Rebranding isn’t just about a new logo or fresh color palette—it’s about alignment. Alignment with who you are, what you do, and who you serve.

For years, I operated two separate brands: Jendayi Asha Creative (where I built brands, shot photography, and designed websites) and Honey Social (a stock content platform for women of color). At first, it made sense to keep them separate—one was custom branding, the other was digital content. But over time, I found myself bouncing between both worlds, serving the same audience, answering the same questions, and frankly, doing the most.

At some point, I had to ask myself: Why am I making this harder than it needs to be?

The reality was that Jendayi Asha Creative and Honey Social weren’t two separate brands. They were different sides of the same coin. My work has always been about helping women of color entrepreneurs show up, whether through brand strategy, photography, or content. By merging them into j.a.c & Honey, I created something that felt true to me—one brand, one home, one mission.

And let’s be real: running one business instead of two? Much more sustainable.

But rebranding is no small task, and through this process, I’ve leaned on my Tried & True Branding Framework—the same approach I take when helping my clients transition into a new brand identity with clarity and confidence.

If you’re considering a rebrand, here’s my exact process to help you do it right.

My Tried & True Process for Branding

Before you start playing with colors or designing logos, you need to start with the foundation. A strong brand isn’t just pretty—it’s intentional.

Step 1: Understand Your Business (For Real, For Real)

Before you can brand or rebrand, you need to get crystal clear on:

What do you do (specifically)?
Who do you serve?
Why does your brand exist?
What are you known for?
Where are you headed?

For me, the realization was clear: I wasn’t just a photographer or a stock content curator. I was a brand builder, helping women of color entrepreneurs develop strong, visual identities that reflect their purpose. That clarity made my rebrand so much easier because every decision—from the name to the messaging—was rooted in my real mission.

Step 2: Define Your Brand Adjectives

Once you’re clear on your business, the next step is figuring out how you want your brand to feel. I always recommend choosing 3–5 brand adjectives that describe your brand’s personality. These words will help guide your design, voice, and overall presence.

For j.a.c & Honey, my adjectives were:
✓ Relatable – I want my brand to feel like a conversation, not a corporation.
✓ Thoughtful – Everything I create is intentional and rooted in strategy.
✓ Empowering – My goal is to uplift women of color entrepreneurs through design and content.

Your brand adjectives should feel natural and intuitive. If they feel forced, they’re probably not the right ones.

Step 3: Build a Mood Board

A mood board is a visual foundation for your brand. It helps bring your ideas to life and ensures your brand identity stays consistent.

Your mood board should include:

Images that reflect the overall vibe (bold, minimal, luxury, editorial, etc.)
Typography styles that match your aesthetic
Lifestyle imagery that speaks to your audience
Textures, patterns, or graphics that support your brand story

Pinterest is my go-to tool for this. I create secret boards, pin everything that resonates, and then refine the selections to ensure consistency.

Step 4: Develop a Color Palette

Colors trigger emotions, so choosing the right palette for your rebrand is key. Think about how you want people to feelwhen they interact with your brand.

For j.a.c & Honey, I wanted a palette that felt warm, inviting, and strong. I leaned into earthy tones, deep neutrals, and honey-inspired hues—colors that represent both creativity and stability.

Best practices for choosing colors:

Start with your brand adjectives—your colors should reflect them.
Stick to 3–5 core colors to keep your brand identity clean.
Test colors across digital and print formats to ensure they’re versatile.

Step 5: Choose Your Typography

Typography is often overlooked, but it plays a huge role in how your brand is perceived. Your fonts should:

Align with your brand adjectives.
Be readable across different platforms (website, social media, print).
Include a primary font (for headlines) and a secondary font (for body text).

For j.a.c & Honey, I went with a modern serif + clean sans-serif + script combo to create a balance of warmth, personalization and professionalism.

Step 6: Create a Logo Suite

Your logo isn’t just a one-off design—it needs to be versatile. A strong logo suite includes:

Primary Logo – Your full logo with text and design elements.
Secondary Logo – A simplified version for smaller uses.
Submark – A minimal mark/icon that represents your brand (great for social media).

Having multiple logo variations ensures your branding stays consistent and polished across platforms.

Step 7: Plan Photography Inspiration for a Brand Shoot

Strong visuals help reinforce your brand identity. When planning a brand photoshoot, I consider:

Location – Should reflect the brand’s aesthetic.
Wardrobe – Colors and styles that align with my brand palette.
Props – Items that support my brand message.

For j.a.c & Honey, I wanted images that felt lifestyle-driven yet polished—so my shoot focused on warm tones, real-life work moments, and editorial-style branding shots.

Step 8: Update Branded Assets

Your rebrand should extend beyond your website. I updated:
✓ Welcome Guides for onboarding new clients
✓ Lead Magnets to reflect the new branding
✓ Email Templates for consistency in communication

If you use Canva, Honeybook, or Flodesk, updating these assets is key to creating a seamless brand experience.

Step 9: Curate a Social Media Feed

Before launching, I wanted my Instagram, Pinterest, and LinkedIn to feel on-brand. That meant:

Archiving old posts that didn’t fit the new direction.
Creating a content strategy that aligns with my brand voice.
Designing templates for consistency (especially for Instagram and Pinterest).

Final Thoughts: Rebranding Takes Work—But It’s Worth It

Rebranding isn’t just a name change. It’s a full transformation that requires clarity, strategy, and execution.

For me, the shift to j.a.c & Honey was about stepping into the brand I had been building all along—one that aligns with my mission and serves my audience better. If you’re thinking about rebranding, take your time, get clear on your why, and follow a process that makes sense for you.

If this post was helpful, bookmark it for later! And if you’re in the middle of a rebrand, I’d love to hear about it—drop a comment and let’s talk.

Why I’m Rebranding (And My Tried A True Branding Process)