corporate Energy.”
Corporations like Dunkin’ thrive on customer-first strategies because they sell products, not personal services. As a coach, consultant, or solopreneur, your business needs to serve both your audience and YOU. People come to you because you're a real human with a real solution - not a corporation that they may feel intimidated to contact because of your "big corporate energy" vibes.
Repackaging is ideal if:
But if you feel disconnected from your business—or like your brand no longer represents the person you’ve become—it might be time for something deeper.
Let’s explore that next.
OPTION #2
Sometimes, the change you need isn’t surface-level. It’s deeper than a refresh—it’s a call to rebuild from the inside out. If you feel like your current brand no longer reflects who you’ve become, it’s time to explore the transformative process of reinvention.
Where repackaging focuses on external updates, reinvention starts with your inner truth. It’s about honoring that nudge—the one that’s been quietly urging you to step into a new version of yourself.
Reinvention challenges you to shake things up, rediscover who you are, and build a brand that fully aligns with your growth, both personally and professionally.
Reinvention is a journey of self-discovery, growth, and courage, but the rewards are unmatched.
Reinvention is not about tweaking what’s already there—it’s about creating something entirely new. It’s a process that invites you to:
Before she was a celebrated author and podcast host, Gretchen Rubin was a lawyer working for a Supreme Court Justice. Though she wasn’t unhappy in her career, she felt a growing pull toward writing—something she had always loved.
Gretchen honored that nudge and reinvented herself, becoming one of the most respected voices in personal development.
"At this point, I’d rather fail as a writer than succeed as a lawyer. I needed to try."
In her own words:
Maya Angelou’s life was a masterclass in reinvention. From her early days as a dancer and singer to becoming a renowned author, poet, and activist, she embraced every chapter of her evolution.
She once said her curiosity and commitment to self-discovery guided her reinventions. Her legacy is a testament to the power of courageously stepping into the unknown.
Reinvention offers profound rewards, especially for corporate leaders, consultants, and multi-faceted CEOs. Some of them are:
1. Alignment with Purpose:
You’ll feel deeply connected to the work you’re doing, knowing it reflects who you truly are.
2. Authenticity In Full Effect:
Reinvention allows you to show up fully as yourself, building a brand that feels REAL and inspiring.
3. Confidence in Your Voice
As you embrace your evolution, you’ll find the courage to take up space and share your unique perspective.
4. Opportunities Aligned with Your Growth:
By stepping into your true self, you’ll attract opportunities you may have denied yourself before.
Reinvention isn’t easy. It requires deep reflection and inner work, which can feel daunting. It’s not as “shiny” as repackaging—it’s messy, introspective, and often uncomfortable.
But this is what makes it transformative.
If you’re willing to do the work, reinvention can lead to the kind of alignment and freedom that makes every step of the journey worthwhile.
At the core of reinvention is one key question:
What kind of impact do you want to make?
If you’re ready to build a brand that reflects your full growth—one that’s deeply aligned with who you are today—reinvention may be your next step.
It’s not about becoming someone new; it’s about becoming more of who you’ve always been.
Let’s discover how to choose your best path.
When you think about your legacy, ask yourself:
At the heart of building a personal brand is the desire to create an impact. Not just any impact, but one that reflects who you are, the values you hold, and the change you want to inspire in the world.
Let’s break it down. Merriam-Webster defines impact as:
How big—or how wide—do you want your impact to be?
"The force or impression of one thing on another: a significant or major effect."
This type of impact isn’t about aggression; it’s about urgency. It’s the kind of effect that awakens people, shifts perspectives, and encourages action.
The Impact Spectrum (see graphic above) illustrates this beautifully. Most service experts, consultants, and solopreneurs start their journey at points 1-2, focusing on mastering their craft and building an audience within their niche.
But somewhere along the way, a deadlock moment (point 3) occurs.
When it comes to building your legacy, impact can fall into one of two categories:
A concentrated impact within a specific field or niche.
A far-reaching impact that touches multiple industries, audiences, or communities.
Deadlock moments can take many forms:
In short, it’s the point where one of the 4 signs we discussed earlier comes knocking at your door, leaving you with a choice. You have to then ask yourself:
Is this work/business/brand still working for me?
At this moment, you have two options - as noted on the Impact Spectrum above.
You can choose 4A - repackage (rebrand) your business and hope that the fresh momentum you gain will spark a sense of contentment with your work and brand.
Or you can choose 4B - reinvent yourself and explore more deeply what that could look like through a personal brand, focused on legacy. Click on each option to see what each path might look like 👇🏽.
If you choose to repackage, you’re opting to continue growing within your current field by refreshing your external assets (logos, messaging, visuals) to better align with the marketplace’s demands.
If you choose to reinvent, you’re building a legacy brand—one that gives you the freedom to evolve and make a far-reaching impact across multiple industries and audiences.
Do you want to refine your craft and make a lasting mark within your niche? Repackaging is likely your next step.
Do you feel called to expand, grow, and create a brand that aligns with the many facets of who you are? Reinvention is your path forward.
Both options are valid, but only one will align with the legacy you want to leave.
Choose wisely.
...your niche is just ONE part of your brand—it’s not the whole story.
Reinvention is the ultimate strategy to position yourself for the kind of impact you were uniquely designed—and purposefully born—to create.
Too many entrepreneurs fall into the trap of staying loyal to a “niche” or rigidly staying “on brand,” neglecting the truth that 👇🏽
Building your legacy means refusing to let just one aspect of your identity take the spotlight while the rest stays hidden.
This is how you live a life emptied of your gifts—leaving them fully shared in the hearts and minds of others, just as God intended.
If you’re multi-passionate, multi-talented, or someone who dreams of building something greater, you need a brand container that evolves with you. A legacy brand gives you the freedom and confidence to:
Maybe you dream of stepping into philanthropy, writing books, or speaking more on the issues you care deeply about. Or maybe you simply want the freedom to evolve as a person and professional without being boxed into one version of yourself.
A legacy brand allows you to be known for more than just the skills you offer. It lets you take up space as a thought leader, share your ideas with the world, and make the impact only you can make.
Not only have I reinvented myself many times to create my own legacy brand, but I’ve also helped countless women like you do the same. You don’t have to navigate this process alone—I’m Alexis, and I'm here to guide you.
Now that you’ve explored the difference between repackaging and reinvention, it’s time to decide what your brand needs most right now.
Whether you’re ready to refresh your visuals or completely realign your brand with who you’ve become, I’ve got you covered with solutions designed to meet you where you are.
Thanks so much for reading my work, I hope it was helpful, and I can't wait to chat with you soon!
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