Rebranding isn’t starting over - it’s making room for what comes next
For many years, I was a School Principal. It was a role I loved - deeply rewarding, filled with purpose, and rich with relationships. I knew who I was and what I stood for.
But over time, I began a process of transition. Faced with the necessity of caring for aging parents, a more flexible work option began to emerge; something where that involved discovering where else my values and experience could thrive.
That journey led me to Executive and Leadership Coaching. Today, I work with CEOs, aspiring leaders, and Boards, not just in education, but across a range of sectors. And while the settings have changed, what drives me hasn’t: I’m still deeply committed to helping others grow.
What I’ve come to realise is that rebranding your professional identity isn’t about becoming someone new. It’s about making space for the parts of you that haven’t had a voice yet. The shift may be external - moving from one role or sector to another - but it’s also deeply internal.
Identity shifts can stir up fear
I’ll admit that there was some fear in that process.
Fear of losing relevance, of not being good at something new, of stepping away from a role I loved and knew so well.
But alongside the fear was something else: a quiet sense of possibility. A growing curiosity about what might be next. And that curiosity turned out to be a powerful guide.
Sometimes rebranding starts with small, honest questions:
Who am I becoming?
What else could I be known for?
What parts of me haven’t had space to show up yet?
Learning to be a beginner again
Those who know me, or follow my work, will know that I (try to) play golf. It’s something I never imagined doing, let alone enjoying. I didn’t grow up playing sports that involved “hitting things,” and I wouldn’t call myself a natural. But learning something completely new has taught me a lot about identity. It’s reminded me what it feels like to be unsure, to start from scratch, to laugh at myself.
It’s also reminded me that we don’t grow only by perfecting what we already know. Sometimes, we grow by daring to step into something that feels unfamiliar.
Holding on to what matters
The heart of this journey is not about abandoning who you’ve been, it’s about evolving. It’s about holding on to what matters most and letting it find new ways to express itself.
I still care about coaching, mentoring, clarity in leadership, and building capability in others. Those values were at the core of my leadership in schools, and they’re just as present in my coaching work today. The difference is simply the context.
So if you’re asking yourself whether it’s time to rebrand - professionally or personally - remember: you’re not starting over. You’re building on everything that came before.
What’s something new you’ve given yourself permission to try?