430: The Full Behind the Scenes Tea on Lindsey & Evie’s Rebrands

Summary

The Heart & Hustle Podcast: Episode 430 Summary

Title: The Full Behind the Scenes Tea on Lindsey & Evie’s Rebrands
Release Date: April 29, 2025
Hosts: Evie McLeod & Lindsey Roman

---

Introduction

In Episode 430 of The Heart & Hustle Podcast, hosts Evie McLeod and Lindsey Roman delve deep into the intricacies of rebranding. This episode offers listeners an intimate look at their personal experiences with rebranding their businesses, sharing invaluable insights, tips, and strategies for creative entrepreneurs contemplating a similar transformation.

---

When to Rebrand: Key Indicators

Evie and Lindsey discuss the critical signs that signal it's time to rebrand, emphasizing both visual and strategic aspects:

• Visual Misalignment:
  Lindsey (04:25): "I feel like when the visuals are feeling unaligned from what you're currently doing or who you're serving, that's a big sign."

• Loss of Traction:
  Evie (04:45): "If sales aren't coming in as much as they used to or something isn't working, maybe it's time to reconsider a rebrand."

• Personal Fulfillment:
  Lindsey (05:01): "I no longer feel fulfilled or like this represents my business or me."

• Embarrassment with Current Branding:
  Evie (05:09): "If you feel embarrassed pointing people towards your website, that's a major red flag."

---

Our Rebranding Stories

Evie’s Rebrand Journey

Evie recounts her rebranding experience, highlighting the challenges and motivations behind her decision:

• Initial Struggles and Life Events:
  Evie (06:06): "My photography business began slowing down in 2019... Then Covid happened, and life just got out of control."

• Shift in Business Focus:
  Evie (08:21): "I felt a disconnect between my old brand and my new direction, leading me to realize the necessity of a rebrand."

• Rebrand Implementation:
  Evie (25:44): "I wanted this to be a little bit more of an elevated, polished experience while still keeping the personal aspects of me and my soul in this brand."

• Design Choices:
  Evie (26:27): "We intentionally created a brand pattern to mimic a vintage French wallpaper, reflecting my love for rich history and nostalgia."

Lindsey’s Rebrand Journey

Lindsey shares her experiences, illustrating the balance between personal style and business elevation:

• Balancing Elegance with Personality:
  Lindsey (27:30): "I've always struggled with wanting my brand to look high end, but also reflect my fun and spunky personality."

• Website Overhaul:
  Lindsey (29:02): "My new rebrand tries to attract a more elegant, minimal, high-end bride while incorporating elements of my personality subtly."

• Visual Disconnect and Style Shift:
  Lindsey (32:04): "My old website was more playful and quirky, but it didn’t fully represent the high-end, minimal luxury I aimed for."

---

Rebranding Process and Strategies

Both hosts outline their systematic approach to rebranding, emphasizing clarity and alignment with their evolved business visions:

• Identifying the Ideal Client:
  Evie (25:44): "I had to flesh out my new ideal client avatar and understand whom I wanted this brand to attract."

• Collaborating with Designers:
  Evie (25:48): "Working with a designer helped me translate my vision into tangible elements like colors, fonts, and brand patterns."

• Balancing Personal and Professional Elements:
  Lindsey (34:21): "I wanted my rebrand to be elevated and elegant but still retain the edge that defines me."

• Incorporating Personal Narrative:
  Evie (25:55): "My home reflects my creativity and my brand, so everything needed to align with who I am now."

---

Tools for Effective Rebranding

Evie and Lindsey emphasize the importance of utilizing the right tools to streamline the rebranding process:

• Honeybook for Client Management:
  Evie (22:03): "Honeybook is an all-in-one project management tool designed specifically for creative entrepreneurs."

  Lindsey (22:28): "Honeybook streamlines everything and gives me my life back with integrated inquiry forms, client workflows, and more."

---

Launching Your Rebrand: Tactics

The hosts share their strategies for unveiling their new brands, offering listeners actionable ideas to create buzz and engage their audience:

• Evie’s Launch Strategy:
  Evie (40:43): "I'm doing a series of four reels leading up to the rebrand, talking about my old and new brand, and building excitement with giveaways."

• Lindsey’s Launch Strategy:
  Lindsey (37:57): "I'm planning to go mysterious by switching my Instagram feed to black and white with cryptic captions, then revealing the rebrand with a scavenger hunt and giveaways."

• Engaging the Community:
  Evie (40:47): "I want to give back to my community with coaching session giveaways and photography presets."

---

Final Advice for Aspiring Rebranders

Towards the end of the episode, Evie and Lindsey offer their final thoughts and recommendations for listeners considering a rebrand:

• Assessing Readiness:
  Evie (47:09): "If you feel a significant disconnect that's hurting your business, it's time to reconsider a rebrand."

• DIY vs. Professional Help:
  Evie (46:14): "You can DIY a rebrand, but working with a professional designer can enhance the process significantly."

• Launching Without Overwhelm:
  Evie (46:44): "You don’t need an elaborate launch strategy. If the idea of a big announcement overwhelms you, just proceed with the rebrand quietly."

• Embracing the Journey:
  Evie (44:37): "Invite your audience along on the journey. Make the rebrand fun and engaging, and let it reflect your authentic self."

---

Conclusion

Episode 430 of The Heart & Hustle Podcast provides a comprehensive look into the rebranding processes of Evie McLeod and Lindsey Roman. Through candid conversations, they highlight the importance of alignment between personal growth and business branding, offering listeners both inspiration and practical steps to navigate their own rebranding endeavors.

Listeners are encouraged to engage with the hosts, share their rebranding experiences, and seek guidance through their coaching services for a successful business transformation.

---

Captured notable quotes throughout the episode provide depth and personal touch, ensuring listeners gain both strategic and emotional insights into the rebranding journey.

Transcript

[Evie McLeod]

You're listening to the Heart and Hustle podcast. We are your hosts, Evie McLeod and Lindsay Roman. Welcome back to the show, my friend. We are so excited to have another week here with you learning and growing on all things business and life. Today's topic is going to be a really fun one. We are talking about when to know it's time to rebrand or when to rebrand. And we're kind of coming at this conversation with a little bit more of like a personal spin. We're going to share some thoughts and tips and, you know, key moments to recognize it's time, things like that. But in case you have not seen or followed along, Lindsay and I have both rebranded and done a massive overhaul of our personal brands, our photography and coaching and all the things and those just launched somewhat recently. And we're going to pull a lot from our personal experiences of, you know, over the years, rebranding, but especially this latest rebrand. We're going to give some inside scoops.

[Lindsay Roman]

Of take you behind the scenes.

[Evie McLeod]

Yeah. Like timing and timeline and choices and decisions and even talk launch strategy a little bit. So it's a, a full pull behind the curtain. Peek behind the curtain and it'll be really fun conversation. So if you're interested in the topic of rebranding, don't go anywhere. Let's start today's show.

[Lindsay Roman]

Have you always dreamed of becoming a photographer but you have just no clue where to start when it comes to operating an actual camera? Maybe you finally bought that fancy camera or you've dusted off that old DSLR sitting in your garage for way too long. You pull out the manual and everything just looks Greek to you.

[Evie McLeod]

Yes, we have been there and we vividly remember when we first started out as photographers asking anyone and everyone for help because we didn't know what to do or where to even start. Well, good news if that sounds familiar, today we are going back to the basics. If you are ready to create stunning professional looking work that you are dang proud of and actually know how the heck to operate your camera, download our free manual mode camera cheat [e-mail] manual and you'll be on your merry way to becoming an absolute pro in no time.

[Lindsay Roman]

Foreign.

[Evie McLeod]

Hey.

[Lindsay Roman]

Hey. I'm Lindsay Roman.

[Evie McLeod]

And I'm Evie McLeod and we are family and legacy focused serial entrepreneurs and the founders of the Hart University, a business education company with a mission to help you thrive in your business and life.

[Lindsay Roman]

Welcome to our Entrepreneur cocktail hour where business and marketing strategies meet faith, Real talk and raw in life changing conversations.

[Evie McLeod]

At the end of the day, we are all in this together, figuring out how to navigate the ups and downs, the messy and the beautiful and everything in between. This is a community where you can come as you are, get inspired and walk away, equipped to build a legacy filled life.

[Lindsay Roman]

You're listening to the Heart and Hustle podcast. All right, Evelyn.

[Evie McLeod]

Are you going to start this whole calling me Evelyn thing.

[Lindsay Roman]

Again for some reason? What? I'm like, all right, Evelyn, when I didn't grab my water or coffee or whatever I'm drinking, it just sounds so conversational. I love starting the show like that.

[Evie McLeod]

Ironically, you're using my full legal name, Evelyn Grace. Evelyn.

[Lindsay Roman]

All right, Evelyn, let's talk about a rebrand.

[Evie McLeod]

Let's talk about a rebrand.

[Lindsay Roman]

Absolutely. I need to stop that.

[Evie McLeod]

I feel like the question that most people are going to have as like.

[Lindsay Roman]

The primary took you so freaking long.

[Evie McLeod]

Oh, well, that's not what I was thinking, but that's a valid question. I was going to say, like, how do you know when it's time to rebrand?

[Lindsay Roman]

Oh, I would love to answer that.

[Evie McLeod]

Okay. Personally, you're on one. Go ahead.

[Lindsay Roman]

I'm on one. Because you're, you're giving like fire.

[Evie McLeod]

Like you were just given a full Red Bull.

[Lindsay Roman]

Yeah.

[Evie McLeod]

Okay.

[Lindsay Roman]

Even though it's just water. It's just water sitting here.

[Evie McLeod]

Um, it's also the end of the day. I'm shocked she has this much energy. Can you.

[Lindsay Roman]

I got a second wind. I feel like personally and, and just in general, I feel like when it's time for a rebrand is when I think the visuals. Rebrand is about more than just visuals. But I feel like that's like one of the bigger signs, at least for me. And I think anybody that's in like a visually heavy or personal brand, when I say visuals, I mean like your website, your branding, the color tones, like the, even the graphics to extent, like anything that's visually a part of your brand. Yeah. Even sometimes, like the copy, like the language that you're using, like the tonality that you're using, that's easier to tweak.

[Evie McLeod]

A little bit here and there versus update versus like a full rebrand. Yeah.

[Lindsay Roman]

But whenever that's feeling unaligned from either what you're currently doing, like the clients that you're currently serving, or just like your heart, maybe you're still serving the clients that, that match and go with the old brand, but you're like something is misaligning.

[Evie McLeod]

Yeah.

[Lindsay Roman]

And I, I like, I no longer Feel fulfilled or I no longer feel like this represents my business or me. Especially if you are a part of your business like we are. Yeah. I feel like it's like red flag land.

[Evie McLeod]

Like, yeah.

[Lindsay Roman]

Like if, if you almost. Here, here's a marker if you feel embarrassed to like point people towards your website.

[Evie McLeod]

Oh, big ding, ding, ding.

[Lindsay Roman]

That's a big. Yeah, like marker that like, oh, something needs to change.

[Evie McLeod]

Yeah.

[Lindsay Roman]

Or I would feel like if you're no longer getting traction with it or if you're like your work is or not your work. Sorry, your inquiries. I guess this is specifically for service based businesses. I guess. But like you could say even sales if it's a product based. But like if sales aren't. Aren't coming in as much as they used to or something isn't working. Maybe in your business that could also be another marker of like, oh, am I aligned not even with myself and personality, but like, am I missing something that's moved on in culture and I'm like dated.

[Evie McLeod]

Yeah.

[Lindsay Roman]

Or something like that. I feel like all of the above applies to me.

[Evie McLeod]

Yeah, totally. Well, I think that kind of, that kind of goes into the. The other burning question that many people are probably experiencing, which is what took us so freaking long to rebrand?

[Lindsay Roman]

I. Life, Listen, life.

[Evie McLeod]

Well, can. Can I be honest?

[Lindsay Roman]

Oh, I would love.

[Evie McLeod]

Okay.

[Lindsay Roman]

I mean we only be honest on the show.

[Evie McLeod]

Well done. But I'm going to, I'm going to tell it to you straight about our sweet listeners there. When. So the last time, I think both of us were right around the same time the last time we did a rebrand too, of like 2019. 18 or 19.

[Lindsay Roman]

I think we might have started it in 2018.

[Evie McLeod]

Maybe launched at beginning of 19. Something.

[Lindsay Roman]

I think so something around there. I just know that like the copyright on the bottom of my site says 2019. That's the only reason I know.

[Evie McLeod]

Okay, so roughly around the same time we both did a full like rebrand and new website and all the things.

[Lindsay Roman]

That's not that long ago. But then that's actually like so long six years ago. That actually feels right. That makes so much sense.

[Evie McLeod]

Why six years?

[Lindsay Roman]

Okay, great.

[Evie McLeod]

At least for me, my photography business began slowing down in 2019. So roughly. And what I mean by that is I. The heart was blowing up. We were doing all these courses. Like things were exploding. And I knew that for 2020 I had to slow my bookings down and I was already. I was getting hundreds of inquiries per year. So 2019, I think I got 300 plus inquiries if I remember correctly on that calculation, like 327 or something like that. And I was only taking at max. My max years were like 30 plus weddings. Um, so I knew for 2020 it had to slow down a little bit anyways, for me at least. And then Covid happened and then so much was happening in my business for like several years.

[Lindsay Roman]

You had swim, we were still doing the heart.

[Evie McLeod]

I got married, I moved. There was a lot happening.

[Lindsay Roman]

You're busy.

[Evie McLeod]

Yeah. Sometimes life just gets out of control and I try.

[Lindsay Roman]

You're like, listen, my website is the absolute last priority right now.

[Evie McLeod]

There was just a lot happening. I was still booking, I was turning away many, many, many ideal clients. And so even though I, I feel like within a couple years or even sooner of that rebrand, I felt myself kind of shift away from the visual style and different things. I. It was not my priority because everything that actually mattered, like my KPIs, my key performance indicators, my inquiries in my bookings and the price point I was at, the clients I was serving were all still working. Even if I would agree that there was like the visual disconnect from, from that brand at. At a certain point, I feel like.

[Lindsay Roman]

Both of our photography styles began shifting too, from like adventurous, boho, free spirited, like elopement type style to more of like that documentary, film, editorial, a little bit style.

[Evie McLeod]

Yeah.

[Lindsay Roman]

But I feel like that shift was roughly around like 2022 to 2023.

[Evie McLeod]

Yeah, it was a slow, it was a slower shift. And yeah, there was just, there was a lot happening. Basically. I recognized like, I would even have coaching sessions with students where we'd be going things and I would pull up my website as an example to, to tell them, you know, a certain section or something.

[Lindsay Roman]

I would be like, don't look at my website. Do what I say, not what I do well.

[Evie McLeod]

But here's, that's the thing. I would still pull it up because there were still principles in my website that I was very proud of and, and concepts and things, but I would be straight up honest with some of my client and coaching students at times where I would pull it up and I would be like, I am well past due for a rebrand, so ignore that disconnect. And you know, at least for me, it was like, this is something that I really care about and I really care about changing, but it is not a priority affecting my bottom line and therefore it is not a priority for me. But then that almost as I said that, I was like, oh, does that make it sound like at least for me, my rebrand finally happened when I had capacity for it. Not necessarily because I was like, oh, my gosh, my bottom line is absolutely ruined by this brand now. It finally just got to a place where my life was settled enough, where.

[Lindsay Roman]

And you're like, I can focus on it now.

[Evie McLeod]

Do it. And I was like, oh, my gosh. Okay. I'm not.

[Lindsay Roman]

I see.

[Evie McLeod]

I feel like doing a million things.

[Lindsay Roman]

It was a little different.

[Evie McLeod]

Okay.

[Lindsay Roman]

Because I feel like my bottom line. Well, I feel like my bottom line was impacted, but I, I. I don't know if I chalk that up fully to just like, my website.

[Evie McLeod]

I think you weren't focusing on weddings as much.

[Lindsay Roman]

No, I mean, you weren't either, but I feel like. I think we talked about this in a friend chat. There was a moment, I think it was when I moved from Hawaii to Kansas where I was still booking weddings. Not a lot, obviously, because I wasn't focus it as heavily because of the heart, because of education. I became a mom. Like, there's, There was many factors in that, but I remember, I think since, since that and even since the slowdown of the heart, like, when we downshifted, I think you've still always got more inquiries than I did, being, like, even more expensive. And I think we talked about this. It's because when I moved to Kansas, I. I don't know what possessed me to do this. I think I was, like, trying to do the Jenna Kutcher thing, the Jasmine star thing, where I was like, I'm over weddings. I'm done. I'm going to be a star.

[Evie McLeod]

Or, like, I'm going to be, like, a public speaker.

[Lindsay Roman]

Right. Which there's obviously still a part of me that, like, likes that. But when we downsized or. Sorry, when we got to, like, really, like, education girl boss courses, there was an element of weddings and the art of photography that I just missed. And I feel like you all totally. And when we downsized, I, I have so many things that I'm trying to say here. Where was I originally?

[Evie McLeod]

Your brain is squirreling.

[Lindsay Roman]

It's s. Squirrel. It's like, what was I originally? Let me try to get back on the.

[Evie McLeod]

You were talking about your story was different and how your inquiries.

[Lindsay Roman]

Because I changed. I took. When I moved to Kansas from Hawaii. I changed my website because I was like, oh, I no longer live in Hawaii. And all my SEO on my site was for Hawaii. And I was like, I need to stop getting Hawaii increase.

[Evie McLeod]

Yeah.

[Lindsay Roman]

But instead of switching it to Kansas because I was like, I don't want Kansas weddings. That's maybe sad, but like, I still wanted to be like destination, but instead of doing. I feel like it's hard in my opinion to do destination only SEO. Like, yeah, like, I feel like rarely is somebody typing into Google like destination.

[Evie McLeod]

I mean, maybe no, but I think, I feel like they find you because.

[Lindsay Roman]

I feel like you.

[Evie McLeod]

Yes, but you also, I think target multiple locations instead of just one. Like, instead of hitting.

[Lindsay Roman]

But I didn't do that. I switched all of my SEO on my site to be like education, marketing coach, business educator. Like, Like, I went through, I think with Sarah, my designer at the time, and I think I had her like, I, I hired her just for like an SEO rebrand where re. Like, where I went through like, and had her on the back end, like rename every single file, every single image. And it was, it was fully like, yeah, marketing coach, business educator, photography education, like all of that. And I feel like that. Oh, and I also switched. My site was like, like a normal photography site where it was like home about and then I would have the experience and I would have like a portfolio.

[Evie McLeod]

It was, it was all geared towards speaking at photographers, Bride, brides.

[Lindsay Roman]

And then like one page for education. When I had her do that SEO switch, I flipped my site so that the main primary target was, was like. Or like photographers, education, business owners. And then I put everything for photography on one page and call it photography.

[Evie McLeod]

I feel like that because I didn't do that.

[Lindsay Roman]

You didn't do that. And I think that served you better as far as like getting brides or like inquiries. I feel like over the years, like from 2022, probably since that happened till now, before I rebranded, I. I would constantly be like, get questions of like, wait, do you still do weddings? Like, that was not very obvious, like, at all. And I was like, of course I do. What do you mean? What do you mean?

[Evie McLeod]

You're like, offended? Yeah, like, what do you mean?

[Lindsay Roman]

That's like, it's very obvious. And everyone's like, this is not very obvious.

[Evie McLeod]

So funny.

[Lindsay Roman]

So I feel like for me it was, it was all the misalignment of like, I no longer felt aligned with a abstract blob.

[Evie McLeod]

So specific. I love it.

[Lindsay Roman]

I no longer felt aligned with a paint streak. Like, that was like, that had its moment in like 2019.

[Evie McLeod]

Yeah.

[Lindsay Roman]

To like, I don't know, 2021. Maybe there was a moment where like every single photographer's website looked like a boho dream with like paint streaks and abstract blot. Like, ours included. And I got To a point where one, like the inquiries weren't coming in again. I don't know if that was purely just like the design or like the look of it was different. I think the look of it was different than what my personal style was geared toward. I feel like for a while, like, we both were very misaligned. Like, it was. I was like, I'm not even hating on the design of our old site. Like, I love the design.

[Evie McLeod]

The design of our old site was impeccable.

[Lindsay Roman]

It was perfect for the season that it was created in and for where our businesses were. Like, for the elopement. Like, it was like, perfect. And I think once we grew, I mean, we. Everyone grows up and like, yeah.

[Evie McLeod]

Changes as you do styles, our home.

[Lindsay Roman]

Decor styles are like, everything changed.

[Evie McLeod]

But our websites were still weddings and clients that we were shooting and like.

[Lindsay Roman]

Like stuck in that 2019.

[Evie McLeod]

Yeah.

[Lindsay Roman]

And even like the editing style. The editing style for both of us changed, but we were still putting it on the old website.

[Evie McLeod]

Yeah.

[Lindsay Roman]

And it was like kind of a disconnect. What's going on.

[Evie McLeod]

Yeah. So that was our big. We definitely hit a point where, at least for me, it's been years on my list, like, genuinely. And this is one thing that I've taught students, ironically, when talk about like the four list system. And sometimes things stay on your list for a long time before they finally hit a point where it's in your 20%, in the 8020 principle. And I'm not to get into like, time management, but it becomes something of priority that then it becomes something that you either have capacity for or it shifts up in priority. Things like that. For us, for a long time, it was not in our top 20%. It was not the things that moved the bottom line for us that we had to focus on or that we had capacity for focusing on. It was something that remained on my list for literally, I kid you not, four plus years. And then this year, ironically, last year.

[Lindsay Roman]

You started this last year. I remember you showed me your, like.

[Evie McLeod]

Site fully last summer.

[Lindsay Roman]

Evelyn. Evelyn.

[Evie McLeod]

It was done last year. Rebrand.

[Lindsay Roman]

To be fair, you were dealing with a lot last summer.

[Evie McLeod]

Yeah, last summer was insane for me. And that's. That was a big part of why it didn't happen. And then I just wanted to take a break through holidays. And then our rebrands were not supposed to happen at the same time.

[Lindsay Roman]

No.

[Evie McLeod]

Like, we didn't talk about really close to each other.

[Lindsay Roman]

Like, we were living our own paths on our own lives.

[Evie McLeod]

I knew that was like on your radar. At some point. But mine was supposed to have happened basically a year before yours. And ironically, they're like a week apart.

[Lindsay Roman]

That's so funny.

[Evie McLeod]

It's okay. We're just. We're soulmates and things.

[Lindsay Roman]

Apparently, we're all aligned.

[Evie McLeod]

Yeah. Okay. So connection.

[Lindsay Roman]

I feel like we both had the disconnect visually. Well, here. Let's talk about visually, about your. I feel like our old brands were a little different, but. But still kind of very much the same in color, tone, in. In style.

[Evie McLeod]

Old brands or new brands?

[Lindsay Roman]

Old brands. Yeah. Like, what about yours was it, like, felt like. Did you feel a disconnect? Like, yeah, like.

[Evie McLeod]

Oh, totally.

[Lindsay Roman]

Like, what about that?

[Evie McLeod]

Everything. Everything that you said, I loved, I loved that brand. I. In no way did I.

[Lindsay Roman]

It was very much you.

[Evie McLeod]

It was very much me.

[Lindsay Roman]

But I feel like I matched your Ventura first apartment.

[Evie McLeod]

Yeah, that's what I'm saying. My home decor style. I was very, like, boho into, like, the. The rust.

[Lindsay Roman]

Ironically. Now, if you've seen her. Her new brand, we're in her house. Can you tell? Yeah, you can. That's, well, the same vibe, because look at the gingham.

[Evie McLeod]

Realistically, I do think there's an element, and not everyone feels this depending on, like, your brand, but mine being a very personal brand and very attached to me as a human being and as an artist and as a creative, I feel like there is. My home is a reflection of my creativity and my brand and my. My photography also is as well. And for the longest time, there's a huge disconnect between my, like, my personality and, you know, everything. Like, I. I shifted a lot, especially when I got married. So 2021, definitely.

[Lindsay Roman]

You've calmed down.

[Evie McLeod]

Yeah.

[Lindsay Roman]

Wow. I'm just realizing that now I'm like, you're toned down. Like, you're a calm little homemaker.

[Evie McLeod]

It's funny because there's still. There's still totally an element of me. Like, everything that used to be a big aspect. Like, I was thinking recently about the. The dancing stories. That was, like.

[Lindsay Roman]

Yeah, we were, like, iconic for that. I feel like I can't even remember the last time. Well, actually.

[Evie McLeod]

Well, we still will dance sometimes.

[Lindsay Roman]

Occasionally. We did it, like, every day.

[Evie McLeod]

It was like, every day there was a dancing story. And I would just like to point out that this was before TikTok was a thing. This was before, like, dancing on wheels were a. This was before reels were a thing. This was before, like, dancing on the Internet was a big thing, and we were, like, kind of shocking for it. That we would just be, like, randomly dancing.

[Lindsay Roman]

I think it's just because we're bat. Ish. Crazy.

[Evie McLeod]

Yeah, we.

[Lindsay Roman]

And that was genuinely us. That still is us.

[Evie McLeod]

That was me. I will. I will still totally dance around, but now I'm more likely to dance around to, like, Pride and Prejudice soundtrack in my home than to, like, like.

[Lindsay Roman]

Yeah, by Jason Derulo.

[Evie McLeod]

I was thinking. What's that song?

[Lindsay Roman]

Yeah, by Usher is iconic.

[Evie McLeod]

Well, but I was more thinking the Justin Timberlake. Timberlake song. That.

[Lindsay Roman]

That is, like, iconic in the. In the. In the. In the Trolls movie.

[Evie McLeod]

No, no, no, no, no, no, no. It's an old one. Anyways, I'm not listening to. Not that I'm not listening to, but I'm.

[Lindsay Roman]

Cry me a river.

[Evie McLeod]

No, it's like. It's like an iconic, like, wedding.

[Lindsay Roman]

Yeah, no, I'm going to have to. I'm so sorry. I'm going to have to. No, you keep talking. You keep talking. Hold on.

[Evie McLeod]

Is I. It's on the Heart Old. The old Heart Workshop dance playlist.

[Lindsay Roman]

Okay.

[Evie McLeod]

Anyways, as she pulls that out, if.

[Lindsay Roman]

I just type in Justin Timber, I.

[Evie McLeod]

Just changed and evolved and there was a part of me that really settled down. I think Covid was a big part of it. I think a lot of us experienced that.

[Lindsay Roman]

Like the Can't Stop the Feeling. No, no, that's the choice. Maybe it's sexy back. Yeah, I think I'm bringing sexy back.

[Evie McLeod]

I think that's what it is.

[Lindsay Roman]

That has to be that one. There's no other ones that are popular. I mean, that's not true.

[Evie McLeod]

Maybe it wasn't Justin, Is there one like Stoplight? Is that what I'm thinking?

[Lindsay Roman]

Was it Bruno Mars? No, I don't know what Stoplight is. I don't know what you're talking about. Okay.

[Evie McLeod]

I don't know what I'm talking about either.

[Lindsay Roman]

Stoplight. I've never heard. There's not a song called Stop.

[Evie McLeod]

It's on the old Heart dance playlist. I know that for a fact.

[Lindsay Roman]

Okay.

[Evie McLeod]

Anyways, yeah, there's just a disconnect. I feel like we just both. We. We grew up. I feel like I matured and not in the sense of saying I was immature before.

[Lindsay Roman]

24K magic. That's Bruno Mars.

[Evie McLeod]

No, it's not Bruno. I know that.

[Lindsay Roman]

Light it up. I know that for a Shut up and dance. No, this is dating us so bad.

[Evie McLeod]

These are all the songs that we used to dance to on our stories daily.

[Lindsay Roman]

Can't Stop the Feeling from Butchers and Timberlake is on Here, like.

[Evie McLeod]

No, but it's not that one. No, we know the song. We're very aware of the song.

[Lindsay Roman]

Pop by NSync.

[Evie McLeod]

What?

[Lindsay Roman]

Pop by NSync. No. Okay. Strip that down. Liam Payne RIP.

[Evie McLeod]

Oh my gosh. Lindsay's getting off. Okay. Anyways, I think we just. We regrew and my brand no longer reflected the person that I am whatsoever these days. Oh my gosh. Okay. Can we get on track again?

[Lindsay Roman]

That was rock your body by Justin Timberlake. Okay. Okay. I'm so sorry. I'm locked in.

[Evie McLeod]

I'm just gonna. I'm. I'm done talking. That I disconnected very much. Is that good? From my brand? From my brand. I mean.

[Lindsay Roman]

Yes. Yes.

[Evie McLeod]

Cool. So can I answer your question?

[Lindsay Roman]

I think so.

[Evie McLeod]

Okay.

[Lindsay Roman]

I was asking about the visuals, which you. You answered.

[Evie McLeod]

Yeah. I'm much more like vintage nostalgic. Like, I want things that have a rich history that I'll.

[Lindsay Roman]

I'll.

[Evie McLeod]

I would rather. I would so much rather pay, I don't know, $80 for, or 180 for, like a vintage antique watch than to pay $1800 for a name brand. Not that that was me before either, but like, I don't know, there's just an element of.

[Lindsay Roman]

You was vintage before.

[Evie McLeod]

Well, I always. I always had an old soul, but I was not living in that.

[Lindsay Roman]

Right. You're like the visual interest of your life didn't equate to old soulness at that time.

[Evie McLeod]

No. Is your workflow for your clients all over the freaking place? Is stuff falling through the cracks and you feel so overwhelmed trying to stay on top of client communication? Don't worry, we have all. If that is you, you have to hear about the best investment we have ever made into our businesses. Honeybook, a client relationship management software. It is an all in one project management tool that is designed specifically for creative entrepreneurs.

[Lindsay Roman]

When I tell you it streamlines everything and gives me my life back, I am not kidding. Integrated inquiry forms, client workflow and automations, contracts, invoicing, calendar integration. They also have templates, brand customization abilities and an app so you can send invoices and emails while you're on the go.

[Evie McLeod]

Honeybook gives you the ability to streamline everything for an excellent client experience directly from your fingertips. So you no longer have to spend 24,7 working in your business and you can get back to living your life instead.

[Lindsay Roman]

We promise Honeybook will revolutionize your business the way it has ours. In addition to a free seven day trial, we have an exclusive offer for our podcast listeners. 35% off the first two years. All you have to do is go to share.honeybook.com and claim your discount. That's share.honeybook.com heart or you can check out the link in our show notes.

[Evie McLeod]

Hello. I wanted to interrupt this episode really quick to remind you that we have an apparel shop with heart filled pieces. See what we did there that we have designed with you in mind.

[Lindsay Roman]

In the shop we've got T shirts, crop tops, sweatshirts, mugs, hats and more, all created with comfy and cute designs that you can rock in your everyday life.

[Evie McLeod]

This collection is for you if you love the show and want to share it with your friends in a cool way. Or if you want to wear something cute as heck that was intentionally designed with powerful phrases to remind you that you can do it, you were made to be a world changer and that the Lord created you wildly capable of big freaking things.

[Lindsay Roman]

Now Obvi, this is a podcast and we can't show you how cute as heck these pieces are on the show. So run, don't walk to the heart shop to check out our apparel and more. You can head to www.theheartuniversity.com appare to grab your favorite pieces today. Yeah.

[Evie McLeod]

Anyways, okay.

[Lindsay Roman]

So what, how did you, how did you start your rebrand? Like, obviously it was like for you it was like a year ago. But like what was the process of identifying like how you wanted to go about it? What like new, how you wanted it to match your new work, your new interests? Like how did that come up about.

[Evie McLeod]

I feel like I already kind of had a lot of clarity, especially being not to sound arrogant at all, but being in this industry for so long, being a coach for so long, I already kind of knew and I've rebranded multiple times. Like 2019 wasn't my first brand by any means. It was like my third. I kind of knew the process and knew the marketing foundations of things. So I already kind of had a really good idea of who my like updated ideal client was. But I will say when I really sat down to rebrand and I sat down with my designer, we I basically had to finish fleshing out like my new ideal client avatar and really getting in the details and in the grooves of like what do I want this brand to reflect? How does this tie in with me, with my interests, with because I still wanted it to be a reflection of me. I didn't want to pull myself out of it even though and that was one of the biggest things too is my old website was when I was charging like 4,000 for a wedding. Now I charge like 14,000 for a wedding. Obviously there's, there's variants in there, but like my packages start around ten grand. And that was a big disconnect for me too. I felt like the brand did not.

[Lindsay Roman]

Reflect that level of high end ness.

[Evie McLeod]

Yeah, not that, not that. The, it was just the, the brand was very playful and young and even certain things of the way the website was designed was perfect for that ideal client at the time. But I felt like there was a disconnect from my current ideal client. So I was able to kind of identify that and recognize I want this to be a little bit more of an elevated, polished experience while still keeping the personal aspects of me and my soul in this brand. And I knew, you know, I, this is my ideal client. This is how I want to reach them. The things that I think we will connect the most on and I want to tie that into my brand. And so even certain things, like if you, if you go through. Oh my goodness, almost knocked that over. If you go through my new brand, my new website and things, you will notice that there is like a brand pattern that my designer and I intentionally created to mimic like a vintage French wallpaper. Because that's, that's me. That's something that I would want in my house. Like, but it also is going to draw the eye of my ideal client who loves like rich history and character and charm and they want things that feel a little more nostalgic. And so my, my branding process with my designer was very much tying in my ideal client with myself and my heart and soul and like the season I'm in and trying to blend those two beautifully. And I 100% think and hope that that's what this rebrand does. But it feels, it feels so good to feel aligned. Aligned after years of.

[Lindsay Roman]

Not after years of being like, oh, don't look at the website, look at my work. It's really good.

[Evie McLeod]

100%. Yeah. What about you? What was the, what was your process of like, your rebrand?

[Lindsay Roman]

I feel like my, I've always struggled with the balance of wanting my work to an overall brand to look and feel high end, elevated, elegant. But then if you know me like.

[Evie McLeod]

You'Re not exactly the most pristine, polished.

[Lindsay Roman]

I'm not real fine. I'm not introverted. I'm. I'm a fun time. Okay.

[Evie McLeod]

In case you can't tell by her just pulling up about six old 2000s.

[Lindsay Roman]

Throwbacks, the rock your body is still in my. My mind rock your body. Oh, that's Gonna get, that's gonna, I'm ruined for the rest of the day. That's gonna be my head.

[Evie McLeod]

You're gonna play that on your head?

[Lindsay Roman]

In your head. You're welcome. So, so I've, I've always struggled with the dichotomy of like I, I love like my natural interests, whether it's interior design or visual interests, like brand elements, fonts, things like that. Like I've always been attracted to things that look refined, minimal, elevated, elegant, but with like an edge, like a slight edge twist to them. Yeah, but, but very like minimal, elegant, refined is how I would describe that. But I've always been like anybody that has a website that purely would be described by those words, in my opinion they come across as boring or like. No, not even boring. No, no, like it means like, like I feel like that I'm not I tagging anybody. I'm saying that like when you look at like a high end luxury website.

[Evie McLeod]

Can I just be brutally honest?

[Lindsay Roman]

Oh my gosh, yes.

[Evie McLeod]

Because we've talked about this. Lindsay and I've talked about this as friends in, in the rebrand process with both of us. I think there is a different clientele in the high end market where you are often, very often speaking to either wedding planners who are looking at a million sites for their clients or you are speaking to very high achieving, high income, no nonsense people who like an.

[Lindsay Roman]

Abstract blob is not going to do it for them.

[Evie McLeod]

Well, but it's more than that. It's more than that. You're with these high end websites, a trend that we have commonly seen the photographers who, who are 10, $20,000 starting price ranges and above. There is, it's very, the website is very stripped down to be the bare bones of information about portfolio contact. It's very, very like to the point which I completely understand the strategy behind completely. I understand that you can't have as much fluff on that website as the.

[Lindsay Roman]

Bride who, they're not gonna take time to read it.

[Evie McLeod]

Who is spending three weeks to three months trying to pick and find the right photographer and willing to read through more stuff on a website like it's a different clientele. You have to have more information immediately available. Obvious, clear. But the thing that Lindsay and I have both struggled with in the high end price point photography websites is that in get in, in trimming down all the fat, all the fluff and just giving the meat and just giving the.

[Lindsay Roman]

Like not even the meat facts, I would say that high end, most high end photographers, they're portfolio Driven, which to an extent I would agree with, like that's ultimately why a bride is probably higher. Any bride is probably willing to spend.

[Evie McLeod]

That amount of money.

[Lindsay Roman]

Yeah, it's like you have to be dang good at your art part.

[Evie McLeod]

Totally.

[Lindsay Roman]

Like the work has to speak for itself and oftentimes I feel like people just let it speak for themselves. I think often because they don't almost need to sell to a bride because planner connections. I was gonna say referrals.

[Evie McLeod]

Once you get into luxury market referrals are everything.

[Lindsay Roman]

It's almost like your website's non existent other than just to house your portfolio.

[Evie McLeod]

You're not using it to really even sell. So what we've noticed in a lot of the high end vendor websites in general is that they're so stripped down that they're almost boring. Yeah, if she says boring I would say like there's no unique defining soul like of that creator of that creative of that vendor in the website because it's all stripped away to just give bare, bare bone facts.

[Lindsay Roman]

Like it gives this, this image that the photographer is a very quiet, introverted, mysterious. Yes, mysterious and aloof is a big one like person which I think can I feel like that I don't know what it is about the high end.

[Evie McLeod]

Space that like people are mysterious because.

[Lindsay Roman]

I would say that even people that like have exciting, engaging personalities still have websites that look like that. And I think for me the, the disconnect that I've always found is like I'm, I'm visually attracted to more of that luxury high end look in life.

[Evie McLeod]

But you're not boring.

[Lindsay Roman]

But I'm not boring.

[Evie McLeod]

Not saying these other people are either. They're like their websites just occasionally reflect that.

[Lindsay Roman]

Yeah, maybe.

[Evie McLeod]

And not. That's not every single website like I've no for sure.

[Lindsay Roman]

And I feel like in the pat like my old website, that's been my website until now but since 2019 I feel like it, it was more playful and young and quirky and like fun and pizzazzy more than it was high end and like minimal luxury. Like it was, it was trying to be that but it wasn't fully that because at the time that's what not.

[Evie McLeod]

Who I was and not the clients realistically that you were really right.

[Lindsay Roman]

I was wanting like the fun spunky. Not that I don't want fun spunky people but like you get it like it's just like a different style of art and I feel like the old website and the old brand really relied more on like my personality being like the selling point maybe before the work. And I tried to intentionally flip it a little bit. And I. With my new rebrand, if you've seen it or if you go see it after listening to this episode, you'll notice that we like very much tried to attract more of that elegant, minimal, elevated, high end bride, but tried to, in a luxury way, put very intentional elements of my personality. So the way that me and my designer realistically did that was through like one of the brand colors is red. But it's very, very. It's not like a. You're not going to see like a red canvas on the site. It's like very delicate. It's only like in handwritten elements or like circles or underlines. But we did it in a very understated way where it's like it almost. I think the image that I gave her, I was like, I want this to look like the editor of like Vogue gave you her. Her mock up she. Or her like edit of like an addition where it's like she almost collaged things together. But it looks very high end. It looks very high F. And it. It looks like she just took like a red pencil or a pencil. It just happens to be red on my site. But, like, and like scratched out things or circled things and like wrote things. And like, there's a. There's a way that you could do that in a very, like, quirky kid way. But I really, really tried hard to make that feel elevated. But I feel like that still represented my personality.

[Evie McLeod]

Yeah.

[Lindsay Roman]

And so that it's. It doesn't feel like every other site.

[Evie McLeod]

Yeah.

[Lindsay Roman]

But it. But it still feels. Not kiddish.

[Evie McLeod]

Yeah.

[Lindsay Roman]

If that makes sense.

[Evie McLeod]

100. Yeah, absolutely. Launch strategy.

[Lindsay Roman]

I don't know, man.

[Evie McLeod]

Well, can we.

[Lindsay Roman]

I forget that this is coming out.

[Evie McLeod]

I was gonna say. I was gonna say. Can we be honest? We are recording this technically.

[Lindsay Roman]

When are we recording?

[Evie McLeod]

March.

[Lindsay Roman]

March 17th. Oh, St. Patrick's Day. We're not wearing green.

[Evie McLeod]

Oopsies. We're recording this before either of our launches and rebrands have technically happened. So. Yeah, I feel like I have a rough idea for mine for sure. But I have not. It has not been like, completely implemented.

[Lindsay Roman]

Same.

[Evie McLeod]

So I think why don't we share? This will be fun, actually, for people to hear.

[Lindsay Roman]

What are we gonna do?

[Evie McLeod]

People to hear?

[Lindsay Roman]

We don't know.

[Evie McLeod]

But you know, you already know. You know before we know. That's so fun. Like what? What is. Do you have any thoughts of what you're wanting to do?

[Lindsay Roman]

So right now I'm Kind of winging it, like low key. I have a rough strategy I've started especially because my feed has been a hot mess express. I think ever since I scaled down on weddings, really pivoted more into education. For a minute there, I tried to be a momstagrammer. For a minute there, I was an educator. For a minute there, I was just re. Sharing everything with the heart post. It was just mess. And visually, I think this is another element of rebrand. And this is maybe more Instagram than. Than like a website or like launch. But like, I went, if you can like bird's eye, view third person's perspective, audit your own work and audit your own site, Instagram, everything and put on the hat as if you're your ideal client. Like, if I went to my own feed 100, I could see why I wasn't getting like as many inquiries as I did before. Because it's like, well, that you're not showcasing any wedding.

[Evie McLeod]

Confusing also.

[Lindsay Roman]

It's very confusing. There's shots from Paris venue and Evie twiddling down in the Eiffel Tower. Then there's like a shot of your family, which is fine.

[Evie McLeod]

I was gonna. I wanna touch on this really quick because you're almost. It sounds like you're almost dissing on a personal brand where there's personal aspects thrown into your marketing.

[Lindsay Roman]

But it's. I think I did more personal brand than anything else. Than anything else. And so there wasn't really any wedding work at all. And it wasn't clear.

[Evie McLeod]

And also, I feel like for a long time we just relied on like, our name in the industry and people already like, knowing us, loving us, seeing our work.

[Lindsay Roman]

Well, also pivoting more into education than. Than. Yeah, I feel like I will still.

[Evie McLeod]

Say my education is still significantly more pumping than my weddings and I want it that way. Right. I want to be home.

[Lindsay Roman]

They're more bought in and they're more willing to like, dig, like for the. For the. Because they're. I think they're coming more from a personal brand side. Not that the. Not that the bride clients don't come from a personal brand side, but I feel like I don't. Specifically for me, my feed was a hot mess express and I was like, I want a visual switch up, up. And I also, you know, I'm a swifty, you know, that I love. We've done this for the heart. We've done scavenger hunts. We've done like cryptic, fun things. And so I went to chat gbt and I was like, help me Listen, help me. And I gave it like some ideas and it went off on that. But I. I came up with like a. I basically, if you saw. In the month of March, like right now I'm slowly posting only black and white photos with like no explanation. And also I'm really. I feel like both of us usually write like really long captions. I'm just like doing some one liner sentence. Listen, I'll read you some. You've probably seen it. But like, so that's. That's. I'm leading up to.

[Evie McLeod]

You're black and white ing your feed.

[Lindsay Roman]

I'm black and white in my feed until, like the rebrand. Yeah, until. And then, and then like switching it. But I've also. I don't know again, this. You're getting this fresh because I haven't done it yet and I haven't fully flushed it through. But I want to do like, almost like, like a couple. Like maybe. Maybe closer to launch for me. I want to do. Maybe I'll still make the COVID photo black and white, but like make the. All the posts be reels that are like, this will be fun. If I don't end up doing this. You're gonna be like, what? What did you do?

[Evie McLeod]

Like a.

[Lindsay Roman]

Almost like a tiling. Like a real. No, like, I want to do a reel. Like a bunch of reels that are like three seconds long that are literally just like a close up of like, like something vibey or like.

[Evie McLeod]

You're going very mysterious and cryptic.

[Lindsay Roman]

Yes, I'm trying to go very mysterious and cryptic to make people be like, what is happening? What is she doing?

[Evie McLeod]

And you're gonna change your bio, Is that right?

[Lindsay Roman]

I'm gonna delete my bio. I haven't deleted my bio yet on March 17th, but I wanna, I think closer. Maybe like, April, I wanna delete my bio and be like, something's coming. No, it'll be better than that.

[Evie McLeod]

I love it.

[Lindsay Roman]

We're still workshopping.

[Evie McLeod]

Things are still in the process.

[Lindsay Roman]

Yes, yes.

[Evie McLeod]

So very mysterious, cryptic. You're like, like intentionally, like subtly, like leading up for weeks and black and like putting black and white for your feed with like cryptic captions. Gonna delete your bio and then are you just gonna be like.

[Lindsay Roman]

Like, I think so. I think so. That's still workshopping, like, how the unveiling.

[Evie McLeod]

Will go because people know you're rebranding lightly. Lightly.

[Lindsay Roman]

Yeah.

[Evie McLeod]

Okay.

[Lindsay Roman]

Yeah. Like, wait, do they. Yeah, yeah.

[Evie McLeod]

You've. You've posted it on your public stories.

[Lindsay Roman]

I've just been trying to be cryptic on like when it's happening, what it looks like.

[Evie McLeod]

Totally.

[Lindsay Roman]

All the things.

[Evie McLeod]

Yeah.

[Lindsay Roman]

So that's. That's my plan. I don't know exactly what. I'll probably do a launch of some sort or like a scavenger hunt on my site or like a giveaway of some sort. Maybe presets. I'm not sure yet. So that's. That's gonna. I'm figuring that out. What about you?

[Evie McLeod]

I'm still figuring mine out for sure. Still too. But ironically mine's like a couple weeks away, so I gotta get on that. But my plan is I'm not gonna do. Honestly, I'm not gonna as intense lead up. Cryptic wise. I'm considering to do a similar of like a separation on my feed and like reflect the new planning.

[Lindsay Roman]

Do you mean like a one where you like split up one photo into.

[Evie McLeod]

Yeah, I think.

[Lindsay Roman]

How folklore Taylor Swift of you.

[Evie McLeod]

Okay. That was a thing before that many.

[Lindsay Roman]

I know.

[Evie McLeod]

Do not connect me to Taylor Swift. Yeah. I'm thinking about maybe doing like a tiling. Like it's one photo like divided and.

[Lindsay Roman]

Posting all at once or like slowly.

[Evie McLeod]

No, I think all at once.

[Lindsay Roman]

Okay.

[Evie McLeod]

I don't know. I need to figure out.

[Lindsay Roman]

It's like Beyonce drop.

[Evie McLeod]

Yeah. Yeah, I think so. I. I haven't. Now I have said that I'm doing a rebrand, so I feel like at.

[Lindsay Roman]

This point though, I could be wrong, but I feel like you've only mentioned it like once.

[Evie McLeod]

Yeah. Ironic on stories.

[Lindsay Roman]

So it could have been missed.

[Evie McLeod]

Well, so here's what I'm planning to do. I'm planning to do a series of, I think at least four reels leading up. So I'm doing the opposite almost. And I'm explaining like it is well past time for me to read.

[Lindsay Roman]

Or you're just like point blank talking.

[Evie McLeod]

About it for like four days leading up to it. I'm like, the rebrand is coming. The four day countdown is on. Okay, here's what you can expect. And I'm like, I'm gonna storytell through that. There's gonna be like a four series. I'm gonna talk about my old brand, I'm gonna talk about my new brand, and then I'm gonna get people excited of like tomorrow it's happening. And I'm gonna like. I have some stuff that I think I want to do. So I want to do. I think y'all will know I did this. I think I'm gonna do a scavenger hunt on my website like you said and. But I'm gonna Do two different giveaways, I believe.

[Lindsay Roman]

Do they have to find like something on your website? Because I, like, I think that's a smart thing to do to get eyeballs. Like an incentive for eyeballs to get on your site.

[Evie McLeod]

I want people to see it more.

[Lindsay Roman]

Than just like die hards that want to see it.

[Evie McLeod]

Yeah, totally. I want people to see it, but I also really want to give back, genuinely want to give back to my community. That's like rode with me through so many, so much of these ups and downs and the branding and like, I'm really excited about this. I feel like it really aligns with me and yeah, it just makes me so excited. And the last time I did any form of a giveaway, it was a coaching giveaway and it was over a year ago. And I, I was shocked. I was shocked at the amount of people that entered that giveaway and were desperate to win it. Like, like really wanted it. They weren't just like, oh sure, a giveaway. Let me enter. Like, I was blown away. I didn't realize how many people would love coaching but just can't financially make it happen right now. So what I want to do is I want to have a give. I'm giving away like a coaching session and my like entrepreneur students have an opportunity to win something and then I want to give away like a couple session and like my photography clients have an opportunity to win something. So I'll have something hidden on the website that people have to go dig for and then they have to like send me the phrase or whatever it is or like the item or whatever and that'll like automatically enter them. I have all the back end stuff that, that my team and I are setting up and then I'll, I'll give away a coaching session to somebody, a couple session to somebody else. But I don't think, I'm definitely not trying to go like super mysterious and cryptic. Not that I don't think that's fantastic. I've just been diying so much of this rebrand and like web design and everything that I'm just like swamped and buried with like all of this underneath, like the behind the scenes that I'm just like, I think I'm just going to be like, like, here it is, it's past time. It's about five years overdue. Let's talk, let's talk about it. And I think that's gonna be really.

[Lindsay Roman]

Not five because it was five years ago that we rebranded.

[Evie McLeod]

Four years overdue. I think it'll be really Fun, though. But I still need to iron out some of those, like, last little details.

[Lindsay Roman]

Do you think that you need to rebrand every year then?

[Evie McLeod]

No, no, no. But I feel like by the time my 2019 brand launched, at least personally.

[Lindsay Roman]

It was already a little bit.

[Evie McLeod]

I began a shift into a newer person or a different person.

[Lindsay Roman]

Yeah.

[Evie McLeod]

Very quickly after. And I remember within a year or so of that brand launching, I was already kind of considering a rebrand. But that's when I was like, wait, okay, I'm slowing down on weddings. Covid just happened.

[Lindsay Roman]

It's like, doesn't make sense to throw a bunch of money at something that you're not doing full time building Evie.

[Evie McLeod]

Swim at that stage. And the heart was exploding. Like, I was swamped out the wazoo. And I was like, I'm still getting hundreds more inquiries than I need right now. Yeah, you're, like, not my priority. But I remember that feeling of, like, pretty quickly after. And it wasn't anything to do with the brand. It was just I began to shift very quickly around that time of the rebrand.

[Lindsay Roman]

Yeah.

[Evie McLeod]

So, yeah, so I think I'm just gonna be like, invite people along on the journey for a few days leading up, and then it's like, bam, here it is.

[Lindsay Roman]

We love that.

[Evie McLeod]

Make it fun, gamify it and go from there.

[Lindsay Roman]

That's awesome.

[Evie McLeod]

Yeah.

[Lindsay Roman]

Well, listeners, is there anything else you want to know? You can't really answer that back, though.

[Evie McLeod]

I feel like the biggest thing here is it's time for a rebrand. If you are. You have an extreme disconnect with your ideal client. The visuals no longer align. And I would say this is a key point because we clearly felt that for several years, like several many years, when you feel like your bottom line is being affected, like, that is truly becoming a hindrance for you in booking clients, getting inquiries, like, there's something that's. It's a disconnect enough that, like, it's hurting your business. I would say those are some key red flag. Like, it's time to reconsider a rebrand. And then within that, I would say you can totally DIY a rebrand. I really, truly believe you can. But, man, it is so beautiful and so powerful to work with somebody whose job is to understand the ins and outs of how a client is going to receive things and view things and all of that. So we're big advocates for, like, if you find somebody who is really aligned who can really enhance this process for you. Especially on the branding. Especially on the branding side, because I'M like, you could get a template. Like, you can DIY this as much as you want. And I know there are some people out there who are like, you're gonna build your business in a more beautiful way than anybody else could. But there is an element that I'm like, working with somebody who knows the technology even how.

[Lindsay Roman]

No design, like, I, I know what like good design looks like, but I don't know how to create it.

[Evie McLeod]

Yeah, like, there was no way I was diying my brand.

[Lindsay Roman]

Yeah.

[Evie McLeod]

Like, my brand. Like my actual colors and fonts and, and brand patterns and all the things. Like, I don't have that skill set, but I was diying my website until I was taking too long and then I hired a friend to help come finish it.

[Lindsay Roman]

That's amazing.

[Evie McLeod]

That's amazing. So, yeah, anyways, those are our thoughts. I will say when it comes to a rebrand because I get this question a lot with coaching students. Do I need to make it a thing? Do I need to do a giveaway? Do I need to, you know.

[Lindsay Roman]

Oh, like almost launch strategy? Yeah.

[Evie McLeod]

Do I need to do a big launch strategy? No, you do not. Absolutely not. You can totally rebrand and just have it be a completely like silent thing that's just done on your back end and you begin to integrate it into like forward facing marketing. Like, you do not have to even announce that it's a rebrand. I will say though, it is a great time if you're wanting to create some stir and hype and buzz around your brand, your business, get people to your site, reviewing your offers.

[Lindsay Roman]

It's a great opportunity to utilize something.

[Evie McLeod]

It's a mile marker or a turning point and it's an amazing opportunity to create some buzz. You do not have to, like, this is not something I know some people are like almost feel stuck by the idea of like, I have to make it this big thing. And I feel so overwhelmed by that. I'm like, if that's hind from doing it, just, yeah, just do it. Just do it. So those are all my final thoughts.

[Lindsay Roman]

That's good. That's good. I would agree with that.

[Evie McLeod]

I love it. Anything else?

[Lindsay Roman]

No. If you have any follow up questions, let us know and we can do a. We can do a, a part two. Although I feel like we answered most of it. Hopefully, hopefully you like them.

[Evie McLeod]

Hopefully you like our new rebrands. Please send us a dm.

[Lindsay Roman]

They much more align with who we are as people.

[Evie McLeod]

And what's funny. Oh, can I say this?

[Lindsay Roman]

Oh my gosh. Yeah. Yes.

[Evie McLeod]

I was Kind of worried because we're so similar. We're such similar people. Like, we're truly, like, the way our minds think. The. Even the ideal clients that we worked with for literally the last 10, 12 years have always.

[Lindsay Roman]

Has always been, like, similar. Yes.

[Evie McLeod]

Like, so many overlaps. I was kind of straight up worried. I don't know if you were.

[Lindsay Roman]

That they would look the same, because.

[Evie McLeod]

Our old brands were similar. Very, very different.

[Lindsay Roman]

But, like, our old brands were more.

[Evie McLeod]

Similar, ironically, than our new ones.

[Lindsay Roman]

Yeah.

[Evie McLeod]

I think our new.

[Lindsay Roman]

They're still, like, there's an element of, like, serif fonts. Minimalism. Yeah.

[Evie McLeod]

Like, there's. There's similarities, but they lean into our.

[Lindsay Roman]

Our, like, more into, like, my. Like, I just shimmied. I don't know why I did that. Like, that was just.

[Evie McLeod]

Also. Also, our audio listeners did not catch that whatsoever.

[Lindsay Roman]

I said I shimmied.

[Evie McLeod]

Okay.

[Lindsay Roman]

So, you know, if you're only listening on Apple or Spotify, I feel like it's elevated, like I said, but it. I tried to find a way to showcase, like, that. I'm interesting. Thank you. Spunk Y. And I feel like yours represents, like, your old soul.

[Evie McLeod]

Yeah.

[Lindsay Roman]

Like, you're, like, nostalgic vibes. I feel like mine's nostalgic, too, but balances the line of, like. But, like, the visual city.

[Evie McLeod]

When I saw your rebrand, I was like, oh, our visuals are actually, like, far more different than I thought they.

[Lindsay Roman]

Would be because we're different people.

[Evie McLeod]

Yeah.

[Lindsay Roman]

Yeah.

[Evie McLeod]

But it's really fun. It's really fun to see that. And over the years, like, what have we. We've gotten, like. Like, maybe five inquiries that were the same over, like, 10 years.

[Lindsay Roman]

Listen, guys, if you inquire with us both, we talk. Don't think that we don't know. We know.

[Evie McLeod]

Yeah, we totally know. We talk about each other. Well, sometimes, though, I feel like we haven't figured it out until later. And then we've been like, usually we do.

[Lindsay Roman]

It's so funny. Well, also. Which.

[Evie McLeod]

We don't care.

[Lindsay Roman]

I was working with Green Chair Stories for copywriting, and they're. They're incredible, first of all. But I remember, like, one of the questions was, like, who's this similar? Well, no, no. They were like, who are your top competitors? Like, or whatever. And I was listing, like, everyone that I could think of, and at the end, you were, like, the number one, because obviously, one, we're now in the same location. But two, we are just very similar. Like, like, very similar. As far as, like, I do a.

[Evie McLeod]

Client all the Things and strategies, marketing and like.

[Lindsay Roman]

Right, right. We're very. We're very aligned in that way. And I remember my copywriters were like, pushing me and they were like. They were like, what's the difference between you guys? Like, why would somebody book Evie versus you or vice versa? And I was like, she's a lot more, like, gentle and calm. And they were like, right. But like, like, what about her brand specifically would be different than yours? And I was like, like, eye twitching. I was like, I don't know. She's calm than I am. And I was like, that's all I could think about because I was like, I don't know, like, ideal client wise. I don't. I don't know. A ton of difference.

[Evie McLeod]

A slight difference.

[Lindsay Roman]

I was. The only thing I could think of is I think I lean into editorial a little bit more than you do.

[Evie McLeod]

Yes.

[Lindsay Roman]

I think you lean into film. Well, no, I. I'm doing film, but.

[Evie McLeod]

Like, it's not even film.

[Lindsay Roman]

I lean into, like Pride and Prejudice storybook vibes. Yeah.

[Evie McLeod]

A little bit more.

[Lindsay Roman]

And I'm a. I lean a little bit more.

[Evie McLeod]

Not that I don't love editorial.

[Lindsay Roman]

Editorial.

[Evie McLeod]

You. You have a touch more edge to.

[Lindsay Roman]

That's the. That's the difference.

[Evie McLeod]

Yeah. Yeah. And I have a touch more, I would say, like, softness to my work almost.

[Lindsay Roman]

Yeah.

[Evie McLeod]

And obviously it so much depends on the client and the story that we're telling. Everything.

[Lindsay Roman]

You still do editorial? I still do, like, soft film vibes.

[Evie McLeod]

But I think our ideal client, and I'm curious if you would agree with this. We're. This is. We're just going off the rails. I think your ideal client leans a bit more into high fashion.

[Lindsay Roman]

Like they. I mean, I probably do. I don't know if they have in the past, but.

[Evie McLeod]

No, no. Your new client, they probably own some. Some name brand luxury designer items. And they. They. That's like a big thing for them, you think? Not a big thing. It's a thing. They're. They're like the New York fashion, like, designer almost.

[Lindsay Roman]

Maybe.

[Evie McLeod]

Maybe. Whereas.

[Lindsay Roman]

I don't know. The rebrand's brand new. It hasn't come out yet, so we don't know.

[Evie McLeod]

But. But I feel like there's an element with your rebrand that almost attracts that person a touch more.

[Lindsay Roman]

I hope so. I love high fashion and like, playing around with elements of that. And I totally don't want my ideal client to be materialistic.

[Evie McLeod]

No.

[Lindsay Roman]

And I really hard with the copy specifically to like, make that.

[Evie McLeod]

I think I don't Think you're gonna get, like, all these shallow, like, materialistic people? I'm not saying that, but I could see your people being a bit more like. They're like, oh, I. I'm obsessed with this, like, Prada, you know, whatever. Like. Like, maybe, like, shoe or something for my wedding day. Whatever. Whereas for me, the. Not that I care at all if my ideal client has designer items, but I think my ideal client is much more likely to go spend, like, I don't know, X amount of money at an estate sale with a vintage piece.

[Lindsay Roman]

Yeah.

[Evie McLeod]

Of even. Even something non designer. But it's a vintage, like. Like handmade leather bag from Italy that's like a hundred years old, and she's freaking out over it than she is to walk into a Prada store.

[Lindsay Roman]

See, I don't want the person that walks into a Prada store. Actually, no. Maybe that's false.

[Evie McLeod]

I was like, girl, I think your brand is. Is. Maybe it's me, but I think your brand leans a touch more to, like, the high fashion girl versus maybe.

[Lindsay Roman]

Maybe. I feel like I'm really trying to walk that line, though, because I don't think you're doing it.

[Evie McLeod]

I think you're doing it beautifully.

[Lindsay Roman]

I don't want, like, a bridezilla that only cares about material items.

[Evie McLeod]

I don't think. I don't think you are.

[Lindsay Roman]

And I really want to lean strong into, like, nostalgia.

[Evie McLeod]

Yeah.

[Lindsay Roman]

And film vibes. But I will say, one of the previous. What's that called? Drafts of my brand incorporated a lot of lace, and I was like, it.

[Evie McLeod]

Was too grandma core for you.

[Lindsay Roman]

It was too grandma core. I was like, oh, no. This looks more like what Evie would want. Not that. That's not what I want, but I was like, that doesn't. There's something about this that feels misaligned. I was like, two little women. Not enough. Dev wears Prada.

[Evie McLeod]

See, okay, you're saying Devil wears Prada, but, like, there's an element of just now realization.

[Lindsay Roman]

I'm just now realizing that the name of that movie has Prada in the name.

[Evie McLeod]

Duh.

[Lindsay Roman]

I mean, like, that's a design. Okay.

[Evie McLeod]

But it's like, it's design.

[Lindsay Roman]

Why was it not Devil wears Gucci and not that.

[Evie McLeod]

Not that your client won't appreciate, like, non designer things or that mine won't have a designer item or wear Jimmy shoes for her wedding. I feel like there is a slight, like, shift in our ideal clients.

[Lindsay Roman]

There will still be overlap. I think it's more so in shooting style, maybe.

[Evie McLeod]

Well, no, but I also Think it's. I also think there's an element of the brand. The. The brand and the ideal client. I. I think there's absolutely overlap, and there always will be because we're such similar people.

[Lindsay Roman]

That's true. That's true. But I feel like it's more distinct than it was in the past.

[Evie McLeod]

Totally.

[Lindsay Roman]

Which was your whole point.

[Evie McLeod]

That was the whole point.

[Lindsay Roman]

Okay. We love.

[Evie McLeod]

Well, and you were trying. You were saying green. Like, your copywriters were trying to pull out the difference. Was there a difference in Idle Client? And I was saying. I think there is a slight difference. Difference.

[Lindsay Roman]

I think I brought that up.

[Evie McLeod]

Yeah.

[Lindsay Roman]

I think I was like, she's really probably. Probably going on about Little Women and Anna Green Gables.

[Evie McLeod]

I was. Okay. My copywriter studio, Tell who is incredible. And one of my past coaching students, and she's just, like, incredible. So she and I have been like. She's helping me kind of, like, polish my copy and work through some of it. She asked me. She was like, if you had to describe, like, inspiration for, like, your brand slash your voice outside of, you know, like, photography world or whatever. Like, she's like, what is, like, a book or writing style that you're like, I. I would die if this represented my brand. I was like, Anne of Green Gables, Ellen Montgomery, do not even talk to me.

[Lindsay Roman]

That's the book.

[Evie McLeod]

Wait.

[Lindsay Roman]

One of the questions that my copywriters asked me was if a fictional character could write your copy for you.

[Evie McLeod]

And. And. And Shirley. Okay.

[Lindsay Roman]

But Anne Shirley, I feel like, isn't as fl. I almost feel like it's more. Who wrote Little Women? What's her name?

[Evie McLeod]

Louise May Alcohol.

[Lindsay Roman]

Yeah, that girl. Because. And specifically, maybe not the author, but Anne specifically is very, like, flighty in a way that I don't think.

[Evie McLeod]

She's much more, like, dreamy. Like, she thinks very, like, in poetical terms, and she thinks very, like, she's always lost in her imagination, which I feel like is very much me.

[Lindsay Roman]

Yeah, no, that's true.

[Evie McLeod]

I. I love Louisa May Alcott. That's like I love of Little Women.

[Lindsay Roman]

But both of those are very aligned.

[Evie McLeod]

But the writing style of Anne of Green Gables is how I want my entire. Every word that comes out of my mouth, which does not. Clearly, if you're listening to the podcast, I am not that eloquent.

[Lindsay Roman]

Yeah, no, that checks out, though. Yeah. I didn't know who to put for mine because I was like, listen, I want it to be elevated, but I want it to be very. Tell it like it is, and bold and confident. But I want it to be direct. But also, what did I put? I think I ended up putting. I also had my insiders help me with this because I was like, listen, I. There could be characters out there of things that I haven't seen, and one of them was Lorelei Gilmore. And I can't remember why.

[Evie McLeod]

Have you.

[Lindsay Roman]

Because I've never seen.

[Evie McLeod]

I'm a big Gilmore Girls.

[Lindsay Roman]

I've never seen any Gilmore Girls fan or Gilmore Girls episodes. I know I need to.

[Evie McLeod]

Can we have a. Can we have a sleepover and binge like, at least three or four episodes?

[Lindsay Roman]

I mean, that's like barely a dip in the bucket.

[Evie McLeod]

It. Well, but I mean, they're like 30 to 40 minutes long.

[Lindsay Roman]

Well, still, yes, but. Yes, we can.

[Evie McLeod]

Well, maybe they're not actually. Maybe the first one's just longer.

[Lindsay Roman]

What about Lord, they told me she talks really fast.

[Evie McLeod]

She pulls obscure references in.

[Lindsay Roman]

Okay.

[Evie McLeod]

And she's very, like, sarcastic, blunt, to the point, and like.

[Lindsay Roman]

Yeah, yeah, it was a combo.

[Evie McLeod]

That's, like, so accurate.

[Lindsay Roman]

It was a combo of her and Joe March. Yeah. Joe specifically is very, like, I know what I want. I'm gonna go get it. Yeah, but she's like, a little more refined. Yeah, but. But not very much.

[Evie McLeod]

Let's have a go. More Girls, Mar.

[Lindsay Roman]

Okay. I would love. Okay, that sounds like getting sidebar.

[Evie McLeod]

We're also out of time.

[Lindsay Roman]

Yeah, we are. It's well past time for us to wrap it up.

[Evie McLeod]

All right, friends, we love you. Please send us a DM or a message if you like this episode. Please message us about our rebrands if you haven't already, and just share your thoughts what you. What you think of this after so many years, we would love to chat with you. And in the meantime, we are here to see you succeed. If you have any more questions on rebranding, please let us know. We do. Also, coach. I'm just going to plug this.

[Lindsay Roman]

Oh, please. We both know well on our side still be very obvious. We both that it's not all obvious right now, but whatever.

[Evie McLeod]

Okay. I can't get this out. We both give so much hands on, one on one training. Coaching to entrepreneurs looking to take their business to the next level, which oftentimes does include a rebrand Looking to find and narrow down that ideal client or launch something. Launch something.

[Lindsay Roman]

Identify your ideal client. Did I already say that? I might have already said that. All the things create a blueprint on Instagram.

[Evie McLeod]

If you're listening to this and you're like, I need this. This resonated with me so hard am struggling. My bottom line is being affected. I need to rebrand. Or I do not even. I can't even think about a strategy for this launch that I need. Or my Instagram is just like, my marketing is not bringing in my clients. My brand is great, but my marketing is sucks. Sorry to tell you, but maybe that's where you're at. Maybe that's the. The light bulb moment you had today. If you want help, we are both here.

[Lindsay Roman]

You need a guide to walk you along that process and be a guide that helps mentor you in that. We would love to come alongside you.

[Evie McLeod]

Yeah. Okay. That's it for today. We love you, friend. And we will see you on the next episode.