The $20,000 Coaching Business Rebrand I KNEW Wasn't Right... (But I Did It Anyway)

I once paid a branding company $20,000 to help me rebrand my business.

They were respected.
Their thinking was clever.
And the changes they advised made perfect sense.

There was just one problem...

I didn't like it.

Deep down, I knew it didn't feel right for me or the business I wanted to build.

But instead of trusting my gut, I trusted the experts and their 'proven' process.

I assumed they must know better because they were the experts. Not to mention the fact that I'd just paid them a lot of money to guide me.

So I went with it.

New name.
New branding.
New storylines.

And I spent the next 18 months living inside a business identity I hated.

Eventually, I changed it back.

It wasn't perfect, but it felt more truthful.

More me.

And that experience taught me something I've seen play out again and again in the coaching industry over the years.

That doesn't mean experts are useless.

It doesn't mean you should ignore good advice or refuse support.

It means the plan doesn't get to supersede the PERSON.

Because you're the one who has to deliver the promise.

You're the one who has to show up inside the message.

And you're the one who has to wake up every day and actually live inside the business you've created.

So look, if something appears right on paper but feels wrong in practice, don't immediately assume the problem is you.

Perhaps the process simply failed to account for the person it was supposed to serve.