Behind the Brand: Creating Leanne 3.0 with Jason Knight
I’m so excited to take you behind the scenes of my rebranding journey—aka Leanne 3.0. In this replay, I chat with Jason Knight, the brilliant mind behind my new brand.
Jason and I first connected on my First Time Facilitator podcast back in 2019, and five years later, I finally brought him on board to reimagine how I show up in the world.
Spoiler alert: the results blew me away. But this episode isn’t just about the shiny new website that you’re on right now (even though I love it)—it’s about the process.
Rebranding wasn’t even on my radar this year, but during my Radical Reboot on the Gold Coast, I realised my old brand was... fine.
But “fine” isn’t what I want to offer my clients.
Jason and I dive into the messy middle of branding—balancing tensions like approachability vs. luxury, identifying my essence (hello, “Tropical Courage”), and figuring out how to reflect me through visuals, words, and vibes. If you’ve ever thought about rebranding or just need a confidence boost, this one’s for you.
Watch the replay
10 key insights:
Play the Long Game: Jason and I first connected five years ago. Relationships take time—stick with them!
“Good” Can Be Dangerous: My old brand was good, but that was the problem. It wasn’t great.
Clarity Through Process: Jason’s process included diagnosing where I stood, repositioning, and rolling it all out fast.
Test Ideas in Real Time: “Tropical Courage” became a cornerstone of my brand after I casually tested it in a workshop.
Speed is Confidence: We sprinted through the rebrand in a month. Quick wins keep you motivated.
Balance Tensions: Approachable vs. luxurious, tropical vs. gritty. Turns out, you can be both.
Branding Is a Vibe: Your brand isn’t just a logo or colours—it’s how it feels. Think: playlist, visuals, even drinks!
Collaborate to Elevate: Weekly feedback sessions and input from trusted friends brought the brand to life.
Confidence Is Everything: I’ve gone from cringing at my website to wanting to share it with everyone.
Invest in Yourself: A strong brand sets you up for the long game—it’s already opening doors for me.
5 key quotes:
“Good is the enemy of great, and I was done cringing when sharing my website.”
“Think of your brand as a vibe. What’s your vibe? What’s the feeling you want people to get?”
“Tropical Courage made people lean in. They didn’t know what it was, but they wanted to know more.”
“Balancing tensions—like luxurious and approachable—is where the magic happens.”
“I’m not just in love with the result—I’m in love with the process.”
Why this matters to you:
If you’re thinking about rebranding, or you’re stuck in the “good but not great” phase, here’s what I’ve learned:
Don’t wait for the “perfect” time. There’s never a perfect time—just make space and start.
Collaborate with people who challenge you and help you see yourself in new ways.
Test your ideas out loud. See how people react. You’ll know when you’re onto something.
Branding is an investment in your confidence, your positioning, and your future. It’s worth it.
A challenge for you:
Jason asked me this question early on: How would you explain what you do to a seven-year-old? It was harder than I thought! Try it yourself—simplifying your message is a game-changer.
This was such a fun journey, and I hope it gives you some ideas for your own brand evolution.
And hey, if you’ve checked out my new website and found any bugs, send me a screenshot (hello@lennehughes.com), and I’ll send you chocolate. 🍫