hen interviewed about leaving the To d a y
show, Kathie Lee Gifford recalled how
everything in her world had seemed to change
all at once. Her children moved out, and her
husband and mother both passed away. She knew
it was time for a change. “One of the hardest
mental issues to overcome is that our identity is set,
especially as we get older”
In the past five years, I have experienced many
changes as well. I am no longer an active mother,
teacher, or daughter. When we realize we need to
establish a new identity, it can feel overwhelming
because we have known only who we once were.
The business world handles identity through
branding. As a marketing strategy, branding is
the true representation of a company and how a
company becomes known to consumers.
There are times, however, in both personal and
corporate life, when everything changes and the
branding that has worked in the past will not
work for the future. Sometimes a brand gets old,
falls out of favor, or becomes outdated. When
a rebrand is in order, brand image and identity
have an opportunity to change for the better. My
daughter works in this sector, and she told me
that rebranding is harder than the initial branding
because the firm has to leave its old identity behind
and trust the process of becoming new.
Trusting the process of becoming new is how
we embrace our identity. It’s not about setting
new goals and achieving new objectives. It’s about
deciding who we are becoming and changing
our behavior to align with that. These changes
can be big—Gifford packed up and moved toBRANDED
(re)
By Kathy Gilbert
70 August/September 2019
Nashville to become a producer—or they can be
small, incremental changes that simply help us see
ourselves in a new light.
When rebranding, it’s typical for a company to
distance itself from any negative connotations of
its previous identity. I have had to do this as well.
I struggled with being forced to retire, having
an empty house, and issues revolving around
rheumatoid arthritis. Many activities I once loved
are no longer options, so I’ve been looking at new
activities and new roles. Who am I now that I’m
not all those other things?
The best thing we can do for ourselves is to
believe that change is always possible, and to
trust ourselves with that process. When we are
confident in ourselves—body, mind, spirit—new
adventures don’t frighten us.
I have been discovering that I am a maker, a
learner, a reader, a friend, a giver. Maybe even a
cook. Every day, I make sure that I create habits,
however small, that reinforce my identity in one of
those areas.
Our actions are a vote for the person we are
becoming. Rebranding ourselves one small change
at a time carries us confidently on our journey
forward. It is who we are now... the best version
of our ever-evolving selves.