FTF255: How we built my new brand in 4 weeks with Jason Knight

Send Leanne a message

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.

Watch our conversation on YouTube to see the 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.

But this episode isn’t just about the shiny new website (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.

10 key insights:

1. Play the Long Game: Jason and I first connected five years ago. Relationships take time—stick with them!
2. “Good” Can Be Dangerous: My old brand was good, but that was the problem. It wasn’t great.
3. Clarity Through Process: Jason’s process included diagnosing where I stood, repositioning, and rolling it all out fast.
4. Test Ideas in Real Time: “Tropical Courage” became a cornerstone of my brand after I casually tested it in a workshop.
5. Speed is Confidence: We sprinted through the rebrand in a month. Quick wins keep you motivated.
6. Balance Tensions: Approachable vs. luxurious, tropical vs. gritty. Turns out, you can be both.
7. Branding Is a Vibe: Your brand isn’t just a logo or colours—it’s how it feels. Think: playlist, visuals, even drinks!
8. Collaborate to Elevate: Weekly feedback sessions and input from trusted friends brought the brand to life.
9. Confidence Is Everything: I’ve gone from cringing at my website to wanting to share it with everyone.
10. Invest in Yourself: A strong brand sets you up for the long game—it’s already opening doors for me.

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 y

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