This Brand Change Wasn’t Part of the Plan 😬

When Your Brand No Longer Feels Like You

Not every pivot in your business starts with a big plan.

Sometimes it starts with a gut feeling or a quiet voice that says, “This doesn’t feel like me anymore.”

A few months ago, I felt that exact twinge after reading a post about how sharing how phrases like “getting money into women’s hands” can unintentionally exclude non-binary and gender-expansive people.

And honestly? I was triggered.

Not because I disagreed—but because deep down, I knew they were right. And that meant I had to do something about it…

Small Shifts Can Lead to Big Realignments

At first, that “something” was small. I added a note to my website footer:

“While we focus on women entrepreneurs, everyone is welcome here. We’re committed to a safe space that celebrates diversity, regardless of gender identity or sexual orientation.”

It didn’t require a full rebrand and it didn’t undo the work I had already done. But it was a step toward realignment.

And I couldn’t unsee what it brought up.

The truth is, I wasn’t ready to make a big change then. I didn’t want to start fresh. I didn’t want to be “wrong.”

And I certainly didn’t love the idea of walking away from all the energy I’d poured into Bootstrapped Woman (my old business name) and all of the time spent on doing the “right” things to build my brand’s visibility.

But doing things like writing technical blog posts for SEO instead of writing about what fires me up, wasn’t feeling right either.

The longer I sat with it, the more I realized: My brand values and my brand messaging were no longer saying the same thing. And that misalignment needed to be fixed.

Rebranding Isn’t Always About Starting Over

So here I am.

A new name, a clearer mission and a business that feels a lot more like ME.

Even though it felt scary to “start fresh,” the truth is—my strategy, offers, and identity didn’t need to be scrapped entirely. They just needed to be unbuttoned.

Because what’s underneath it all? That’s what matters most.

The values. The fire. The YOU behind the business.

Getting honest about what I care about, what I actually want, and how I want to show up was the shift I needed. It’s what allowed me to reimagine my business into something that feels like I’m back on the right path, AND heading in the right direction.

Realigning Your Brand with Intuition

Unbuttoned Brands isn’t just a rebrand for me. It’s permission.

To stop performing. To stop people-pleasing. To stop writing boring blog posts for the algorithm when the soul is screaming to say something real.

It’s about doing business your own way.

Doing it in a way that honours your growth, your values, your energy.

And the truth is, I wouldn’t have landed here if I hadn’t listened to the small signs along the way. The twinges. The triggers. The quiet whispers.

That’s the power of intuition. ⚡️

It’s not always loud or flashy. But it will point you in the right direction if you let it.

Remember, your next move doesn’t have to make sense to anyone else. It just has to feel right to you!

xo Emily

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