906: Start Fresh Without Starting Over: How to Evolve Your Brand Without Losing Your People

Summary

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The Goal Digger Podcast

Episode 906: Start Fresh Without Starting Over: How to Evolve Your Brand Without Losing Your People

Host: Jenna Kutcher
Release Date: August 20, 2025

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Overview

In this episode, Jenna Kutcher dives deep into the nuanced topic of evolving your brand—how to pivot, refresh, and realign your mission without confusing or losing your audience. Jenna shares her own recent experiences feeling a shift both personally and professionally, and offers a step-by-step roadmap for entrepreneurs facing similar seasons of change. The episode is packed with actionable strategies, mindset shifts, and personal anecdotes that balance practical branding advice with permission to innovate, evolve, and bring your community along for the journey.

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Key Discussion Points & Insights

1. Embracing Brand Evolution (03:48)

• Recognizing Change: Jenna opens up about feeling on the cusp of something new in her own business (“Like change is in the air, both personally and professionally.” [03:49]).
• Evolving with Intention: She emphasizes embracing evolution intentionally, rather than fearing it.

2. Rewriting Your Mission Statement (04:47)

• Why Start Here? The mission statement clarifies who you are, whom you serve, and how/why you do what you do.
  • Guiding Questions: What is my core purpose? Who do I serve? What are my guiding values? Why am I doing this?
• Personal Mission: Jenna describes how her mission shifted over time, from wedding photography to teaching, to empowering women, and now to helping others find peace and contentment.
  • “My mission today… is like, how can we help other people wake up to the reality of their lives, but also to pursue and experience more peace.” [06:17]
• Action Step: Take the time to deeply reflect and rewrite your mission statement, even if you’re not pivoting right now.

3. Auditing and Refreshing Your Brand Assets (09:00)

• Full Audit: Inventory everything public-facing—website, logos, colors, copy, images, social assets.
  • Begin at the “hub” (website) and work outwards.
  • A refresh is often subtle, not a total overhaul.
• Real-life Example: Jenna removed references to alcohol and her children’s faces to better align with her present values.
  • “I used to have... talking about margaritas and things and, like, I have not had a drink in well over a year. So we removed all alcohol references.” [10:23]
• Tip: Use customizable templates for easier future updates.

4. Evaluating and Updating Content Pillars (14:06)

• JK5 Strategy: Share content on five different pillars to build a multidimensional brand.
  • Only one pillar should directly represent what you sell.
  • “A brand allows you to pivot and evolve. So this is why this is so important.” [15:35]
• Exercises:
  • Scroll through your camera roll to spot natural themes.
  • Imagine your own magazine—what topics would fill its pages?

5. Reviewing Content Strategy (19:32)

• Platform Analysis: Where are you publishing, and does this still feel right?
• Don’t Abandon What Works: “Whenever I think about pivoting and evolution... we are so quick to just abandon everything, right? ... I don't want for you to abandon what's already working. I want you to leverage it.” [21:13]
• Measure Results: Tie content efforts to measurable outcomes; optimize or retire ineffective strategies.

6. Assessing Your Offers (23:46)

• Inventory What You Sell: Evaluate every product, service, or digital offer.
• Go Deeper, Not Wider: Use data to focus on what drives most of your revenue (Pareto’s Principle—80/20 rule).
  • Ask yourself: what lights you up, what generates revenue, what do clients value?
• Collaborate: Ask team members/contractors for perspectives on trends and what’s working best.

7. Re-Introducing Yourself With Fresh Brand Photography (28:51)

• Power of a Brand Shoot: Book a dedicated photo session to capture your brand’s current energy and direction.
• Collaboration Example: Jenna hired Jordan Quinn for intentional, planned brand photography that now defines her platforms for the year.
  • “I have done so many different photos, and I've never worked with someone like Jordan because she told me exactly what to do.” [31:29]
• Maximizing the Process: Plan outfits, moods, and shots—invest in variety and quality.
• Bonus: Video content from shoots multiplies use cases across platforms.

8. Solidifying Cohesion with a Brand Standards Guide (37:05)

• Why It Matters: Consistency across all touchpoints strengthens perceptions and facilitates team growth.
• Contents: Includes logos, colors, type, tone, values—even preferred emojis.
• Resource: Jenna offers a template in her shop.

9. Show Your Future, Not Just Your Past (40:00)

• Show the Work You Want: Update images and copy to reflect the direction you’re headed, not the work you’re moving away from.
  • “Show the kind of work you want to do. Show that vibe on your website, make that the focus, not where you’ve been but where you’re going.” [40:14]

10. Invite Your Audience Into the Process (41:20)

• Don’t Draw a Line in the Sand: Evolution is more powerful (and relatable) when you let people see your transition.
  • “Do not be afraid to show that you’re beginning at something. Do not be afraid to show that you don’t have it all figured out. In fact, I think it is way more relatable when you show up and you’re like, ‘Hey, I’m feeling this new call, I’m moving in this new direction… but come with me.’” [41:53]
• Examples: Documenting her book writing led to high engagement and deeper buy-in.

11. Final Thoughts: Growth as an Ongoing Journey (43:01)

• “You are always growing. You’re not meant to stay in the same place forever.” [43:28]
• Jenna encourages listeners to embrace change, keep inviting others into their evolution, and remembers that evolving a brand is as much about how it feels as how it looks.

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Notable Quotes & Memorable Moments

• “When you tap into what you’re naturally good at, work becomes more rewarding and you get so much more done.” — Jenna Kutcher [00:10]
• “My mission today, like what I want my mission to be, is like, how can we help other people wake up to the reality of their lives, but also to pursue and experience more peace.” — Jenna Kutcher [06:17]
• “A brand allows you to pivot and evolve. So this is why this is so important.” — Jenna Kutcher [15:35]
• “I don't want for you to abandon what's already working. I want you to leverage it and then start slowly evolving.” — Jenna Kutcher [21:13]
• “Go deeper on what delivers the most impact, rather than always widening your focus with endless new offers.” — Jenna Kutcher, paraphrased from [25:36]
• “Show the kind of work you want to do. Show that vibe on your website, make that the focus, not where you’ve been but where you’re going.” — Jenna Kutcher [40:14]
• “Do not be afraid to show that you’re beginning at something… come with me because then people feel a part of your transformation.” — Jenna Kutcher [41:53]
• “You are always growing. You’re not meant to stay in the same place forever. You’re not meant to be the same person forever. So please let this episode remind you that it’s okay to change and evolve, and it’s also great to bring your audience along for the journey.” — Jenna Kutcher [43:28]

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Timestamps for Key Segments

• 03:48 — Jenna introduces the episode and shares her current season of change.
• 04:47 — Mission statement reevaluation and personal reflection example.
• 09:00 — Audit and refreshing all public-facing brand content.
• 14:06 — Content pillars (JK5 strategy) and their evolution.
• 19:32 — Content strategy audit: platform analysis and measuring results.
• 23:46 — Offer evaluation: income analysis, where to go deeper, and letting go.
• 28:51 — Brand photoshoot: planning, execution, and its effect on the brand.
• 37:05 — Creating a brand standards guide for consistency.
• 40:00 — Shifting visuals and messaging toward future goals.
• 41:20 — Inviting your audience into your brand evolution.
• 43:01 — The mindset of ongoing growth and evolution.

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Practical Takeaways

• Rewrite your mission statement to match your current stage.
• Audit and update your digital presence regularly.
• Use multi-dimensional content pillars (JK5) to build a brand that can grow with you.
• Track what’s working with your content and product offers before making big changes.
• Refresh your brand visuals (professional photos/video) to align with your new direction.
• Maintain consistency with a brand standards guide.
• Showcase the future you want to create and invite your audience into the process.

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For further resources, templates, or connections to branding experts, visit Jenna’s site or DM her the word "brand" on Instagram for free branding insights.

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Transcript

[Jenna Kutcher]

Nothing makes me happier than doing work that energizes me, and I've always been committed to that, not just for myself, but for my entire team. That's why I'm so excited about the Working Genius Model. It's a powerful tool that helps you discover your natural strengths and where you thrive in your work. When you tap into what you're naturally good at, work becomes more rewarding and you get so much more done. Honestly, I wasn't sure what to expect when I took the Working Genius assessment, but it blew me away with how accurate and insightful it was.

[Guest/Co-host]

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[Jenna Kutcher]

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[Guest/Co-host]

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[Jenna Kutcher]

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[Guest/Co-host]

Actionable insights to help you grow your.

[Jenna Kutcher]

Dream business with confidence. Pull up a seat and get ready to be challenged, inspired and empowered. This is the Goal Digger podcast. Lately, I've been feeling like I'm on.

[Guest/Co-host]

The cusp of something new.

[Jenna Kutcher]

Like change is in the air, both personally and professionally. And maybe you're feeling that too, like you're not quite where you were, but not yet where you're going. When that happens, your brand has to stretch and shift right along with you. This episode feels incredibly timely for me, and I hope it's hitting right on time for you too.

[Guest/Co-host]

Today, I'm walking you through how to.

[Jenna Kutcher]

Evolve your brand with intention. Whether you're pivoting your offers, rewriting your mission, or simply feeling that internal nudge that something shifting, this is the episode for you. I'm going to share the exact steps I take, from content audits to messaging tweaks to make sure your brand keeps up with your growth without confusing your audience or losing momentum. When I first aired this episode, I got so many DMs, so I wanted to bring it back. If you're in a season of growth reinvention or just craving a fresh start, pull up a seat. Let's talk about how to bring your audience along for the ride. Let's dive in so the first place.

[Guest/Co-host]

To begin, if you are on the cusp of this evolution or transition or pivot is you have to get really honest about what is your mission statement? In fact, you probably should rewrite it. Now, a lot of people skip this step when they're building out a business. They don't have a plan, they're not really thinking big picture. But when we're talking about a mission statement, what it really is is this very solidified vision of what it is that you do, who you serve, how you do it. So if you've never written a mission statement, even if you're not on the cusp of a pivot or this evolution, please, please, after you listen to this episode, take the time to answer these questions so you can get crystal clear. This is a great exercise if you're someone who doesn't know how to answer the question, like, what do you do? Very succinctly. So here are some questions for you. What is my core purpose? Who is it that I'm going to serve? And what are my guiding values? So how am I going to do it? So it's what, who and how? If you can get that down to a concise sentence, that is your mission statement. And a lot of times when brands go through this evolution, they don't take time to start right with the why, right, the what, the who, the how and the why. And that can really tether you and anchor you in as you start to experience maybe growing pains or you're kind of feeling that disconnection as you're starting to pivot and change. So, example, my mission has changed and pivoted a ton over the years. From being a wedding photographer, to teaching other photographers, to serving small business owners, to helping women wake up to their lives. I feel like my brand is only going to continue to evolve. And now I, like, welcome and usher in that evolution with open arms. I keep pivoting, I keep evolving, and I want to stay aligned with my values every single time. And so often it just looks like a very small redirection or course correction and maybe just pointing slightly in a different direction. I recently had this experience where I actually got really quiet with myself. This is something that's very hard for me to do, something that I wanted to get better at. And so I got really quiet with myself. And I came to this conclusion that what I ultimately want in this stage of business and what I want my mission to be is for others to experience peace. Just peace in the pursuit, peace in their lives, peace in their businesses, feeling that level of contentedness that I recognize that so many achievers and strivers and high performers never allow themselves to feel. For me personally, entrepreneurship has unlocked this feeling of freedom and peace and ease in my life and my mission today, like, what I want my mission to be is like, how can we help other people wake up to the reality of their lives, but also to pursue and experience more peace. And it's really interesting because when I got quiet with myself and kind of like unpacked all of that, my first thought was, I don't wanna have to market peace. Like, peace is not something you should put a price tag on. And so I came to this conclusion that in order for me to really embody this mission, I have to embody peace. I want it to be something people experience when they experience me, when they hear my voice, when they take a program. Like, I want that to just be so deeply woven in. And so the first place you want to start is getting really clear on your mission statement. Again, it's what is my core purpose, who is it that I'm serving, and what am I going to serve with or through or by? So again, it's the what, the who and the how. And then again, if you want to get even deeper, like seven levels deep, go to the why. Because I feel like if you're really going to follow through on this evolution, you have to have a really strong why that you feel so compelled about in order to make that pivot. So the next thing that I want for you to do is to do a full audit of your public facing content and make sure that it's still relevant. Now a lot of times when brands evolve and pivot, it's not like you're like scrapping every single thing and starting fresh. Sometimes it is that, but most of the time it is a slight redirection or course correction. So what I want for you to do is to create this comprehensive list of all of your brand assets, including things like logos, taglines, color schemes, typography, marketing materials and digital assets. And again, a brand is so much more than those things. But a lot of times when we're doing this public facing inventory, that's where we want to start. So you want to kind of start as to like your website, your blog, your social media platforms, any platforms you create on your podcast, your YouTube. I personally, whenever I do an audit like this, I always start at the hub of my brand, which is my website. And generally speaking, I do an audit every like six months to just make sure everything is still in alignment. But I also do kind of a refresh every year and so that kind of welcomes that evolution, that next phase. And so I love to do this refresh after the audit where I'm looking at things like copy photos, offers timing and again most of the time it's not this full, like start from the ground up, gut the whole thing, overhaul, but more so just freshening up the vibe, the energy, the design. One thing that I love is that my website is based on a template. So it's actually really easy. It's not this huge months and months and months long project for me to like add pages or update the vibe or change out the colors or the fonts or the images because we're working off of a template. So if you want to check out the template that I use for my website, go to jennacutcher.comtonic that's T O N I C. It's jennacutcher.com tonic. These are the templates made by my web designer and my website currently is based off of one of these templates. So when I recently did an audit I caught a few things that I was like oh wow, that's no longer in alignment. So I used to have like on my website like talking about margaritas and things and like I have not had a drink in well over a year. So we removed all alcohol references. I went through and removed photos of my kids faces because we haven't shared them in months. And we made that decision moving forward to not share their faces on our content. I updated some of my favorite things. I shifted out my top performing blog posts to put more more current top performing blog posts. I updated my about me section. We have this fun timeline on my about me section. So we updated that. We updated my team section and their images on the website. So again it's just a refresh, a redirection. Making sure that that initial feeling that somebody gets when they land on your content, whether it's your website, your blog, your social it is all in alignment with this new or redefined mission that you started with.

[Jenna Kutcher]

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[Guest/Co-host]

I want for you to think about is evaluating your content pillars. And so I have shared this strategy so many times on this podcast, but.

[Jenna Kutcher]

I'll quickly review it.

[Guest/Co-host]

So I have this strategy that I've been teaching for years. It's been written about in marketing books. It's called the JK5 strategy. Essentially what it is is it allows you to build a true brand, a true recognizable brand, that personality behind what it is that you're selling. So the JK5 strategy means that you have five different content pillars and you are using those pillars to share different content on your platforms. Meaning that you are giving someone a reason to follow you even if they are currently not on the market or even aware of what it is that you sell. So many times business owners create their business and then they create an account and all they do is talk about what they sell. And it gives people no reason to follow them if they aren't even aware that they need this thing or if they don't want it. I discovered this very early on as a wedding photographer where I realized if I only post wedding content, I am only attracting people that likely only need my services once when they get married in a very small area in Wisconsin who are planning a wedding in the next year and need a wedding photographer that is such a niche audience. And so when you do the JK5, it means that you have five different content pillars and only one of them is wedding what you sell. So for me, some of the different topics I've shared about over the years, macaroni and cheese, puppies, yoga pants, home decor, health and fitness, motherhood, miscarriage, body image, marriage. I've shared about so many different content pillars, and my content pillars evolve as I evolve. Whatever I'm excited about in this stage of life is what I want my content pillars to be. So I want for you, you to think about what things can I talk about other than what I sell that will allow me to connect with my ideal audience, to build that know like and trust factor and to ensure that what I am building is a true brand and not just a business. A brand allows you to pivot and evolve. So this is why this is so important. So I want for you to evaluate your content pillars if you already have them or redefine what they are going to be. And again, if you don't really know, one exercise that's super easy to do is to scroll through your camera, roll on your phone and notice what you are naturally taking photos of. Maybe it's food, maybe it's books you read, maybe it's fashion, maybe it's home decor, maybe it's your workouts, like whatever that is, that's likely going to kind of help signify a brand pillar. Another exercise that can help with this is to imagine if you had a magazine, what sort of topics would you cover in that magazine? Right? Like no one's going to buy a magazine that is only about one thing and only has articles on this one thing. And so what would you want inside of your magazine and how would you cover just different categories that would bring people in and connect with them without feeling like you're constantly selling. And so for me, I've had to shift my content pillars as different stages and seasons of my life. Have shifted and I constantly love to evaluate. Like are these still fitting? Is this still exciting to me? Do I still love sharing about this? Am I still creating that deep level of connection that I want to on these different specific pillars of my life? And I also love it too because it just puts you more in a position to serve people without always selling. And so that is the next step. Do you like fast paced and packed with value stories of successful entrepreneurs? From failures to aha moments to what's.

[Jenna Kutcher]

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[Jenna Kutcher]

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[Jenna Kutcher]

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[Guest/Co-host]

After you've adjusted your content pillars, I want for you to look at your content strategy so so inside of your inventory that you are going to do. It's like forensic style inventory. As you start to peel back the layers of what you are doing, how you're doing it, why you're doing it. I want for you to look at your current publishing schedule and where it is that you're publishing. So what platforms are you showing up on and see if there's any room for you to start shifting your content or shifting to a newer strategy. Maybe there's something that you've just always done and you're kind of sick of doing it, or it's not actually yielding results, or maybe there's something that you've wanted to try, like you've wanted to try a podcast or you've wanted to do more Instagram lives or whatever that looks like. Do a little evaluation. What content is exciting to you? What do you love creating? How can you create more intentionally? Are there ways that you can use the content that you're already creating in different places? One tip here with this whole episode, but also with this piece of it. The content strategy. Don't abandon what's working. Whenever I think about pivoting and evolution and getting to where you want to go, I think a lot of times we are so quick to just like abandon everything, right? Like, we're like, I have this new idea, this new passion, this new business I want to do. We just want to like, toss everything out that we've decided we no longer want. And I don't want for you to abandon what's already working. I want you to leverage it and then start slowly evolving. So for, for example, if you are going to go in a new direction, maybe you've already been using the JK5 strategy in your business, maybe you just take out one of the pillars that isn't resonating as well, and insert in the evolved pillar of where you want to go so that you're still kind of sharing what people are already enjoying, what they know you for, but you're starting to change the conversation thoughtfully. So again, don't throw out what is working. Use it as leverage to get to where you want to go. So in your inventory, look at what you are doing and try to connect every piece of your content strategy with a real, measurable result that will help guide your decisions more than just being like, oh, this content performs well, it gets a lot of likes and comments, but if you're not actually tying that to a real result, it can make that content creation process really challenging and also just really annoying. And so look at that content strategy, that's something we've been doing a lot this week. Year, we've been working with a measurement marketing team so that we can see every single effort and the result it yields. So before we go into creating anything, whether it's a blog post or writing an email or even a podcast episode, we say, what is the goal of this piece of content? How will I measure it? And then afterwards, it allows us to say, okay, one week from now, 30 days from now, 60, 90 days out, did it do what it was intended to do? If it's yes, awesome, keep going on it. If it's no, do we want to optimize it or do we want to scrap it? What does that look like? And so, again, you want to invite data insight numbers into this conversation as you start to look at your content. Next, speaking of data and insights, sit down with your numbers and start to evaluate what offers you have and where you want them to go. Keep in mind here, being a business owner is not as complicated as we make it out to be. To be a business, you need to have an offer, which could be a product, a service, or some sort of digital item, and you need to exchange it for currency, whatever that looks like. And so you want to evaluate your offers and figure out, do I want to go deeper on them? Do I want to evolve them? Do I want to scrap them and let them go? You want to get really crystal clear on, are these going to change or are these still working? Are these something I want to leverage as I move forward, or do I want to let go? And I think that's a really good question. And so as you start to kind of dive deeper into this experience, explorative phase, you want to think about what lights you up, what type of work excites you, what makes you groan, what work makes you not look forward to the day. What offers are generating the most revenue for you? What offers are underperforming? Are there any new offers you want to create? Are there any offers you want to stop selling? One thing that I think is really important in this process is entering it both from. From that, like, feminine standpoint of, like, energetically, but also the masculine standpoint of, like, financially, Right? Like, having a mix of both of those things. Of, like, okay, this one offer is generating 90% of our income. How can we maybe go deeper or get that into alignment versus letting that go? And maybe this one is getting 10%. Do we want to optimize it or do we want to just, like, scrap it? And so, again, this year, doing all of the measurement stuff and really understanding what is driving our results, what is driving our revenue has helped me have more informed decisions around what do we want to go deeper on and what do we want to let go of. And I think that so often entrepreneurs, because we're so multi passionate, because we love creating, we love the art of creation, we often try to go wider instead of going deeper. And so we start to create more, more offers. And we're not actually really evaluating Pareto's principle, which says that usually speaking, 80 to 90% of your results comes from 10 to 20% of your work. So I always imagine, like, if entrepreneurs got really serious about knowing their numbers and knowing, oh my gosh, this one offer is generating 80 to 90% of my, my results, how do I go deeper on that? We would have a lot more peace and contentedness in our life, in our business, because we weren't always creating new things and launching new things and not actually knowing, like, what our efforts are leading to in terms of results. I recently did an annual planning session with one of my team members, Marissa, who's like my right hand. And I started asking people in my life and also in my business, like our accountants and our measurement team and the people doing our automation, I was like, hey, if you were me and you were planning out your next year, what things would you look at? Like, what have you noticed in your area of this business in terms of trends, what's working really well, what maybe isn't working well, and gathering all of that insight to bring into consideration as we start to plan out. And so with an evolution, again, I don't want it to just be like a night and day. Like, all of a sudden you're like, all right, I'm changing. Here's the thing. Turn off the light switch on the thing that's been working, and turn on the light switch on this brand new, new thing. I want for you to take what has worked for you, leverage it, and start to move forward with informed decisions. And so this year, instead of just kind of mapping out the year like we've done in the past, where we're just like, well, this is just what we do and this is why we do it, we're actually bringing in data and insight and saying, okay, this is helping us inform where we want to focus and what we want to do, and how do we make sure that these efforts are in alignment with the new vision and mission that we have? Okay, this next one is a really big one. And I want to Kind of go a little bit deep on it. So if you are in a place of pivot, one of my biggest recommendations is to book a brand photo shoot and capture the new energy, the new you, the new style. Now, believe it or not, I have done a million photo sessions in this season of life. The most photos I do are family photos because. Because my kids are growing like weeds. But believe it or not, I have never intentionally done, like, this is for my brand. This is for my website, for my arsenal, for my content, for my ads, like, a very specific booked brand shoot. We've done things where, like, after our family photos, I'm like, can you take, like, five pictures of me in my office? But this is something I think so many entrepreneurs would benefit from, especially. Especially if you are in a season of evolution or shift or change. So I hired my friend Jordan Quinn. So she is someone I met literally years ago. Her and I met years ago. We, like, clicked. We also had almost the same exact due date with our firstborn children. So we, like, bonded over pregnancy. And she had recently done a photo shoot for my web designers. And it was so funny because I had posted up an Instagram story of, like, does anyone have any favorite brand photographers? And both of my web designers reached out without prompt and said, you have to hire Jordan. And so they sent me all these images. I was like, holy cow, this is amazing. And so she got in touch, and I was like, why did I not think of you? So something that was so different about this. One thing that I love about this idea is, yes, it is an investment, but you can get so much content in just one shoot. So I took this very seriously. Jordan had to fly in from Colorado. She flies all across the country to do this. And I was like, okay, I'm going to maximize every minute of our time together. We're going to have a plan. So I made a Pinterest board of inspiration. Really trying to nail down, okay, these are the textures I like. This is the mood I like. This is the backdrop I like. This is the type of clothing I like. And I shared it with Jordan. And then I worked out my outfits. So I kind of had the Pinterest inspiration. Then I figured out, okay, what type of outfits do I want? Most of the pieces I already had in my closet because I wanted it to, like, feel like me in my everyday life. And then I also rented a bunch of items from Nuuly. Nuuly is a clothing service rental that I've done for about a year. Every single month, you get six different pieces you can send them back in. It's kind of like rent the Runway, but more. More for, like, everyday clothes. They have, like, free people and anthropology and just, like, different brands that you would wear every day. And what I love about it is you can kind of pick riskier pieces or pieces that you wouldn't naturally want to buy or pieces that you maybe want to use once or twice, and then you want to send them back. I love that it's, like, eco friendly, but I also love that it kind of lets you explore different things. Like, a lot of times I'm introducing more color into my life, and so I'll use Nuuly to get really colorful things. And then I decide, okay, do I like this or do I not? So I took what was already in my closet, did Nuuly, and then I bought, like, two different pieces from Amazon for my photo shoot. And I, like, loved the process of planning it all out. I hung everything up in my laundry room. Jordan flew in. She actually spent the night at my house because we're friends, and we were able to, like, nail down, these are the outfits, These are the looks. This is the order we want to do them in. And then she even, like, set out what jewelry went with what outfit. So, like, I literally was like, okay, outfit one. I'm going to wear this. And then I'd go up and change and put on the new jewelry, and it was just so nice. Now, I have done so many different photos, and I've never worked with someone like Jordan because she told me, like, exactly what to do. Like, I would get dressed and I would come down, and she's like, you're going to sit here. You need your laptop here. This is the vibe. This is the energy. Get it, get it, get it done. And what I loved is, is that she would set a timer. So, like, we were only in each outfit for, like, five minutes. It was very quickly moving, but in a good way. There are so many shoots that I've done where, like, the photographer doesn't provide a lot of direction, and that's totally cool. That's like, a totally different style of photography. But I feel like with brand photos, you are on a mission to get as much content as you can get in a certain amount of time and to have certain so much diversity in poses, outfits, vibes, backdrops, like, all these things. And so it was so nice to work with someone who is literally like, sit there, do this, do that, move this. Okay, now go get dressed. So I loved it also, I should say so Many of you are obsessed with my brand photos. I have to tell you, it was the darkest, rainiest day of all time. Jordan was literally in town for one day. So it's not like we could just be like, oh, we'll do it tomorrow. The next day, of course, was sunny. I am a photographer, so I am, like, looking out the window, like, panicking as I'm getting my hair and makeup done. I'm like, it is so dark. We have so many windows in our house. It was still so dark. And so what Jordan pulled off was basically a miracle. I love doing a brand shoot because I think it ushers in this new version of you. It gives you that fresh content. It allows you to kind of reintroduce yourself, which is something I've been doing with those images. And then also, you have beautiful images to use everywhere. So we're using these images for my website, for my blog posts, for my podcast episodes, for my freebies, for my ads, for landing pages. Like, basically anywhere that you see a photo of me, we are now inserting in these new photos. We have enough to use for the entire year. And so I love that. One other thing that Jordan did that I think is really cool, and I'm going to share how you can experience this, too, if you want to hire her, because she's insane and amazing, is that she shot video clips for me as an extra service. And so after the shoot, I got, like, 10 professional video clips that I've been able to use for Instagram reels, for ads, for just, like, motion in my things, for gifts, in my emails. And so I love this. So I asked her. I was like, okay, I'm gonna be talking about you on the podcast. I'm gonna sing your praises so much, everyone's gonna want to book you. Like, you need to work with her. So if you go to Jordan Quinn Fox photo dot com, you can book a session. Just tell her that you heard about her from me, and she will throw in 10 video clips free when you do a brand shoot. So you'll get all your images, plus you'll get these 10 professional video clips that you can use on your website for ads for basically anything. She's so amazing. Like, I am already waiting to work with her again, but this is a huge recommendation, and maybe I can do a whole episode on getting the most out of your brand shoot. But I just think there is so much power. And of course, course, I'm a former photographer, so I love photos, but I think so many people don't actually take advantage of this piece of the transformation. And so they're trying to take this old version of themselves that doesn't even feel like them anymore into this new direction and you can just feel that disconnect. So if you can splurge for a brand shoot, this is your invitation. Hire Jordan Quinn again. That's Jordan Quinn photo.com I'll link it in the show notes and show description and just mention my name and you will get 10 free video clips. Trust me, I'm getting so much mileage out of what she sent.

[Jenna Kutcher]

You ever get served an ad and think how the heck did this end up in my feed? Like the other day I got one for a luxury penthouse concierge in Manhattan. Guys, I live in small town Minnesota. Our version of LA is a teen in Crocs handing you your iced coffee at the drive through. Unless that penthouse includes mosquito spray and a Tater Tot hot dish, I'm out. But here's the thing. It's not just funny, it's frustrating. Not only as a consumer, but for the business. Wasting ad dollars on the to totally wrong audience. That's why when it comes to reaching the right professionals, the olution is clear. LinkedIn Ads with over a billion users on LinkedIn today, your message stands the best chance of reaching the people who actually matter. And that's where it stands apart from the other ad buys. LinkedIn lets you target by job title, industry, company role, seniority, skills, even company revenue. Basically all the professionals you need to reach are right there in one place. So stop wasting your precious budget on the wrong audience and start connecting with the right people only on LinkedIn ads. LinkedIn will even give you a hundred dollar credit on your next campaign. So you can try it yourself. Just go to LinkedIn.com goal that's LinkedIn.com goal. Terms and conditions apply only on LinkedIn ads.

[Guest/Co-host]

I wear a lot of hats in my day to day life.

[Jenna Kutcher]

Mom, wife, entrepreneur, friend, sister. The list goes on. So I'm always looking for ways to make things simpler and more efficient. And I bet you are too. If you've ever breezed through checkout with just a click, you've likely used that little purple shop pay button.

[Guest/Co-host]

It's fast, it's secure, and it's super convenient.

[Jenna Kutcher]

But here's what you might not know. That button means the store is powered by Shopify. And Shopify doesn't just make shopping easier, it makes starting and running a business easier too. Shopify is the commerce platform behind 10% of all e commerce in the US from health household names like Mattel and Gymshark to brands just getting started, you get stunning ready to go templates to express your brand style and built in marketing and email tools to spread your brand's word. Plus, with Shopify, you can manage your business in one place. And yes, that iconic purple shop pay button. It's used by millions. And it's why Shopify has the best converting checkout on the planet. Your customers already love it. If you want to see less carts being abandoned, it's time for you to head over to Shopify. Sign up for your $1 per month trial and start selling today at shopify.comgolddigger. go to shopify.comgolddigger shopify.com Golddigger.

[Guest/Co-host]

Years ago.

[Jenna Kutcher]

Drew and I took an anniversary trip.

[Guest/Co-host]

Along the California coast and we stayed.

[Jenna Kutcher]

In this bed and breakfast style Airbnb. It was actually a room in someone's.

[Guest/Co-host]

Home on a farm. And when we arrived, they greeted us.

[Jenna Kutcher]

At the door with a chilled bottle of wine and this gorgeous charcuterie board.

[Guest/Co-host]

We sat and talked with them, getting.

[Jenna Kutcher]

To know about their life on the farm. And I remember thinking like, I want.

[Guest/Co-host]

To meet the alpacas, I want to.

[Jenna Kutcher]

See the goats, I want to collect the eggs from the chickens.

[Guest/Co-host]

It was this totally different life and it opened my eyes to something important.

[Jenna Kutcher]

Hosting on Airbnb doesn't have to mean.

[Guest/Co-host]

Owning a whole house.

[Jenna Kutcher]

You can start small, you can host just a room in your house and give someone a really beautiful experience. The thing about hosting is that it's practical and it fits into your lifestyle. And with Airbnb's co host network, you can hire a local co host who can manage everything from guest messages to on site support. If you've got a trip coming up, your space could be earning money while you're away. It's honestly such a smart move. Find a co [e-mail] host okay, now.

[Guest/Co-host]

That we've kind of talked about all the different ways that you can change the visual aspect of your brand with this evolution, you want to create a brand standards guide. So this is basically a guide that includes all the guidelines for your new brand identity. So you want to talk about logo usage, color codes, typography, tone of voice. This guide will help maintain consistency for you during and after the rebrand. This is something that we created years and years and years ago. I have a template for it in shopjennacutcher.com because I just think it's a powerful tool for you to rely on to make sure that everything is cohesive. I just think cohesion and consistency are often overlooked when it comes to branding, but we actually just made ours way more robust recently. It's super helpful to have something like this so that if your team expands or you hire contractors, you can send it off to them. So you're saying, like, this is how I greet people. This is something I would never say. These are the top emojis I use. This is the type of content I share. These are the images, the quotes that I use. This is the typography that I use in these certain places. This is a treatment of the typography. This is the colors that we use. And so we had our graphic designer design this beautiful, beautiful guide that now we have internally so that we can figure out how we format everything and how to create, but then also so we can send externally to anyone that's working on our brand or business that is outside of our organization. So having that, whether it's just for you, where you organize, okay, these are the new brand colors, these are the fonts, this is the logo, this is the vibe and energy. This is the inspiration that can be really helpful, but also you can be building it out for future use however you need to. So after you kind of go through all of these things, the audit, maybe you get fresh images, maybe you create this new brand identity. You want to think about how you can start to evolve in a way that helps people to see where you're going, not where you've been. So when I was a photographer, there was this quote that we always said about our websites where it said, show the kind of work you want to shoot, AKA if you're in a position and you're taking photos and you're not feeling inspired or you want to kind of get out of that vibe, you don't want to fill your website with all of that kind of work, because that's the kind of work you're going to continue to book. So show what you want to shoot translates into this way of, like, show the kind of work that you want to do. Show that vibe on your website, make that the focus, not where you've been, but where you're going. So you want to point people in this new direction and you want to make sure that all of this that we've talked about today aligns and helps usher in this new mission, this new vision. So, again, looking at things like your bio photo, your cover images, your ad images, your website, your courses, your downloads, there are so many different places that you can just kind of inject this new energy, these new images, this new personality. And honestly, it just feels so good to have like that fresh energy coming in, even if you're not doing a big pivot. Just to have like, this is me right now, like I've, I changed from even a year ago. It might be subtle, but I can feel it. And when I can feel, feel it, I connect with it on a different level. The last thing that I want to say, so I want for you to invite people into the evolution, let them watch you change, right? Think of three different ways you can help illustrate the shift. Whether it's through images, whether it's through words, content, or a brand pillar, you want to invite people in on this journey. And I think one of the biggest mistakes people make is that a lot of times when they're going through this evolution, they do this like full stop where like, that's the old me, this is the new me, take it or leave it. And I just don't think that it's necessary and I don't think that it works. In order to pivot, you want to invite people into the process. Do not be afraid to show that you're beginning at something. Do not be afraid to show that you don't have it all figured out. In fact, I think it is way more relatable when you show up and you're like, hey, I'm feeling this new call, I'm moving in this new direction. I, I don't really know what it's going to look like, but come with me because then people feel a part of your transformation. They feel invited to do this. I think I did this really well when I announced my book because I'd never written a book before. I had never been an author before. And so people had six months of following me through this journey of writing and the copy edits and doing the interviews and launching and finding my book in stores. And like, they were literally on the journey with me, which made them so much more impacted by it. So invite people into the evolution, express it, encourage it, inspire people through it. Don't be afraid to say like, hey, I've changed my mind or I've evolved or this is who I was and this is where I'm now going. Clearly, communicating a shift and inviting people to be a part of it is a great way to maintain that trust and that buy in throughout your evolution process. Now remember, a brand evolution is not just about changing what things look like. It's about changing the way your brand makes people feel. It is aligning every aspect of your business with this new vision and ensuring that it is very clear and it is intentional as you pivot and change. Not too long ago I interviewed Rory Vaden on the Gold Digger podcast and he is a branding expert and he shared the tenets of what makes brand stand out. So if you have not listened to that episode yet, I'm linking it in today's show notes. Go back to that show. That show is so powerful and it helps you believe that like, yes, I can build a true and recognizable brand. And if you're interested in learning more about building a brand that will evolve with you, hop onto Instagram, send me a DM with the word brand. That's B R A N D. Just send me a dm. I will send you info about how to get in touch with Rory and his team. They have helped hundreds of gold diggers redefine what their brand is or get really clear on what their mission is absolutely free. So again, just hop on Instagram DM me the word brand. I'll connect you with Rory's team. It's an amazing way to gain clarity as you move through a pivot or as you start something fresh. Between the tips that I just shared and Rory's insights, I sincerely hope that you feel equipped and excited to successfully evolve your brand. As you change, as your business change, as your mission changes. You are always growing. You're not meant to stay in the same place forever. You're not meant to be the same person forever. So please let this episode remind you that it's okay to change and evolve, and it's also great to bring your audience along for the journey. Until next time, Gold Diggers, keep on digging your biggest goals. And thank you so much for listening to another episode of the podcast.

[Jenna Kutcher]

Thanks for pulling up a seat for another episode of the the Gold Digger Podcast. I hope today's episode fueled you with inspiration, gave you information that you can turn into action, and realigned you with your true north in life and business. If you've enjoyed today's episode, head on over to gold diggerpodcast.com for today's show notes, discount codes for our sponsors, freebies to fuel your results, and so much more. And if you haven't yet, make sure you're subscribed so that you never miss a future show. We'll see you next time, Gold Diggers.