Why I rebranded under my own name and why its the best decision I made

Why I Rebranded Under My Own Name

The actual rebrand process took me less than a week. The thought process and contemplation was closer to 7 months. Am I second guessing myself now? Absolutely not.

After finally making a decision and having some great blogger friends whom I trust, say to go for it, it felt like a surge of energy went through me. It was so easy, easier than it had been to design L&L any of the half dozen times I changed things up because it wasn’t quite right.

What sparked the change?

It’s really simple actually, all the recent projects and posts where I got to include Rich and Kendall made me really happy. They were easy to write, effortless even. The photos were fun and I realised it was the passion I was missing for blogging again. Our most recent piece on sustainable fashion had a lot to do with it because it was so much fun and I loved to look at this picture…

so happy and so real. This is the content I wanted more of.

But why did I chose to rebrand under my name?

It was simple actually, I had outgrown Lattes & Lipstick. I was a completely different person when I created it and ultimately felt I had lost my identity in the name and what I thought it meant. So what better way to stay true to me than by using my name? I can’t outgrow my name, it will continue to be relevant 3, 5, 10 years from now.

I can be more open, honest and vulnerable under my own name.

This might seem strange. You might be thinking isn’t it easier to be vulnerable when you can hide behind a different name? In the beginning, as a young student with zero confidence in her writing, questioning how long she’d even “stick it out” – yes, it was easier.

But as I said, I’m a different person now. Blogging is different for me now, I no longer want to be a faceless person behind the scenes. Connecting my brand directly to my name, allows me to change both subjects covered and the overall tone. It allows us to build a relationship and a community in a way that I don’t think previously possible.

It’s like any company right, it’s easier to connect and be invested in their wellbeing when you feel like you’re directly connecting with a person.

How’d I choose Staci & Co for the rebrand?

If you read my teaser last week you’ll know it’s because I think I’m really clever. That’s part of the reason. The other part is I wanted to find a way to incorporate both Rich and Kendall in a way that wasn’t obvious because it’s not necessarily about them.

Don’t get me wrong, they’re going to have a much larger role, but at the end of the day it’s still my story, my interactions, my views and my opinions.

What does the rebrand mean for content…

The content will remain primarily the same, it will just come from a more honest place. The tone of content will however, change. After many years of higher education and formal writing, I have created a very formal tone and structure to my writing. Something that’s very obvious to me as I read previous posts, so that’s going to change. After all, I want you to get to know the real, random, weird me, which doesn’t always come across in my writings.

Looking towards the future of Staci & Co

I’m excited in a way I haven’t been in a long time. It finally feels as though I have a place to share what makes me, well me. A place to connect with like minded people, either to discuss married life, travels or bond over a good book. It not only gets my creative juices flowing again but it allows me to share photos like this with real glimpses into my life. 

In a way, I think this rebrand was a long time coming and now that it’s hear it finally feels as if I’m moving forward again. 

Have you ever gone through a rebrand? How’d you come up with your new name? What was the scariest part? Or thinking about a rebrand? Leave me questions, thoughts, stories below I’d love to hear from you!
Thinking of a rebrand? Why I rebranding under my own name and why it was the best decision I've made as a blogger.
About the author
Staci West is an obsessive compulsive traveller who is currently dealing with a chronic case of coffee addicition. Symptoms include blackouts from online shopping sessions, a ferocious passion for everything colourful and energy levels that exceed a normal human capacity. On the advice of her carer and companion, Kendall her yellow labrador, she created L&L, a down to Earth lifestyle blog, as a distraction for her pathological need for shoes.


    1. thanks Tori, glad you like it! Being able to turn it around so quickly was just proof that it’s been on mind, the decisions and changes felt so natural. The tagline is probably what I’m most pleased about though 🙂

    1. Thanks Julia! I’m definitely a scary thing to think about but I obviously understand outgrowing you current name, I made a massive pro/con list like the nerd I am – maybe that will help you decide? All the best of luck!

  1. You are so quick! I can’t believe how fast you did the rebrand, which just shows how motivated and excited you are about it! I am really really loving the new brand and am so excited to see all the brand new content! That last photo is one of my all time favorites!

    1. I honestly can’t believe how fast it all came together. I wrote out a plan that would take 4 weeks to do the change and then once I started I was like nope, I’m powering through I’m too excited. I can’t possibly wait that long. HA! I’m so glad you like it! When I suggested that last photo to Rich he was like ummm what? I’m so pleased how it came out. Excited to make more content like that 🙂

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