The Never-Ending Rebrand (Voice Notes From Jordan)
Featuring: Jordan
I asked my friend and former coworker, Jordan, to share her perspective on rebranding, reinvention, and creative growth through a series of voice notes. You can follow her journey on TikTok:
@lifethroughjordan
The Neverending Rebrand of life and business
You should rebrand yourself and your business as many times as you need to until it feels right. You probably won’t get it right on the first try, or even the second, third, or fifth. But keep going until you find your lane.
Branding isn’t just about how things look. It’s who you are at your core—how you sound, the kind of content you create, the problems you choose to solve, what you stand for. All of it matters. So the odds of getting it perfect on the first go are slim.
I’ve worked with a lot of brands in different industries, and too often they hold on to branding that stopped working years ago. They follow the same old playbook, even when it’s clear it no longer fits.
People get tired of seeing the same thing in the same way. The spark that drew them in fades out if you don’t evolve. That’s just human nature.
So let your brand breathe. Let it grow and shift. The same goes for yourself. Be dynamic. Be layered. The best type of people to be around are those that are in a constant state of iteration, and discovery.
Question for Jordan — When did you first realize that reinvention wasn’t a detour but part of the process? How do you know when it’s time to let go of one version of yourself to make space for another?
'Niche' may be smaller than you think it is
I used to think finding a niche meant choosing a category. Something specific, but still full of others trying to do the same thing. But that’s not really niche. That’s a crowd.
Real niche is personal. It lives in your lived experience, your taste, your perspective. That’s what makes you different.
Once you embrace that, your work becomes harder to copy. You’re not just another name in the space—you’re the only one who can do what you do the way you do it.
Question for Jordan — How has your understanding of “niche” changed over time? Was there a moment when you realized that being yourself was more powerful than fitting into a box? How does that mindset show up in what you’re creating now?
When It Clicks
There’s a moment when things start to align. You stop second-guessing. You stop looking over your shoulder. You move with confidence.
That moment doesn’t mean you’ve arrived. It just means the direction feels right.
But clarity isn’t permanent. Life shifts. New responsibilities, new risks. So you check in again. You pivot if needed. You keep going. That’s what growth looks like.
Question for Jordan — Have you had a moment where it clicked — where you felt aligned and clear on your path? What did that feel like? And do you believe that kind of clarity is something we find once… or keep rediscovering?
Let It Be Hard to Explain
We’ve been taught to make things simple and easy to explain. But that can water down what makes something truly unique.
When people can sum you up too quickly, they also start comparing you. They’ll miss the details, the layers, the essence of your work.
The brands people remember are the ones that make them say, “You just have to see it.” They aren’t always neat or easily boxed in—and that’s a good thing.
Don’t aim to be digestible. Aim to be complex. Aim for richness. For depth. For work that has to be experienced for it to be understood.
Question for Jordan — Have you ever struggled with trying to be “understood” or easy to explain to others? What happened when you finally let go of that and embraced the fact that your work might be layered, or even hard to label? How has that liberated your creativity?
