True reinvention is difficult.

It’s easy to change your clothing style; it’s hard to change habits.

It’s easy to get an injection of botox; it’s hard for others to forget who we were.

It’s easy to change your name legally; it's hard to become a new person.

So in a way, we are bound by these aspects of our past... held in place by old habits, old beliefs, old memories.

Part of this process is building awareness of our ways of working… both the beneficial behaviors and the harmful habits. Part of this process is reflecting on our mental foundation, understanding and reshaping our worldview… one pillar belief at a time. Part of this process is identifying which potential customers might see the best in us, and which ones only want us for the low-value work that we no longer want to do.

There is indeed a certain courage required in branding (and re-branding). Do we really dare to be the best version of ourselves/our company? Are we really willing to sever ties to the past? Can we really imagine a whole new world for us to be in?

Reinvention is difficult... but when we break it down into smaller steps, it becomes a whole lot easier to tackle.